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Social Media Newsrooms in public relations: A conceptual framework and corporate practices in three countries

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Abstract

The rise of social media in organizational settings has opened up new horizons for strategic communication. However, there are also drawbacks. Arguably the most important one is increased complexity. Many communication departments use a multitude of platforms ranging from corporate websites, campaign microsites and blogs to services like Facebook and Twitter to communicate with stakeholders. Social Media Newsrooms (SMNRs) have been introduced as instruments to reduce this complexity. The basic idea is straightforward: SMNRs aggregate social media content provided by the organization and/or thematic content about the organization and its key issues from several platforms in one place. Although SMNRs have been used in public relations practice around the world since the concept was first introduced in 2007, empirical evidence is still missing. This paper closes the research gap by (a) introducing SMNRs from a conceptual perspective based on a literature review, (b) exploring opportunities and challenges for strategic communication, (c) researching empirical manifestations and modes of usage by corporations in three major international markets (United States, United Kingdom, and Germany) based on a comprehensive content analysis of the 600 largest companies and 2045 affiliated brands and subsidiaries, and (d) explaining implications for the practice of public relations.

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... One of these models is the corporate newsroom. Originally, the model was referred to as a social media newsroom and was introduced in 2007 (Zerfass and Schramm, 2014). It gained more traction in the 2010s with several studies (e.g. ...
... These challenges are amplified by the constant development of communication technologies, which creates new possibilities and risks for corporate communication practices Coombs and Holladay, 2023;Zerfass et al., 2020). The recent advances in artificial intelligence (AI) contribute to the "fourth industrial revolution" that may fundamentally change (corporate) communication strategies (Xu et al., 2018).To adapt to new possibilities and risks, companies shift from the traditional corporate communication models, which are often characterised by rigidness and lack of coordination, to new organisational structures (Zerfass and Schramm, 2014;Johansen and Esmann Andersen, 2012). ...
... The active adoption of AI within newsrooms (e.g. for living data archives and channel translations) prompts an urgent need for AI regulation in the context of corporate communication. By providing a detailed (and largely missing) insight and Sturmer, 2012; Zerfass and Schramm, 2014) discussing the potential of the model to adapt corporate communication to digital challenges. The core advantage of the model was its focus on aggregating a company's (social media) online content and thus serving as a single access point. ...
Preprint
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Many companies adopt the corporate newsroom model to streamline their corporate communication. This article addresses why and how corporate newsrooms transform corporate communication following the rise of artificial intelligence (AI) systems. It draws on original data from 13 semi-structured interviews with executive communication experts in large Swiss companies which use corporate newsrooms. Interviews show that corporate newsrooms serve as an organisational (rather than spatial) coordination body for topic-oriented and agile corporate communication. To enable their functionality, it is crucial to find the right balance between optimising and stabilising communication structures. Newsrooms actively adopt AI both to facilitate routine tasks and enable more innovative applications, such as living data archives and channel translations. Interviews also highlight an urgent need for AI regulation for corporate communication. The article's findings provide important insights into the practical challenges and coping strategies for establishing and managing corporate newsrooms and how newsrooms can be transformed by AI.
... Each organization filtered its list in an attempt to identify only the most senior members. Potential respondents were e-mailed multiple invitations to participate in the survey [1]. The final sample included only the 620 practitioners who passed a rigorous screening process designed to identify senior-level communicators, approximately 62 percent of total respondents. ...
... The degree to which organizations have implemented new media practices is the strongest predictor of influence among European practitioners but is only weakly related to influence in the US context. 1,190; GAP n's ¼ 569-583. Question reads, "Please describe the extent to which your department used each of the following media to engage with external stakeholders in the past 12 months," on a scale ranging from "didn't use" to "used significantly" More touch points 0.15*** 0.21*** Less control over our message À0.07* À0.13** PR should define voice across all media 0.06**** 0.04 "Central but flexible" strategy 0.09** 0.10* Digital and social media implementation 0.21*** 0.08**** R 2 9.2% 7.1% ...
Article
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Purpose – The purpose of this paper is to explore trends in practitioners’ perceptions of their role within organizations as well as their influence among senior management both in the USA and Europe. It analyses practitioners’ beliefs about the status of their work as well as their understandings of the ways the new media environment is shifting their everyday practice. Design/methodology/approach – This paper draws on data from two surveys of public relations (PR) practitioners, one in the USA and the other in Europe. These data enable comparisons between communication practice in the two geographic areas. The paper focusses the analysis on senior-level practitioners who reported working within the communication department of an organization. Findings – The findings of this study suggest that practitioners in both regions are optimistic about the influence of communications within their broader organizations. However, European practitioners are more likely to adopt a “central but flexible” organizational strategy for managing the need to speak in many voices across media and publics. American respondents report much greater use of social media tools than do their European counterparts. These findings are discussed as they relate to the diverse circumstances characterizing the communication practice in each region. Originality/value – This paper provides a rare comparative look at attitudes and practices within PR and communications in two distinct geographic areas.
