RELEVANCE OF SOCIAL MEDIA IN THE PRACTICE OF PUBLIC RELATIONS
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RELEVANCE OF SOCIAL MEDIA IN THE PRACTICE OF PUBLIC RELATIONS
ABSTRACT
This study looks on the use of social media in the practice of public relations at Delta State University Abraka. The introduction of social media to the field of public relations has altered the pattern of public involvement by public relations departments.
The research followed the uses and gratifications hypothesis of mass communication. A total of 180 questionnaires were distributed. The purpose of social media practice in public relations is to improve coverage and connectivity tactics in order to successfully engage the audience.
The study indicated that social media is utilised in public relations to create images, offer news feeds, evaluate responses, and clarify incorrect information. Delta State University should keep students up to speed on academic information and respond to their comments and likes on a regular basis.
Chapter one
INTRODUCTION
1.1 Background for the Study
The rise in competition among organisations offering similar products and services, as well as the free market environment, necessitated the need for public relations activities to engage members of the public who could be prospective or existing customers in a mutually beneficial relationship free of cheating and unfair advantage.
According to Igben (1997), the most recognised definition of public relations, as presented by the British Institute of Public Relations, is that
Public relations practice is the purposeful and consistent attempt to build and maintain mutual understanding between an organisation and its constituents.
According to this definition, public relations is a set of predetermined techniques for establishing, maintaining, and continuing understanding between two parties who rely on one another for survival.
The practice of public relations, which is on image projection, uses effective channels of communication to engage the publics in a cordial relations officer has a huge task to maintain the good image of the organisation ensures that since there are several media outlets
transforming clearly, with increased advancement in technology, he is left with the task of maintaining credibility and mutual relationship with the appropriate media so as to reach their public not just effectively.
This is part of media relations. Igben (1997) defines media relations as “a persistent interaction with media communication in order to maintain the exchange of newsworthy confidences and sustained public information.”
According to Baran (2004), media relations necessitate that the public relations professional maintains positive relationships with media professionals by simply replying to media requests for information or speaking with media representatives.
New media is relatively new in society, particularly in the profession of public relations. New media are technological advances that have a revolutionary impact on the patterns of communication between organisations and their audiences.
According to Luo and Jiang (2012), social media has emerged as an important tool for public relations practitioners. Social networking has become a widespread pastime in today’s world, breaking down the distance boundaries that had previously inhibited connection.
According to Samuel (2014:40), “The invention of the internet provided a new dimension to the media environment, signalled the beginning of technical revolution, and socialisation with a greater thirst for information about everything. This slowly becomes information on people.”
According to Simeon, Sitalaskshmi, Doriane, Donelle, and Tom (2011), social media is a phenomena that has changed the way people interact and communicate around the world. However, social media is not a novel concept. It has evolved since the beginning of human interaction.
Recently, social media has had an impact on many facets of human communication, including business. Some users now utilise social networking on a daily basis.
The importance of social media in communication cannot be overstated, as communication brings people together and promotes peaceful coexistence. As a result, social contact has existed since the beginning of humanity. However, the phenomena described by Simoen et al. serves as the vehicle for engaging in this social connection.
According to Simeon et al. (2011), Emile Durkheim, a French sociology acknowledged by many as the founder of sociology, and Ferdinand Tonnies, a German sociologist, were pioneers of social networks in the late 1800s.
The foundation of media is socialisation. For men to relate, there must be a channel or medium. That medium must improve comprehension of cues from the people participating in communication.
Public relations and social media work well together. According to Lariscy, Avery, Smeetser, and Howes (2009), the usage of social media has made the distribution of information to stakeholders a more efficient and effective job for practitioners.
According to Waters, Bumett, Lamm, and Lucas (209), social networking sites such as Facebook, Twitter, and MySpace have enabled organisations to create profiles and publicise information about their existing or new products.
Delta State University is one of Nigeria’s state institutions, located in Abraka, and has a student population of 36,000, according to DELSU Wikipedia. Olorogun Felix Ibru, the state’s Executive Governor at the time, created it on April 30, 1992.
The university is divided into ten faculties, including the College Faculty of Basic Medical Sciences; the others are the Faculty of Arts, Education, Sciences, Social Sciences, Agriculture, Management Sciences, Law, and Engineering.
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