Social Media and Development of Corporate Communications
Article Sidebar
Main Article Content
Abstract
The presence of social media has changed the corporate communications and quickly revolutionize how public relations campaign or program. Compared to the traditional way which rely merely on pure output, the social media has forced the corporate communications to switch on the dialogue process in which all stakeholders, where is not just the company that has the power to circulate the message. Social media is a revolutionary communication tool that changed quickly how the public relations practice becomes an integral part of corporate communications for many companies and offers new options for PR practitioners in every aspect of the communication process which is executed. By using critical analysis and interpretative approach, this article attempts to compare traditional PR with the modern one that integrates social media, and through this comparison analyses the changes that occur in the company, so it might project what happens with the corporate communications practice in the future.
Article Details
Proposed Policy for Journals That Offer Open Access
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
References
Adi, A. (2013) Social Media Audit and Analytics. In: Social Media and the New Academic Environment. [Online]. IGI Global. pp. 143–162. Available from: doi:10.4018/978-1-4666-2851-9.ch007.
Bégin, D. (2013) Rethinking the R.A.C.E. model for a social media world. Journal of Professional Communication. [Online] 2 (2). Available from: doi:10.15173/jpc.v2i2.129.
Chaffey, D. (2016) Global social media research summary 2016. [Online]. Available from: http://www.smartinsights.com/socialmediamarketing/socialmediastrategy/newglobalsocialmediaresearch/ [Accessed: 25 December 2016].
Comcowich, W. (2015) Dueling Surveys: Are PR Pros Ethical or a Bunch of Liars? [Online]. 2015. Available from: http://www.cyberalert.com/blog/index.php/dueling-surveys-are-pr-pros-ethical-or-a-bunch-of-liars/ [Accessed: 25 December 2016].
Davidson, L. (2015) Is your daily social media usage higher than average? - Telegraph. [Online]. 2015. The Telegraph. Available from: http://www.telegraph.co.uk/finance/newsbysector/mediatechnologyandtelecoms/11610959/Is-your-daily-social-media-usage-higher-than-average.html.
Dilenschneider, R.L. (1998) ‘Spin Doctors’ Practice Public Relations Quackery - WSJ. [Online]. 1998. The Wall Street Journal. Available from: https://www.wsj.com/articles/SB896642693373854500.
Duhé, S.C. (2012) New Media and Public Relations. Peter Lang.
Edson, A.S. (2006) Flak vs. Flack: That Is the Question. Cheklist. [Online]. pp.30–31. Available from: http://www.edsonpr.com/NEWS/Cheklist_summer06.pdf.
Eger, J.M. (2012) It’s All About Creativity. [Online]. 2012. The Huffington Post. Available from: http://www.huffingtonpost.com/john-m-eger/-its-all-about-creativity_b_1358886.html.
Eyrich, N., Padman, M.L. & Sweetser, K.D. (2008) PR practitioners’ use of social media tools and communication technology. Public Relations Review. [Online] 34 (4), 412–414. Available from: doi:10.1016/j.pubrev.2008.09.010.
Frankel, T. (2005) Trust and Honesty: America’s Business Culture at a Crossroad. Oxford University Press.
Grunig, J.E. (2011) Public relations and strategic management: Institutionalizing organization–public relationships in contemporary society. Central European Journal of Communication. [Online] 4 (1(6)), 11–31. Available from: http://cejsh.icm.edu.pl/cejsh/element/bwmeta1.element.desklight-69a525a7-ea71-4b47-981d-31fa059ad02a.
Hall, C.R., Rodgers, W.M., Wilson, P.M. & Norman, P. (2010) Imagery Use and Self-Determined Motivations in a Community Sample of Exercisers and Non-Exercisers. Journal of Applied Social Psychology. [Online] 40 (1), 135–152. Available from: doi:10.1111/j.1559-1816.2009.00566.x.
Laskin, A. V. (2009) The evolution of models of public relations: an outsider’s perspective. Journal of Communication Management. [Online] 13 (1), 37–54. Available from: doi:10.1108/13632540910931382 [Accessed: 25 September 2015].
Li, C. & Bernoff, J. (2011) Groundswell: Winning in a World Transformed by Social Technologies. Boston, Harvard Business Review Press.
Lomasky, L.E. (1997) What Do People Really Want? Timur Kuran’s ‘Private Truths, Public Lies’. The Independent Review. [Online] 1 (3), 413–421. Available from: http://www.jstor.org/stable/24561104.
Loras, S. (2016) Social media in Indonesia: big numbers with plenty of room to grow. [Online]. 2016. ClickZ. Available from: https://www.clickz.com/social-media-in-indonesia-big-numbers-with-plenty-of-room-to-grow/94062/ [Accessed: 25 December 2016].
Mangold, W.G. & Faulds, D.J. (2009) Social media: The new hybrid element of the promotion mix. Business Horizons. [Online] 52 (4), 357–365. Available from: doi:10.1016/j.bushor.2009.03.002.
Michel, A.I.G., Ruggiero, T.E. & Yang, K.C.C. (2016) How Public Relations Practitioners Perceive Social Media Platforms? In: Punita Duhan & Anurag Singh (eds.). Managing Public Relations and Brand Image through Social Media. [Online]. IGI Global. pp. 1–19. Available from: doi:10.4018/978-1-5225-0332-3.ch001.
Patrut, M. & Patrut, B. (2013) Social Media in Higher Education: Teaching in Web 2.0. 1st edition. Hershey, PA, USA, IGI Global.
Qualman, E. (2016) Social Media Revolution - Did You Know. [Online]. 2016. Available from: https://www.youtube.com/watch?v=odoYOuvwjDE.
Rohampton, J. (2017) 5 Social Media Trends That Will Dominate 2017. [Online]. 2017. Forbes. Available from: https://www.forbes.com/sites/jimmyrohampton/2017/01/03/5-social-media-trends-that-will-dominate-2017/#1c2aa96b6ffe.
Schwartzman, E., Smith, T., Spetner, D. & McDonald, B. (2009) Essential Online Public Relations and Marketing Skills. 2009 Digital Readiness Report Essential.
Seiple, P. (2010) How to Leverage Social Media for Public Relations Success Using Social Media to Generate Media Coverage and Improve Brand Sentiment. [Online]. HubSpot. Available from: https://cdn2.hubspot.net/hub/53/file-13204195-pdf/docs/hubspot_social_media_pr_ebook.pdf.
Statista (2015) Number of monthly active Twitter users worldwide from 1st quarter 2010 to 1st quarter 2017 (in millions). [Online]. 2015. Statista. Available from: https://www.statista.com/statistics/282087/number-of-monthly-active-twitter-users/ [Accessed: 25 December 2016].
Stelzner, M.A. (2016) 2016 Social Media marketing Industry Report: How Marketers Are Using Social Media to Grow Their Businesses. [Online]. Available from: http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2016/.
Stoker, K. & Rawlins, B. (2010) Taking the BS out of PR: Creating genuine messages by emphasising character and authenticity. Ethical Space: The International Journal of Communication Ethics. [Online] 7 (2/3), 61–69. Available from: http://www.communicationethics.net/journal/v7n2-3/v7n2-3_feat1.pdf.
Tilley, E. (2011) New Culture/Old Ethics: What Technological Determinism Can Teach Us About New Media. In: Bruce E. Drushel & Kathleen German (eds.). The Ethics of Emerging Media: Information, Social Norms and New Media Technology. New York, The Continuum International Publishing Group. pp. 191–212.
Turney, M. (1998) Explanatory phase of public relations. [Online]. 1998. Available from: https://www.nku.edu/~turney/prclass/readings/3eras2.html.