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Assess The Impact Of Social Media On Public Relations

2412 words - 10 pages

Assess the Impact of Social MediaonPublic RelationsName: SHUAI WANGStudent ID: Z34740271. IntroductionThis article is to assess the impact of social media on public relations by a case study on the "PPA event" of TSKF. If the television has long been a cold medium, and social media can turn the television into a hot medium by a newer and more close means to make audiences interact with television shows and celebrities.(Mayer & Vicki 2011, p.97) Audiences respond to their likes and dislikes because they also know that their opinion is very precious. They can also watch schedules in advance through Twitter and Facebook, to understand the details of the scenes. Traditional enterprises will create various obstacles shut out of customers, while the smart companies will enhance transparency, and make customers insight into everything about companies. The importance of social media has been reflected incisively and vividly in reporting on the Arab revolution.(Rabbat & Nasser 2012, p.201) It can be said that there is no social media, there is no the revolution. But in fact, the impact of social media on public relations has begun before this and it just has not been detected. Firstly, a definition about social media will be presented. Secondly, similarly, relative messages on public relations will be described such as its background, and the relationship between public relations and social media. Then a case study on "PPA event" of TSKF with referencing academic resources will be cited to show the importance and impact of social media on public relations. At last, a detailed explanation about the impact of social media on public relations will be showed to conclude the main theme of the article.2. Assess the Impact of Social Media on Public RelationsIn this part, some basic information about social media and public relations will be presented, including definition and its importance. Then a case study on "PPA event" of TSKF with referencing academic resources will be cited to show the importance and impact of social media on public relations. At last, a detailed explanation about the impact of social media on public relations will be showed to conclude the main theme of the article.2.1 Social MediaThe professors in media see social media as part of network, but network is a transmission platform. In fact, social media is more similar to a social phenomenon--- the user has the right to respond and is still exercising the right rather than the true media.(David Lee King 2012, p. 23). Nowadays, anyway, in today's view, all media is social media. Not like traditional media, social media cannot be bought. And social media needs advertising, community image, corporate image and public relations.Recently, almost all alternative and outdoor media activities go with a few elements of social media. The radio is the real and the most primitive social media. It establishes a close contact with the audience through television and remote radio of DJ. When the...

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