... Organizations are gradually adopting media logics in the way they communicate directly to their publics, for example by using journalistic style and format in their corporate news (Bajkiewicz, Kraus, & Hong, 2011;Ihlen & Pallas, 2014;Zerfass & Schramm, 2014). This process is at the core of mediatization theory and deals with organizations, other than the media, adjusting to the logic of media institutions and adopting the working practices and preferences of the media (Ihlen & Pallas, 2014;Strömbäck, 2011). ...
Article
Full-text available
Media relations is historically a core activity qualifying public relations from other communication-related professions and is widely practiced in many organizations. Despite the increasing use of digital media to directly communicate with publics, journalists are still key stakeholders for organizations. Also communications by organizations have become more and more mediatized and at the same time more and more journalists are switching to a public relations career. Yet, if more journalists are becoming public relations practitioners and more public relations practitioners are adopting journalistic working practices, does this change the way these communicators perceive themselves and the other profession? The aim of this study is to provide some insights from a southern, Latin country, Italy, on how Italian public relations practitioners and journalists perceive their and the other profession, roles, practices and relationships. A mixed method, including face-to-face interviews and an online survey, was used to collect and analyse the data. Results indicate that public relations and journalism’s converging roles is affecting how these communicators perceive each other in a favorable manner. Furthermore, the impact is more evident in public relations practitioners since their opinions of journalism and journalists correspond to journalists’ self-evaluations.
... When communication managers and teams work autonomously to a large extent, there is greater danger of errors, which raises the importance of both tolerance and trust as a means to reduce complexity. However, while risks are certainly involved with making strategic integrated communication more agile, the value for organizations to become more agile seems to outweigh the challenges (Zerfass & Schramm, 2014 (d) Facilitating the achievement of organisational goals (Finney 2011;Finney and Scherrebeck-Hansen 2010;Piercy 2001;Piercy and Morgan 1991) and acceptance of the change required to cope with competitive pressures (Piercy 1991;Finne and Grönroos 2009) by showing internal stakeholders that their work counts (Ruck and Welch 2012). ...
Conference Paper
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This paper examines the impact of social customer relationship management (SCRM) and customer engagement on profitability in the hospitality industry amidst the COVID-19 crisis. It highlights the need for hoteliers to retain employees and maintain service assurance. The study identifies hedonic value as predominant in hospitality services but notes a potential customer shift to lower-tier service providers due to reduced incomes. It explores the introduction of new value propositions focusing on customised, sustainable experiences. The research, involving surveys of hotel managers, employees, and customers in Mauritius, finds that brand loyalty and positive word of mouth (PWOM) are significantly influenced by customer factors, while management factors heavily influence customer engagement. The study emphasises a multi-stakeholder approach for effective SCRM implementation.
... Nevertheless, more and more organizations have adopted technology to invest in their own (quasi-)journalistic products to reach their news media stakeholders (Pettigrew and Reber, 2010). Media relations activities are increasingly bundled and executed in social media and online corporate newsrooms -sections of organizational websites where press releases, fact sheets, photos, videos and other multimedia content are published for journalists' access (Zerfass and Schramm, 2014). The term newsroom implies that corporations no longer perceive themselves as mere providers of information exclusively for news media, but rather act as journalists themselves (Moss, 2021;Sherwood et al., 2017). ...
... When communication managers and teams work autonomously to a large extent, there is greater danger of errors, which raises the importance of tolerance and trust as a means to reduce complexity. Thus, there are particular risks involved with making strategic integrated communication more agile but, on the whole, the value of creating an agile, integrated structure seems to outweigh the challenges (Zerfass and Schramm, 2014 ...
... There is a scarcity of empirical studies on how public relations practitioners use and are affected by online public relations (Abdul Rahman, 2019;Robson, 2013;Zerfass & Schramm, 2014). ...
Thesis
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This study sought to analyze Ghanaian public relations practitioners’ use of social media and influence on public relations practice. Using the uses and gratification theory and dialogic theory of public relations as a lens, the study sought the views of 20 public relations practitioners. Essentially, the interviews sought information on how public relations deploy social media in their work, how their work is influenced, the challenges associated, and the competencies required to navigate the evolving world of social media and public relations. The study found that public relations practitioners in Ghana were well informed of social media platforms and employed them in their duties and are unanimous in agreement that social media have reshaped mainly the mechanism by which they interact with their publics by bringing them closer to their target audience. It was also revealed that work output and efficiency was positive because practitioners could get to their publics in real-time and interact seamlessly. Finally, the study revealed that practitioners may be under-utilizing social media and may not be reaping the benefits that abound primarily because training in the proper usage and deployment of social media platforms is not abreast with the evolving technology of social media. Despite these significant findings, there were other issues that the study could not address, including the views of organizational publics and the use of the quantitative approach, which would have made it possible to obtain a significant enough sample and thereby make it possible to generalize the findings of the study. Accordingly, the present study recommends that researchers investigate the extent to which social media mediate the relationship between organizations and their publics and find out whether the relationship mediated by social media is stronger or otherwise than the one by traditional/legacy media.
