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PR PRACTITIONERS & SOCIAL MEDIA Themes in a Global Context Prue Robson, University of Newcastle Karen Sutherland, Monash University.

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Presentation on theme: "PR PRACTITIONERS & SOCIAL MEDIA Themes in a Global Context Prue Robson, University of Newcastle Karen Sutherland, Monash University."— Presentation transcript:

1 PR PRACTITIONERS & SOCIAL MEDIA Themes in a Global Context Prue Robson, University of Newcastle Karen Sutherland, Monash University

2 ADOPTION RATES PLATFORMS USED GOVERNANCE MODELS OF COMMUNICATION

3 SOCIAL MEDIA ADOPTION

4 (KPMG 2011, p.3) SOCIAL MEDIA ADOPTION

5 Active vs Passive users? SOCIAL MEDIA ADOPTION

6 SOCIAL MEDIA PLATFORMS

7 GOVERNAN CE (Macnamara, 2011; Zerfass et al., 2011a; Zerfass, Verhoeven, Tench, Moreno, & Verčič, 2011b)

8 NO. 1 FEAR LOSS OF CONTROL (DiStaso et al., 2011; Kelleher & Sweetser, 2012; Macnamara, 2010a; Macnamara & Zerfass, 2012; Robson & James, 2011; Smith, 2011; Verhoeven et al., 2012; Wolf & Archer, 2012) GOVERNAN CE

9 HAVE GUIDELINES OR MONITORING IN EUROPE <1/3 (Macnamara & Zerfass, 2012; Verhoeven et al., 2012) GOVERNAN CE

10 DON’T HAVE POLICIES OR GUIDELINES IN ASIA-PACIFIC 65% (Macnamara & Zerfass, 2012) GOVERNAN CE

11 NEVER MONITOR OR MEASURE IN THE US 46% (Wright & Hinson, 2010) GOVERNAN CE

12 MEASUREMENT IS USUALLY LIMITED DESCRIPTIVE AN D (Fitch, 2009a) GOVERNAN CE

13 OFFER NO TRAINING IN ASIA-PACIFIC 67% OFFER NO TRAINING IN EUROPE 73% (Macnamara & Zerfass, 2012) GOVERNAN CE

14 TRAINING AND RESOURCE ALLOCATION NOT A PRIORITY GOVERNAN CE

15 PRACTITIONERS FEEL UNDERPREPARED (Avidar, 2009; Fitch, 2009b; IBM, 2011; Lariscy, Avery, & Sweetser, 2009; Macnamara, 2011; Zerfass et al., 2011a) GOVERNAN CE

16 Academics and practitioners alike claim that social media provides an ideal platform for dialogue, collaboration and building relationships with publics (Bortree & Seltzer, 2009; Estanyol, In press; Evans, Twomey, & Talan, 2011; Grunig, 2009; Macnamara, 2010b) very little evidence MODELS OF COMMUNICATION

17 MESSAGE DISSEMINATI ON MESSAGE DISSEMINATI ON 1. PROMOTION 2. MODELS OF COMMUNICATION

18 Even where there is evidence: “this finding is considered questionable and suggests rhetoric within public relations unmatched by practice, based other information provided in this research and the findings of other studies” (Macnamara 2010, p. 32) MODELS OF COMMUNICATION

19 Even where there is evidence: “...respondents pointed out that they were offering advice based on their opinion of how Twitter functions successfully and not how their firms currently employ the tool” (Evans et al., 2011, p. 15) MODELS OF COMMUNICATION

20 Problems with current research: 1. self-reporting2. short-term content analysis MODELS OF COMMUNICATION

21 AREAS OF SILENCE 1. qualitative research not reliant on self- reporting 2. case studies of ‘best practice’ 3. application of theory4. audience/reception studies

