E-Knjižnica FET "Dr. Mijo Mirković"

Use of social networking sites for public relations

Gregurec , Iva and Dvorski, Stjepan and Dobrinić, Damir (2012) Use of social networking sites for public relations. In: Marketing challenges in new economy. Sveučilište Jurja Dobrile u Puli. ISBN 978-953-7498-57-3

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Public relations (PR) today refer to a form of communication with the public, which aims to influence the attitudes and opinions of the general public by using the Internet. Internet has tremendous potential power for public relations and other communications disciplines and with its growth the release can be made immediately available to the general public. It is “a unique medium with a score of opportunities for organizations to reach and interact with their key publics online” (Kirat, 2007: 167). Companies can use the Internet to structure their information to respond instantly to expanding issues and market developments and changes (Ibid.). It is all about creativity, imagination and ability of the sender of messages to offer people a good reason to change beliefs about the company, product or service. Generally, all online communication activities including PR activities are divided into three groups: communication activities within the company's website, communication with online news media (online news outlets), and communication with social media (Ružić et al., 2009: 232). The easiest form of communication refers to company's communication via their own websites, and it refers to creation of content that describes the activity of the company. Electronic mail, intranets and extranets, CD-ROMs and companies’ websites are the main tools used by public relations departments (Kirat, 2007: 166). Lately, companies use not just the classic ways of communication, but they increasingly use social media on their own websites, in creating corporate blogs (because of the simplicity and low cost), some companies even create forums within their websites, chat rooms, and more frequently, they are present on social networking sites. The Internet provides the basis for interactive flows of information from which PR practitioners could benefit. All sites include a visitor feedback allowing different members of the public to report their comments and views about all issues (Ayish, 2005: 386-387). Social media and new communication technology have shifted the power of communication from public relations practitioners to social media users who may not have a recognized role or defined interest in an organization, but who can collaborate in content creation, and who are proactive in searching information, and value control in social media participation (Smith, 2010: 329-330).

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Tip objekta: Dio knjige
Dodatne informacije: e-book
Teme: 6 Tehnologija (primijenjene znanosti) > 65 Menadžment i organizacija industrije, trgovine i komunikacija > 658 Poslovni menadžment, upravljanje, administracija. Organizacija poslovanja > 658.8 Marketing. Prodaja. Prodavanje. Distribucija, raspačavanje
Odjeli: Odjel za ekonomiju i turizam "Dr. Mijo Mirković"
Datum pohrane: 04 Jul 2013 06:21
Zadnja promjena: 04 Jul 2013 06:21
URI: http://eknjiznica.unipu.hr/id/eprint/2227

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