... On one side, this provides an ideal opportunity for organizations to get into direct contact with potential stakeholders. On the other side, direct contact is less controllable than traditional media (Zerfass & Schramm, 2014). Regarding signaling theory, the two-way symmetric interaction via social media enables receivers to give direct and public feedback (Etter et al., 2019). ...
Article
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Companies increasingly recognize the importance of communicating corporate social responsibility (CSR) including their engagement toward employees, the community, the environment and other stakeholder groups to attract applicants. The positive findings on the effect of CSR on applicants’ reactions are commonly based on the assumption that companies send a clear signal about their commitment to CSR. However, communication is always contextualized and has become more ambiguous through the increased availability of information online. External stakeholders including actual and potential applicants are confronted with inconsistencies between the way companies communicate CSR activities and their overall CSR performance. Drawing on signaling theory, this article raises the question of how the interaction between strong CSR communication and low CSR performance influences organizational attractiveness. We propose that low CSR performance dampens the effect of CSR communication on organizational attractiveness. Hence, the inconsistency between CSR communication and CSR performance decreases organizational attractiveness. To test our hypotheses, we scraped 67,189 posts published on corporate Facebook career pages by 58 Fortune 500 companies from the time they began their respective career page until June 2018. Surprisingly, our results show that a low CSR performance strengthens the effect of CSR communication on organizational attractiveness. Thus, inconsistencies between CSR communication and CSR performance seem to lead to positive evaluations among applicants.
... On one side, this provides an ideal opportunity for organizations to get into direct contact with potential stakeholders. On the other side, direct contact is less controllable than traditional media (Zerfass & Schramm, 2014). Regarding signaling theory, the two-way symmetric interaction via social media enables receivers to give direct and public feedback (Etter et al., 2019). ...
Article
Full-text available
Companies increasingly recognize the importance of communicating corporate social responsibility (CSR) including their engagement toward employees, the community, the environment and other stakeholder groups to attract applicants. The positive findings on the effect of CSR on applicants’ reactions are commonly based on the assumption that companies send a clear signal about their commitment to CSR. However, communication is always contextualized and has become more ambiguous through the increased availability of information online. External stakeholders including actual and potential applicants are confronted with inconsistencies between the way companies communicate CSR activities and their overall CSR performance. Drawing on signaling theory, this article raises the question of how the interaction between strong CSR communication and low CSR performance influences organizational attractiveness. We propose that low CSR performance dampens the effect of CSR communication on organizational attractiveness. Hence, the inconsistency between CSR communication and CSR performance decreases organizational attractiveness. To test our hypotheses, we scraped 67,189 posts published on corporate Facebook career pages by 58 Fortune 500 companies from the time they began their respective career page until June 2018. Surprisingly, our results show that a low CSR performance strengthens the effect of CSR communication on organizational attractiveness. Thus, inconsistencies between CSR communication and CSR performance seem to lead to positive evaluations among applicants.
... On the one hand, this has to be observed in the context of digitization: If users cannot assign online offers to different fields such as marketing, human resources or investor relations or-in the case of critics-do not want to, painstakingly established organizational structures of strategic communication may come under pressure (Mangold & Faulds, 2009). Social media newsrooms can be interpreted as a reaction to these hybrid users (Zerfass & Schramm, 2014). On the other hand, the hybrid nature of corporate social responsibility reports has been explained as follows: ...
Article
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From content marketing and corporate publishing to storytelling and brand PR—the literature contains many examples of hybrid structures in strategic communication in general and more specifically in public relations (PR). The question that arises is which problem these hybrid structures solve. This article focuses on a systems theoretical basis on the function of these hybrid structures. Hybridization is understood as a process by which a social system adopts program structures of another system. Hybridization as a strategy assumes an innovation function in systems and facilitates learning. Hybridizations can be observed in PR on two logical levels: Firstly, PR is itself the result of a hybridization process. This is an example of how differentiated systems can originate from hybrid structures. Secondly, like every form of strategic communication, PR suffers from a lack of trustworthiness, attention and relevance of its communication objects. In order to be able to continue to influence decisions in the interest of those described positively, PR unscrupulously adopts structures of journalism, advertising and entertainment.
... On the other hand, the organization itself becomes messier, because flatter hierarchies open up communication pathways outside procedural specifications, thus more uncontrolled communication at a horizontal level. Still, the strategic value of creating an agile, integrated structure (Belasen & Belasen, 2019) seem to outweigh the challenges of the concept (Zerfass & Schramm, 2014). ...
Article
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Corporate communication increasingly evolves into newsroom-like forms. In such structures, traditional approaches of functional differentiation (i.e., internal coms, media relations, public affairs, etc.) give way to topic-and content-centered approaches to corporate communication. Megatrends like globalization, digitalization, mediatization, and the decline of journalism have facilitated these developments. This study provides insights on agile content management gathered from 32 semi-structured expert interviews with communication professionals working in 13 business organizations in Germany and Austria. Results indicate that on the strategic level, communication management reacts to rising communicative demands in organizational environments by implementing agile-like concepts in communication departments, which are content-driven and not based on departmentalized specialization. Accordingly, the importance of competent and largely autonomous content managers increases, with these experts subsequently serving as conductors of inclusive, collective storytelling that reaches far beyond the communication department, into every relevant stakeholder group. Thereby, business organizations cope with the challenges of increasing complexity in the information society of the 21 st century.
