Digital Media and Its Influence in Public Relations

Social media users have seen a significant change in the way they are able to carry out public relations practices. Social media outlets are interactive and two-way; two important characteristics of effective communication between a client and the public.

Organizations use social media to increase interactions with publics through a steady flow of inputs and outputs (Sundar, 2007) toward mutually beneficial relationships (Yang and Lim, 2009 S.-U. Yang and S. Lim, The effects of blog-mediated public relations (BMPR) on relational trust, Journal of Public Relations Research 21 (2009), pp. 341–359. Full Text via CrossRef | View Record in Scopus | Cited By in Scopus (5)Yang & Lim, 2009).

The profession of public relations strives on truthful communication and a conversational atmosphere. This is what social media outlets provide. Users can talk business while being able to communicate in a manner that is less formal. Jargon and formal conversation may suggest to a client that there may be a motive involved.

A study that was conducted mentioned the impact that Twitter had on relief efforts after a massive earthquake in the country of Haiti. Many of the Twitter posts relayed a powerful, personal message. They were not even promotional or financially motivated but inspiring posts that brought our country to Haiti’s aid.

Social media outlets like Twitter are being commonly used in public relations practices. The posts are short and very personal, which give the public a sense of commitment and human interaction. Twitter is more than a message engine—it is a platform for social connection and promotion. It’s interactive and conversational which are driving forces in public relations.

Socially distributing public relations: Twitter, Haiti, and interactivity in social media Original Research Article
Public Relations Review, Volume 36, Issue 4, November 2010, Pages 329-335
Brian G. Smith
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