Commenced in January 2007
Paper Count: 31100
Use of Social Media in PR: A Change of Trend
Abstract:The use of social media has become more defined. It has been widely used for the purpose of business. More marketers are now using social media as tools to enhance their businesses. Whereas on the other hand, there are more and more people spending their time through mobile apps to be engaged in the social media sites like YouTube, Facebook, Twitter and others. Social media has even become common in Public Relations (PR). It has become number one platform for creating and sharing content. In view to this, social media has changed the rules in PR where it brings new challenges and opportunities to the profession. Although corporate websites, chat-rooms, email customer response facilities and electronic news release distribution are now viewed as standard aspects of PR practice, many PR practitioners are still struggling with the impact of new media though the implementation of social media is potentially reducing the cost of communication. It is to the point that PR practitioners are not fully embracing new media, they are ill-equipped to do so and they have a fear of the technology. Somehow that social media has become a new style of communication that is characterized by conversation and community. It has become a platform that allows individuals to interact with one another and build relationship among each other. Therefore, in the use of business world, consumers are able to interact with those companies that have joined any social media. Based on their experiences with social networking site interactions, they are also exposed to personal interaction while communicating. This paper is to study the impact of social media to PR. This paper discovers the potential changes of PR practices in a developing country like Malaysia. Eventually the study reflects on how PR practitioners are actually using social media in the country. This paper is based on two theories in its development of this research foundation. Media Ecology Theory is to support the impact and changes to PR. Social Penetration Theory is to reflect on how the use of social media is among PRs. This research is using survey with PR practitioners in its data collection. The results have shown that PR professionals value social media more than they actually use it and the way of organizations communicate had been changed due to the transformation of social media.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1124153Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 4515
 B. K. Lewis, “Social media and strategic communication: Attitudes and perceptions among college students,” Public Relations Journal, vol. 4, no. 3, pp. 1-23, 2010.
 D. M. Boyd and N. B. Ellison, “Social network sites: Definition, history, and scholarship,” Journal of Computer-Mediated Communication, vol. 13, pp. 210-230, 2007.
 K. Sajithra and P. Rajindra, “Social Media – History and Components,” Journal of Business and Management, vol. 7, issue 1, pp. 69-74, Jan.-Feb. 2013.
 A, McLennan and G. Howell, “Social networks and the challenge for public relations,” Asia Pacific Public Relations Journal, vol. 11, pp. 11-19, 2010.
 C. Galloway, ‘Cyber-PR and dynamic touch’, Public Relation Review, vol. 31, no. 1, pp. 572-577, 2005.
 Malaysian Communication and Multimedia Commission, 2009 Annual Report: Broadband towards 1Malaysia, 2009.
 Spinsucks.com, Communication-and-marketing-trends-for-2011, Oct 5, 2010, viewed at: http://spinsucks.com/communication/communication-and-marketing-trends-for-2011/
 J, Macnamara, ’Utilising facebook to create an online community for PR students’, Asia pacific Public Relations Journals, vol. 12, No. 2, pp. 1-84, 2010.
 M., Dole, Social Media Stats of 2013 (infographic), 5 September 2013, viewed at: http://blog.twmg.com.au/social-media-stats-of-2013-infographic/.
 O., Finnegan, Social Media Revolutionizes Public Relations, 20 February 2013, viewed at: http://www.socialmediatoday.com/content/social-media-revolutionizes-public-relations.
 Noor-e-Hira Naveed, “Role of Social Media on Public Relation, Brand Involvement and Brand Commitment,” Interdisciplinary Journal of Contemporary Research in Business, vol. 3, no. 9, January 2012.
 S., Laird, How Social Media Is Taking over the News Industry (INFOGRAPHIC), April 18 2012, viewed at: http://mashable.com/ 2012/04/18/social-media-and-the-news/#T8WtvV.Z_ZqM.
 D., Wilson and D. W. Supa, “Examining Modern Media Relations: An Exploratory Study of the Effect of Twitter on the Public Relations – Journalist Relationship,” Public Relations Journal, vol. 7, no. 3, pp. 1-20, 2013.
 D. K. Wright and M. D. Hinson, A Three-year longitudinal analysis of social and emerging media use in public relations practice, Public Relations Journal, vol. 5, pp. 1-32, 2011.
 K. Fitch, The new frontier: Singaporean and Malaysian public relations practitioners’ perception of new media, 2009, viewed at: http://www.academia.edu/361789/The_new_frontier_Singaporean_and_Malaysian_public_relations_practitioners_perceptions_of_new_media.
 P. Gillin, “New media, new influence and implications for the public relations profession,” Journal of New Communications Research, vol. 11, no.2, pp. 519-526, 2008.
 K., Butterick, Introducing public relations: theory and practice, London: Sage Publication, 2011.