... example is presented by Singh et al. (2019) that suggests how the Indian government could benefit from efficient monitoring and controlling of governmental policies through public involvement and could even save resources by using transparent bots (see also Bhimani, Mention, & Barlatier, 2019;Lee & VanDyke, 2015;Zerfass & Schramm, 2014). In addition, non-profits could benefit from using social bots e.g., in donor communications or news feeds on their social media channels. ...
Article
We identified a lack of theoretical concepts and empirical knowledge about the perception and usage of social bots from the organizational and communication management perspective. Therefore, we first introduce social bots in the realm of communication and information management by using a profound literature review. Second, by building on mediatization theory and strategic communication, we introduce the concept of deep strategic mediatization. By surveying the attitudes towards and usage of social bots of leading European communication professionals (n = 2,247) from 49 European countries, we thirdly offer first indications how diverse European organizations in different European regions use social bots. Results indicate, that leading communication professionals in Central and Western Europe as well as Scandinavia perceive highly ethical challenges, while in Southern and Eastern Europe professionals are less skeptical regarding the usage of social bots. Only 11.5 percent (n = 257) declare their organization uses or are making plans to use social bots for strategic communication. They are used primarily for identifying and following social networks users. This refers specifically to the usage of digital traces for strategic communication purposes e.g., to identify topic area opinion leaders or social media influencers. However, this represents only a small minority of the sample-leading to the conclusion that only a small minority of organizations already practice deep strategic mediatization.
... On the other hand, the organization itself becomes messier, because flatter hierarchies open up communication pathways outside procedural specifications, thus more uncontrolled communication at a horizontal level. Still, the strategic value of creating an agile, integrated structure (Belasen & Belasen, 2019) seem to outweigh the challenges of the concept (Zerfass & Schramm, 2014). ...
Presentation
The presentation highlights how companies establish corporate newsrooms and thereby become more agile in their content management. This new approach is entirely topic-driven, hence topic-based strategic communication.
... However, online media have redefi ned this routine (Grunig, 2009) by allowing individuals to access information rapidly from multiple new sources such as Twitter, Facebook, blogs, and YouTube (Gonzáles-Herrero & Smith, 2008;Pang, Hassan, & Chong, 2014). Given that social media newsrooms are playing an increasing role, which opens new avenues for organizational profi le, messaging, and strategic communication (Zerfass & Schramm, 2014), these platforms assume heightened importance and require greater attention of organizations (Siah, Bansal, & Pang, 2010). ...
... Hier stellen sich unter anderem Fragen nach der Persistenz journalistischer Selektionsroutinen bzw. der sie modellierenden theoretischen Ansätze (Bruns, 2009;Friedrich, Keyling, & Brosius, 2016;Williams & Carpini, 2004), nach Wahrnehmungen des politischen Meinungsklimas (Bernhard & Dohle, 2014;Dohle & Bernhard, 2013;Dohle, Blank, & Vowe, 2012) oder nach potentiell neuen Strategien der (politischen) Öffentlichkeitsarbeit (Kent & Taylor, 1998;Zerfass & Schramm, 2014), insbesondere auch angesichts der spezifischen rechtlich-normativen Problemstellungen im Bereich der Regierungskommunikation und staatlichen Öffentlichkeitsarbeit (Jensen, 2006;Kocks & Raupp, 2014, 2015b. Der technologisch induzierte Medienwandel verändert bestehende Paradigmen (siehe auch die Beiträge von Raupp und Rußmann in diesem Band) und verhilft bisher nur wenig beachteten Perspektiven zu neuer Bedeutung im Bereich der empirischen Kommunikationsforschung (siehe auch den Beitrag von Kocks in diesem Band). ...
Chapter
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Was ist Regierungskommunikation? Was sind ihre Aufgaben und Ziele? Welches sind die drängendsten Probleme staatlicher Öffentlichkeitsarbeit? Die Antwort auf diese Fragen fällt unterschiedlich aus, je nachdem, aus welchem disziplinären Bereich sie beantwortet werden. Innerhalb der Kommunikationswissenschaft befassen sich zwei Forschungsbereiche mit Regierungskommunikation, nämlich die Forschung zur politischen Kommunikation und die Public Relations-Forschung (Canel & Sanders, 2012; Sanders, 2011; Sanders & Canel, 2013).
... Moreover, the success of social media practice depends on the understanding of all its functionalities and the introduction of a multi-way online interaction (Jiang et al. 2016). Nevertheless, as social media offers many opportunities for strategic communication (Zerfass and Schramm, 2014) a comprehensive study on this issue is of a great importance for nowadays communication. In this context, our study aims to analyse how social media is used by Offi cial Statistical Institutes to interact with citizens and disseminate information. ...
