Seybold Report ISSN: 1533-9211
Shweta Vaid
Ph.D. Research Scholar, Sharda University (Sharda School of Media Film and Entertainment), Greater Noida, 2020400327.shweta@dr.sharda.ac.in and Shwetavaid100@gmail.com
Dr. Divya
Assistant Professor, Sharda University (Sharda School of Media Film and Entertainment), Greater Noida
Vol 17, No 09 ( 2022 ) | DOI: 10.5281/zenodo.7058150 | Licensing: CC 4.0 | Pg no: 783-796 | Published on: 08-08-2022
Abstract
As the number of social media people throughout the globe has grown, some public relations strategies have begun integrating social media into their strategies. Undoubtedly, this new form of communication is expanding rapidly; thus, it is vital to investigate “how social media and other new media have influenced the area of public relations as a whole and how organisations are implementing this new form of communication into their day-to-day operations.
The goal of this study is to have a better understanding of the impact of social media on public relations practitioners. In addition, the study will investigate the influence social media has had on how public relations professionals interact, as well as the numerous social media platforms and kinds that PR professionals utilize. The study will also examine how the usage of social media has helped to the attainment of PR objectives and the elements that affect people's selections for the most popular social media platforms”. It will also determine how many people public relations workers may contact through social media. Future scholars who want to work in this area will thus find this study's findings valuable. It benefits organizations and practitioners in the industry since it emphasizes the significance of social media to public relations area.
One hundred people were selected at random to complete a questionnaire that had been properly crafted and for the purpose of conducting a survey to gather information for this study. The results effectively confirmed the impact of social media platforms on the communication practices of public relations professionals. This is as a result of the fact that these platforms enable seamless interaction between people and media organizations. Additionally, social media usage has made it simpler to achieve objectives connected to public relations. Social media has an impact on public relations expertise, aids in the development of interpersonal ties, makes it easier for people to share information about the newest advancements in public relations tools and approaches, and shapes the attitude of those who practice public relations.
Keywords:
Public Relations, Indian PR Industry, Social Media, New Media, Instant Messaging.