While the important of new communication technologies has not changed the purpose of public relations or its strategic value to organizations it has caused a significant shift in how public relations is practiced in particular areas. Specifically the increase of social media has allowed public relations practitioners to more directly communicate with different stakeholders groups. Social media presence is a trademark of a vibrant and transparent communications strategy and to that end social media offers particular usefulness in the public relations industry. Social media tools can improve interactivity between public relations industry and the publics, and they reach populations that do not consume traditional media as frequently as others.
CONTENT OF THE ESSAY (BODY OF THE ESSAY)Social media has had a staggering impact on the practice of public relations since the weblogs, or blogs, appeared more than dozen years ago. This has continued to increase as social media developed into a number of different forms including text, images, audio and videos through the development of forums, message boards, photo sharing, podcast, search engines marketing, video sharing, social networks, professional networks and micro-blogging sites. Even though social media are changing how people and organization communicate, it still is difficult to define exactly what social media are. The advent of blogs, podcast and social networks provides public relations with the means to communicate directly with their publics without the interventions of editors and reporters, who can act as gatekeepers or censors of information (smith, 2010).
RELATIONSHIP OF PUBLIC RELATIONS PRACTITIONERS AND JOURNALIST AND NEW MEDIA COMMUNICATION T TECHNOLOGIES.
The public relations practitioners or the PR industry, have to establish the relationship with journalist and that will help strengthen the public relations industry. On the other hand journalist have to tell organizational stories in the media is only one way to establish reputation and build awareness, media relations remains integral part of any public relations program. The goal of media relations is to create “systematic, planned, purposeful and mutually beneficial relationships between journalist in the mass media and public relations practitioners” (Supa & Zoch, 2009). This is done primarily by the public relations practitioners acting as credible source for journalist, respecting the needs of that journalist and provides useful information in timely manner (Howard & Mathews, 2006).
The new media and communication technologies have had a profound impact on public relations, in particular how organizations are able to communicate with their multiple publics. This new media and communication technologies are the most outstanding, common and important channel for interesting groups to get their messages out and influence their surroundings (Larsson, p.132, 2009). Not only to get the message and influence and also to make an impact in the surroundings and make sure the public’s get the right message that will not only influence them but also to change their life’s.
Public relations within the sporting industry play a vital role towards organization key publics, the relationship developed and the overall organizational image that the sport organization portrays. “State that sport public relations can be viewed as a managerial communication function that is concerned with the identification of sporting organizations key publics, the evaluation of its relationship with those publics and encouraging advantageous relationships between the sporting organization and those publics” (Hopwood, Kitchin and skinner, 2011).
IMPACT OF SOCIAL MEDIA ON SPORT ORGANIZATIONS
The role of public relations in sporting organizations has acquired considerable significance in the new media era. Hence making the job of public relation professional equally easy and difficult in terms of understanding social media, how the public use it and how to connect with the key publics. Sport organizations should developing two-way symmetrical communication approaches which include direct interchange with organization’s publics and considering the growing significance, benefits and detriments of using social media. (Hopwood, 2011) “Many sport organization have adopted a social networking approach to communication as it enable them to easily target their audience, share content and comment via links to videos, blogs and other social network platforms.
In conclusions with the findings of impact of social media on public relations suggest that public relations departments in organizations and consultancies are using social media in way that exploit their interactive two-way communication capabilities. And through social media impact relationships were formed between public relation practitioners and journalist in mutually benefiting way for both parties, the overall the practice of media relations will continue to evolve as new media technologies continue to developed and adopted.
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