Article
Social media tools are wide spread in web communication and are gaining popularity in the communication process between public institutions and citizens. This study conducts an analysis on how social media is used by Offi cial Statistical Institutes to interact with citizens and disseminate information. A linear regression technique is performed to examine which social media platforms (Twitter or Facebook) is a more effective tool in the communication process in the offi cial statistics area. Our study suggests that Twitter is a more powerful tool than Facebook in enhancing the relationship between offi cial statistics and citizens, complying with several other studies. Next, we performed an analysis on Twitter network characteristics discussing " offi cial statistics " using NodeXL that revealed the unexploited potential of this network by offi cial statistical agencies.
... The methodological approach taken was that of a descriptive study as has been used in similar studies in the field of communications ( Gomez & Chalmeta, 2011;Zerfass & Schramm, 2014), analysing the content of the websites of the selected firms. Given how rapidly web pages date and become obsolescent, the data from all the study's websites was collected in the same month. ...
Article
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Purpose The purpose of this paper is to establish a categorization of corporate websites as tools of online communication, in accordance with how they apply usability to the content they present, and to determine the indicators of the content and usability variables which mark the differences between each group of websites. Design/methodology/approach The present study analyses how 754 firms manage the usability of the content they provide through the channels of their corporate websites. To this end, a cluster analysis was applied to distinguish the types of firms according to the usability and content of their websites, followed by a discriminant analysis to determine which variables differentiate the groups. Findings The work has presented a list of the indicators that the literature has considered to be determinant aspects of firms’ use of their websites for corporate strategic communications. These indicators can be applied in forming an instrument to measure the quality of company websites in this area. Originality/value The present paper has attempted to clarify the panorama of corporate online communication via websites, understanding the issue as being not just a mere technicality but addressing it from the perspective of the emitter of the communication as a strategic instrument.
... Through interactions with stakeholders via SM applications, organizations seek to develop stakeholder engagement, to cultivate relationships and to reduce the complexity of communication (Lovejoy et al., 2012;Waters et al., 2009;Zerfass and Schramm, 2014). In effect, the use of social network platforms may actively open corporate dialogue, which means that companies could use SNSs to provide information in much greater detail and to increase transparency and immediacy. ...
Article
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Abstract Purpose – The purpose of this paper is to investigate the relationship between ownership concentration and human capital (HC) disclosure released via LinkedIn. Design/methodology/approach – This study uses a quantitative methodology. The sample is composed of 150 European companies. Content analysis was used to examine HC disclosure via LinkedIn. Regression analysis was used to test the hypothesis. Findings – The results indicate that ownership concentration negatively influences HC disclosure via LinkedIn, confirming that closely held firms have little motivation to voluntarily release information. Research limitations/implications – The main limitation of this study relates to the sample size. Furthermore, this study investigates only the quantity of HC disclosure; it does not consider the quality of this information. Practical implications – The typical ownership structure of European firms generates a force that opposes the growing pressure for internationalization and global transparency. This important issue needs to be considered in investor decisions, HC management and reporting and in setting accounting standards. Moreover, the study points out that, despite the potential opportunities provided by LinkedIn to build and enforce relationships with their stakeholders, companies mainly use LinkedIn for recruitment purposes. Originality/value – This study contributes to the literature on HC disclosure because it is, to the best of the authors’ knowledge, the first study that exclusively examines HC disclosure by European companies via LinkedIn and because it develops a disclosure index that includes items concerning the stock of knowledge and capabilities of employees in addition to the practices in human resource management. Keywords LinkedIn, Ownership structure, Human capital disclosure Paper type Research paper
... Organizations are gradually adopting media logics in the way they communicate directly to their publics, for example by using journalistic style and format in their corporate news (Bajkiewicz, Kraus, & Hong, 2011;Ihlen & Pallas, 2014;Zerfass & Schramm, 2014). This process is at the core of mediatization theory and deals with organizations, other than the media, adjusting to the logic of media institutions and adopting the working practices and preferences of the media (Ihlen & Pallas, 2014;Strömbäck, 2011). ...
Article
Full-text available
Media relations is historically a core activity qualifying public relations from other communication-related professions and is widely practiced in many organizations. Despite the increasing use of digital media to directly communicate with publics, journalists are still key stakeholders for organizations. Also communications by organizations have become more and more mediatized and at the same time more and more journalists are switching to a public relations career. Yet, if more journalists are becoming public relations practitioners and more public relations practitioners are adopting journalistic working practices, does this change the way these communicators perceive themselves and the other profession? The aim of this study is to provide some insights from a southern, Latin country, Italy, on how Italian public relations practitioners and journalists perceive their and the other profession, roles, practices and relationships. A mixed method, including face-to-face interviews and an online survey, was used to collect and analyse the data. Results indicate that public relations and journalism’s converging roles is affecting how these communicators perceive each other in a favorable manner. Furthermore, the impact is more evident in public relations practitioners since their opinions of journalism and journalists correspond to journalists’ self-evaluations.
... This new concept built on crowd sourcing is a reference point for how new technologies change traditional media relations. Emerging technologies such as online press rooms (Callison, 2003;González-Herrero & Ruiz de Valbuena, 2006), social media newsrooms (Zerfass & Schramm, 2014), the Facebook initiative "Instant Articles" (Constine, 2015), specific apps for targeting journalists, etc. will continue shaping media relations -"noteworthy that relatively few researchers are examining media relations on its own as a strategic function of public relations" (Supa, 2014, p. 7). Therefore, the process of creating media relations programs and campaigns as well as roles will change due to the advent of new forms of media, and changes within media organizations and the media system, as well as on the micro level. ...
