Social Media for PR Practitioners Research Paper by Nicky

A research paper on how the introduction of social media has altered the traditional communications tools of the public relations (PR) practitioner.
# 151343 | 4,625 words | 3 sources | APA | 2012 | US
Published on Jun 01, 2012 in Computer and Technology (General) , Communication (Public Relations)

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This paper deals primarily with public relations as it pertains to the advent of social media, and discusses some of the problems that many PR people face when they must make a decision whether to embrace the new technology or attempt to stay with the old ways of doing things. The paper provides a literature review and outlines the methodology and results of the study. The paper draws the conclusion that most PR practitioners seem to be in favour of social media, even if they are still a bit hesitant to say that it is going to be the future of PR.

Literature Review

From the Paper:

"Providing a good background for a study such as this one is very important for several reasons, but the most significant reason is that it is much easier to understand a study and the importance that it has when where it came from can be more easily seen. A literature review can provide a great background because it shows what people in the past have been saying about this particular issue. It also gives insight into the evolution of the issue. Here, the literature review will be relatively brief so that there is more space available to focus on the results of the interviews that were conducted, since these show more of the current face of public relations where social media is concerned.
"Edward Betrays and Ivy Lee have long been considered to be the founders of modern public relations, and their contributions to how public relations practice is carried out today are seen in almost everything that a good PR person does. Social media, even though it is bringing many changes that can upset and concern some PR practitioners, is forcing these same practitioners to return to the fundamental principles that Betrays and Lee initially established. This is valuable, because it shows how new technology can be used to get back to the original roots of an art form that has been evolving and changing - not always for the better - throughout a long period of time."

Sample of Sources Used:

  • Breakenridge, Deidre. (2008). PR 2.0: New media, new tools, new audiences. New York: FT Press.
  • Ewen, Stuart. (1996). PR!. New York: Basic Books.
  • Solis, Brian and Deirdre Breakenridge. (2009). Putting the public back into public relations. New York: FT Press.

Cite this Research Paper:

APA Format

Social Media for PR Practitioners (2012, June 01) Retrieved April 21, 2024, from

MLA Format

"Social Media for PR Practitioners" 01 June 2012. Web. 21 April. 2024. <>