 J. E. Grunig, L. A. Grunig, LA & D. M. Dozier, Excellent in public relations and communication management, Hillsdale, NY, Lawrence Erlbaum Associates, 1992.
 L. M. Phillips and D. C. Brabham, How today’s digital landscape redefines the notion of power in public relations. PRism, vol. 9, no. 2, 2012, viewed at: http://www.prismjournal.org/homepage.html.
 H., Bean, No more secrets: Open source information and the reshaping of U. S. Intelligence, Praeger Security International: Santa Barbara, California.
 J., Gifford, “Digital Public Relations: E-Marketing’s Big Secret,” Continuing Higher Education Review, vol. 74, pp. 66-72, 2010.
 B., Lee, Marketing is dead, 2012, viewed at: http://blogs.hbr.org/2012/08/marketing-is-dead/.
 Siti Ezaleila Mustafa and Azizah Hamzah, “Online Social Networking: A New Form of Social Interaction,” International Journal of Social Science and Humanity, vol. 1, no. 2, July 2011.
 J. H. Kietzmann, H. Kristopher, I. P. McCarthy and B. S. Silvestre, “Social media? Get serious! Understanding the functional building blocks of social media,” Business Horizon, vol 54, Issue 3, pp. 241–251, May–June 2011.
 T. D. Baruah, “Effectiveness of Social Media as a tool of communication and its potential for technology enabled connections: A micro-level study,” International Journal of Scientific and Research Publications, vol. 2, issue 5, May 2012.
 P. A. Argenti, “How public relations executives perceive and measure the impact of social media in their organizations,” Public Relations Review, vol. 37, pp.325–328, 2011.
 A. Scharl, et al, “46th Hawaii International Conference on System Sciences Media Watch on Climate Change – Visual Analytics for Aggregating and Managing Environmental Knowledge, 2012, viewed at: https://www.computer.org/csdl/proceedings/hicss/2013/4892/00/4892a955.pdf.
 R. Maggiani, Social media and its effect on communication: Multidimensional interactions have altered the basic rules of communication, 2012, viewed at: http://www.solari.net/documents/ position-papers/Solari-Social-Media-andCommunication.pdf.
 K. Chopra, The Effects of Social Media on How We Speak and Write, 2013, viewed at: http://www.socialmediatoday.com/content/effects-social-media-how-we-speak-and-write.
 Lalitha Muniandy and Balakrishnan Muniand, “The Impact of Social Media in Social and Political Aspects in Malaysia: An Overview,” International Journal of Humanities and Social Science, vol. 3, no. 11, June 2013.
 Pew Research Center 2008, Key news audiences now blend online and traditional sources, 2008, viewed at: http://www.people-press.org/reports/pdf/444.pdf.`
 L. N. Hill and C. White, “Public relations practitioners’ perception of the World Wide Web as a communications tool”, Public Relations Review, vol. 26, no. 1, pp. 31-51, 2000.
 L. Weber, Marketing to the social web: How digital customer communities build your business, Hoboken, NJ, John Wiley & Sons, 2007.
 D. M. Scott, The new viral marketing: how word of mouse spreads your ideas for free, viewed at: http://www.davidmermanscott.com/products ebooks.htm.
 J. Pavlik, Mapping the consequences of technology on public relations, viewed at: http://www. Instituteforpr.org.
 D Baack, C Fogliasso, J Harris, “The Personal Impact of Personal Decisions: A Social Penetration Theory,” Journal of Business Ethics, vol. 24, no. 1, pp. 39-49, March 2000.
 S. W. Littlejohn and K. A. Foss, Theories of human communication, 9th ed., Belmont, CA: Thompson-Wadsworth, 2005.
 L. C. Tidwell and J. B. Walther, Computer-mediated communication, effects on, disclosure, impressions, and interpersonal evaluations: Getting to know one another a bit at a time, Human Communication Research, vol. 28, pp. 317-348, 2002, viewed at: http://onlinelibrary.wiley.com/doi/ 10.1111/j.14682958.2002.tb00811.x/abstract.
 W. Johnson and D. Media, How to Use a Social Penetration Theory in Public Relations, viewed at: http://smallbusiness.chron.com/use-social-penetration-theory-public-relations-38598.html
 R. L. Heath and G. Vasquez, Handbook of Public Relations, SAGE Publications, Inc. 2001.
 M. McLuhan, Understanding media: The extension of man, Cambridge, MA, MIT Press, 1964.
 M. McLuhan ans B. R. Powers, The global village: Transformations in world life and media in the 21st century, New York, Oxford University Press, 1989.
 F. Mulhern, “Integrated marketing communications: From media channels to digital connectivity,” Journal of Marketing Communications, vol. 15, no. 2/3, pp. 85-101, 2009.