Article
The article reviews the status of media relations in Europe while it reflects the upcoming media shift from mass mediated communication to own produced and delivered content by strategic communicators. The literature review echoes the changing media landscape from the PR practitioner’s point of view: Whereas the 20th century gave birth to different kind of media relations, the highly networked and fluid ways of content re-production, dissemination and therefore the co-construction of meaning became much more important for all kinds of organizations and their public relations practitioners as well as marketeers. Referring to these new forms of mediatized content, the final section of the literature review introduces the concept of strategic mediatization as a new practice supplementing and/or replacing old media relations. Based on the theoretical ground stressed out in the literature review, an empirical study was carried out based on a quantitative survey among 2253 communication practitioners across Europe. The survey results emphasize a strong shift from the prevalence of mass media to owned media especially in Western and Northern Europe. However, the rising importance of new content practices is considered important in all European regions alike. Nevertheless, the study identifies large gaps between the considered importance and the usage of these new media relations practices.
... 2) Yet, research on new technology in public relations continues to ignore most other digital technologies. As Zerfass and Schramm (2014) suggest: ...
Article
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Technology scholarship is now the biggest area of study in public relations, accounting for more journal submissions than any area—even crisis. This essay argues for a more reflexive approach to social media and new technology in public relations. Using the results of a recent Delphi study of new technology as a guide, this essay explores the implications of some of the trends in new technology and offers suggestions for communication professionals and scholars regarding how to safeguard stakeholders and publics while still moving forward with social media and technology tools as they evolve.
... Organizations are gradually adopting media logics in the way they communicate directly to their publics, for example by using journalistic style and format in their corporate news (Bajkiewicz, Kraus, & Hong, 2011;Ihlen & Pallas, 2014;Zerfass & Schramm, 2014). This process is at the core of mediatization theory and deals with organizations, other than the media, adjusting to the logic of media institutions and adopting the working practices and preferences of the media (Ihlen & Pallas, 2014;Strömbäck, 2011). ...
Article
Full-text available
Media relations is historically a core activity qualifying public relations from other communication-related professions and is widely practiced in many organizations. Despite the increasing use of digital media to directly communicate with publics, journalists are still key stakeholders for organizations. Also communications by organizations have become more and more mediatized and at the same time more and more journalists are switching to a public relations career. Yet, if more journalists are becoming public relations practitioners and more public relations practitioners are adopting journalistic working practices, does this change the way these communicators perceive themselves and the other profession? The aim of this study is to provide some insights from a southern, Latin country, Italy, on how Italian public relations practitioners and journalists perceive their and the other profession, roles, practices and relationships. A mixed method, including face-to-face interviews and an online survey, was used to collect and analyse the data. Results indicate that public relations and journalism’s converging roles is affecting how these communicators perceive each other in a favorable manner. Furthermore, the impact is more evident in public relations practitioners since their opinions of journalism and journalists correspond to journalists’ self-evaluations.
Article
This article examines the social technology company Meta’s public communication on problematic content, via their official ‘Meta Newsroom’, within the context of growing regulatory scrutiny. For nearly a decade, the Meta Newsroom has been a major outlet for Meta company announcements, and since 2016, the Newsroom has increasingly become a key source for company responses to concerns regarding mis/disinformation and other kinds of problematic content on Meta’s platforms. Using a mixed-methods approach informed by discourse analysis, this article critically examines Newsrooms posts from 2016 to early 2021. It asks: how is Meta framing ‘problems’ on its platforms? How is Meta identifying ‘solutions’ to those problems? And is Meta ‘nudging’ policymakers in specific conceptual directions? Overall, we find that Meta is framing content moderation issues through four key frames – ‘authenticity’, ‘political advertising’, ‘technological solutions’, and ‘enforcement’ – that benefit Meta, as they shift responsibility while also demonstrating that Meta is an active and capable problem-solver.
Article
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Frame of the research: Significant transformations in the field of communication are marked by the increasing integration and transboundary role of communication across organizational functions. The diffusion of digital information technologies has further transformed strategic communication and journalism and challenged traditional notions of organizational control. Purpose of the study: This study delves into the changing landscape of these professions, emphasizing the impact of digital technologies, media logics, and the democratization of communications through platforms like social media. Against these media transformations, this research questions whether the professional identities and institutional logics of those operating in these fields have evolved. Methodology: Through expert interviews, this study explores professionals experience recent changes in the media landscape and digital technologies and reflect back on how these have influenced their professional identities, practices and the perceptions of the other profession. Results: this study shows that some transformations in the social representations associated with the profession of strategic communication and journalism are present, while there is a convergence of these professional skillsets. Research limitations: The study is qualitative in nature and based on a limited sample, thus the results cannot be generalized. Practical implications and originality of the study: This study providing insights into the evolving professional landscape of communication in Italy, offering some empirical evidence on these professions’ perception. The study addresses a gap in research with a country-specific focus and shedding light on the intricate interplay of technology, culture, and evolving communication practices.