22 BIBLIOGRAPHY Alikilic, O., & Atabek, U. (2012). Social media adoption among Turkish public relations professionals: A survey of practitioners. Public Relations Review, 38(1), 56–63. doi: /j.pubrev Avidar, R. (2009). Social media, societal culture and Israeli public relations practice. Public Relations Review, 35(4), 437–439. doi: /j.pubrev Bortree, D. S., & Seltzer, T. (2009). Dialogic strategies and outcomes: An analysis of environmental advocacy groups’ Facebook profiles. Public Relations Review, 35(3), 317–319. doi: /j.pubrev DiStaso, M. W., & Bortree, D. S. (2012). Multi-method analysis of transparency in social media practices: Survey, interviews and content analysis. Public Relations Review, 38(3), 511–514. doi: /j.pubrev DiStaso, M. W., McCorkindale, T., & Wright, D. K. (2011). How public relations executives perceive and measure the impact of social media in their organizations. Public Relations Review, 37(3), 325–328. doi: /j.pubrev Estanyol, E. (In press). Marketing, public relations, and how Web 2.0 is changing their relationship: A qualitative assessment of PR consultancies operating in Spain. Public Relations Review. doi: /j.pubrev Evans, A., Twomey, J., & Talan, S. (2011). Twitter as a Public Relations Tool. Public Relations Journal, 5(1), 1–20. Retrieved from Fitch, K. (2009a). Making friends in the Wild West: Singaporean public relations practitioners' perceptions of working in social media. PRism, 6(2). Retrieved from Fitch, K. (2009b). The new frontier: Singaporean and Malaysian public relations practitioners' perceptions of new media. Asia Pacific Public Relations Journal, 10, 17–33. Gillin, P. (2008). New media, new influencers and implications for the public relations profession. Journal of New Communications Research, 2(2), 1–10. Grunig, J. E. (2009). Paradigms of global public relations in an age of digitalisation. PRism, 6(2). Retrieved from IBM. (2011, September). From Stretched to Strengthened. Retrieved May 15, 2012, from Kelleher, T., & Sweetser, K. D. (2012). Social Media Adoption Among University Communicators. Journal of Public Relations Research, 24(2), 105–122. doi: / X KPMG. (2011). Going Social: How businesses are making the most of social media. KPMG. Retrieved from Lariscy, R. W., Avery, E. J., & Sweetser, K. D. (2009). Monitoring public opinion in cyberspace: How corporate public relations is facing the challenge. Public Relations Journal, 3(4). Retrieved from Macnamara, J. (2010a). Public relations and the social: how practitioners are using, or abusing, social media. Asia Pacific Public Relations Journal, 11(1), 21–39. Macnamara, J. (2010b). Public communication practices in the Web mediascape: The case for PRevolution. PRism, 7(3). Retrieved from Macnamara, J. (2011). Social media governance: Gaps, risks and opportunities in PR and reputation management. Asia Pacific Public Relations Journal, 12(2), 41–60. Macnamara, J., & Zerfass, A. (2012). Social Media Communication in Organizations: The Challenges of Balancing Openness, Strategy, and Management. International Journal of Strategic Communication, 6(4), 287–308. doi: / X Robson, P., & James, M. (2011). Trialling PR2.0: an exploratory study of the non-capital city practitioner's social media use. Asia Pacific Public Relations Journal, 12(2), 19–40. Smith, B. G. (2011). Becoming “Quirky” Towards an Understanding of Practitioner and Blogger Relations in Public Relations. Public Relations Journal, 5(4). Sweetser, K. D., & Kelleher, T. (2011). A survey of social media use, motivation and leadership among public relations practitioners. Public Relations Review, 37(4), 425–428. doi: /j.pubrev Verhoeven, P., Tench, R., Zerfass, A., Moreno, A., & Verčič, D. (2012). How European PR practitioners handle digital and social media. Public Relations Review, 38(1), 162–164. doi: /j.pubrev Wolf, K., & Archer, C. (2012). Shifting online: An exploratory study into PR consultants’ attitude towards new media. PLATFORM: Journal of Media and Communication, 4(1), 91–103. Wright, D. K., & Hinson, M. D. (2010). An analysis of new communications media use in public relations: Results of a five-year trend study. Public Relations Journal, 4(2). Retrieved from Wright, D. K., & Hinson, M. D. (2011). A Three-Year Longitudinal Analysis of Social and Emerging Media Use in Public Relations Practice. Public Relations Journal, 5(3). Retrieved from Zerfass, A., Fink, S., & Linke, A. (2011a). Social Media Governance: Regulatory frameworks as drivers of success in online communications. Presented at the 14th Annual International Public Relations Research Conference, Miami, FL. Zerfass, A., Verhoeven, P., Tench, R., Moreno, A., & Verčič, D. (2011b). Social media: governance, skills and activities. European Communication Monitor 2010, 90–105.


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