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Die Konvergenz in der Unternehmenskommunikation ist in der Forschung ein seit längerem diskutierter Aspekt. In der Unternehmensrealität beweisen allerdings Organigramme, Budgetzuweisungen, Praktiken und Habiti die Überlebensfähigkeit etablierter und teilweise auch mühsam erkämpfter Strukturen. So beanspruchen Marketing und PR jeweils für sich, nicht nur funktional, sondern auch strategisch die Gesamtorganisation maßgeblich zu prägen (Seidenglanz und Kindermann 2018). Vor dem Hintergrund digitaler Transformation, sich verändernder Rezeptiongewohnheiten von Stakeholdern und dem wachsenden Angebot von Kommunikationskanälen sind Unternehmen allerdings gefordert zu reagieren und eine intensive Zusammenarbeit der Kommunikationsdisziplinen zu forcieren. Als ein Treiber wird der Ansatz der integrierten Unternehmenskommunikation (Bruhn 2014; Mast 2019) und in dessen Folge die Etablierung von Newsroom-Konzepten zur themenzentrierten Steuerung der Unternehmenskommunikation (Zerfaß und Schramm 2014; Moss 2016) gesehen. Gleichzeitig wird der Einsatz von Künstlicher Intelligenz zur Optimierung der Kommunuikationsaktivitäen diskutiert und erprobt. Dieser Einsatz von technischen Artefakten und seine Auswirkungen auf eine Konvergenz nicht nur von Abteilungsgrenzen, sondern auch auf Rollen und Qualifikationen in Kommunikationsteams wird allerdings noch wenig betrachtet (Rosenberger und Niederhäuser 2019, Banholzer 2020). Nachfolgend werden Newsroom-Konzepte und der Einsatz von KI-Lösungen als Reaktion auf veränderte Rahmenbedingungen unternehmerischen Handelns beschrieben sowie als Treiber für die Konvergenz von Kommunikationsdisziplinen und -rollen in der Unternehmenskommunikation analysiert. Deutlich wird, dass der Einsatz von Technologien neue Aufgabenzuschnitte in der Unternehmenskommunikation nach sich zieht, die sich nicht in der Installation von Newsrooms erschöpfen kann, sondern eine Transformation der Unternehmenskommunikation zu einem Information-Hub für das Unternehmen nach sich ziehen muss.
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O presente artigo tem o objetivo de analisar a produção científica sobre a gestão da comunicação nas organizações, dentro do campo das Ciências Sociais e Business Management. Para isso, realizou-se um estudo bibliométrico, por meio da seleção de trabalhos científicos publicados de 2012 a 2021 na base de dados Scopus. Também foi feita uma análise textual dos artigos selecionados com a utilização do software Iramuteq. A pesquisa revelou que nos últimos 10 anos, sobremaneira a partir de 2018, as publicações sobre gestão da comunicação têm se intensificado, com destaque para o segmento de mídias sociais e para a abordagem sob a ótica da comunicação estratégica. Tal fato ajudou a indicar que as organizações têm se movimentado no sentido de se ajustar às mudanças de comportamento dos seus públicos e da evolução das tecnologias da comunicação, conforme literatura no campo. Constatou-se ainda que a maior parte dos estudos é empírica e relacionada a empresas privadas, com ênfase às universidades e organizações não governamentais. Por meio dos resultados, foi sugerida uma agenda de pesquisa futura sobre a gestão da comunicação.
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In fact, several recent developments in the upcoming international scenario have ushered into important changes in India’s foreign policy structure under PM Modi which have to forge NewDelhi’s closer relations with neighbouring countries. Evidently, that manifests a more pragmatic interest-oriented foreign policy of the country with a view to make India a self-sustaining economic power with socio-political stability and potentially sound security structure. Ratification of Land Boundary Agreement is like falling of the “Berlin Wall” between India and Bangladesh which is considered as the golden chapter in their bilateral relationships and the BJP’S victory in Utter Pradesh would definitely affects the remaining issues, between the two countries. Today, both are strategic partners in the war against terrorism. Though, there are several unavoidable issues gravely influencing the bilateral relations need further deliberation.
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This research aims at analyzing and evaluating studies concerned with using social media to manage digital organizational communication. Current research tracked recent studies published from 2014 to 2019 to give an in-depth view of the most important topics of these studies, their theoretical backgrounds, methods, findings and recommendations. This research used qualitative meta-analysis depending on a systematic review to give an accurate critical investigation of the organizational communication and social media studies in both professional and academic fields. Results showed that managing organization – public relationships through social media changed the organizations’ conception of the public, which is seen as more active and as an equal partner. Also, managing organization – public relationships through social media proved to support the effectiveness and efficacy of public relations and empowered digital organizational communication practitioners. Social media influencers became one of the factors determining the organization ability to use its digital platforms effectively. In this regard, organizations need to develop comprehensive strategic vision in order to make use of social media in fulfilling their stakeholders’ expectations and achieving the organization’s objectives. Relationship Management Approach and Dialogue Theory were the most common theoretical frameworks used in social media and organizational communication research. Most of this research utilized surveys and questionnaires as the method and data collection tools. These researches depended on evaluative, functional, technological and organizational orientation to examine how different organizations are using social media to manage digital communication with the public. The current research provides a multi-dimensional future vision on the studies of organizational communication and social media, which include topics, theoretical approaches, methodological design, and the scope of the geographical and organizational application.
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Bu çalışmanın amacı, dijitalleşen gazetecilik mesleğinin öne çıkan alanlarından biri olmaya aday olan veri gazeteciliğinin ilk olarak, Türki ye’deki İletişim fakültelerinin yüksek lisans ve doktora çalışmalarındaki “yerini” tezler üzerinde, ikinci olarak da makaleler üzerinde tanımlayabilmektir. Analiz tekniği olarak, Bibliyometrik kullanılmakta ve akademik pencereden konunun nasıl ele alındığı, istatistiksel ve sayısal teknikler yoluyla incelenmektedir. Çalışmada, 2000-2020 yılları arasındaki 20 yıllık periyot içinde tezler ve makaleler analiz edilmektedir.
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This study examines the patterns and trends of social media-related public relations research published in 14 journals from 2006 to 2020. It analyzes the theoretical trends (i.e., research topics, theories and theoretical models, hypotheses, and research questions), methodological trends (i.e., types of sample, sampling methods, and research methods), and social media platforms used in 445 published journal articles. The findings are compared with the publication trends of social media-related public relations articles by journals in interdisci-plinary areas, which include communication, public relations, and new media. The results reveal the trends of public relations research across three stages of social media development. In addition, this study provides directions for future public relations research involving social media and calls for more studies on fake news on social media, artificial intelligence on social media apps, and social media influencers. The theoretical and practical implications of the findings are also discussed.
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Unter dem in regelmäßigen Abständen wiederkehrenden Schlagwort „Social Bots“ wird in der öffentlichen Debatte überwiegend ein negativ konnotiertes Bild gezeichnet, wonach diese vornehmlich für die gezielte Verbreitung von Falschnachrichten, Desinformationen sowie Hassrede verantwortlich sind und letztlich sogar eine Gefahr für die Demokratie darstellen können. Allerdings ist die Wirkungsmacht der in Deutschland gerne als „Meinungsroboter“ betitelten Computerprogramme bisweilen umstritten. Dennoch macht der Umstand, dass der alleinige Einsatz derartiger Programme eine solche Resonanz hervorruft, eine grundlegende Einordnung der Mechanismen notwendig.
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The Corporate Newsroom is still a very young object of investigation. The publication of this book in German language (Moss 2016) was the first time to present a theoretical framework for the Corporate Newsroom. An empirical study among companies in Germany was presented by Sadrowski (2015). Later studies were published in Switzerland (Keel and Niederhäuser 2016), Austria (Ninova-Solovykh et al. 2019) and the DACH region (Moss 2019; Seidenglanz 2019). Hardt and Moss (2016) described the Corporate Newsroom by the example of Siemens and the German Insurance Association GDV (2016).
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This chapter aims to promote brand management through social media in global marketing, thus explaining the theoretical and practical overview of social media, evolving dynamics of brand management, shifts in global marketing dynamics, and brand promotion through social media in global marketing. Social media is a great way to reach a new group of targeted consumers. Social media is utilized as a marketing tool by marketers in creating brand relationship. The integration of social media and brand management is necessary for modern organizations that seek to serve suppliers and customers, increase business performance, strengthen competitiveness, and achieve continuous success in global marketing. The chapter argues that promoting brand management through social media in global marketing has the potential to enhance organizational performance and reach strategic goals in the social media age.
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Social media tools are wide spread in web communication and are gaining popularity in the communication process between public institutions and citizens. This study conducts an analysis on how social media is used by Official Statistical Institutes to interact with citizens and disseminate information. A linear regression technique is performed to examine which social media platforms (Twitter or Facebook) is a more effective tool in the communication process in the official statistics area. Our study suggests that Twitter is a more powerful tool than Facebook in enhancing the relationship between official statistics and citizens, complying with several other studies. Next, we performed an analysis on Twitter network characteristics discussing “official statistics” using NodeXL that revealed the unexploited potential of this network by official statistical agencies.
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Technical Report
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The digital transformation has increased demands and pressure but has also brought about opportunities for corporate communications. Due to the changing media landscape and the changes in stakeholders’ media use, corporate communications must target stakeholders’ needs. It must operate quickly and well-coordinated while simultaneously meeting the requirements for resource efficiency. Opportunities result from new ways of directly communicating with audiences via owned media, which force organizations to think and work like media producers and to efficiently and effectively align their communication content. Topic-based Strategic Communication is how many (particularly large) organizations address media change, the varied communication behavior of stakeholders, and the requirements of cost-effectiveness. This requires a cross-functional, fast, and flexible collaboration of different communication units; to do so effectively and efficiently, many organizations have changed or are changing their internal structures and processes. This is accompanied by a transformation towards greater agility – a topic that was discussed in the previous issue of Communication Insights. Several organizations have established newsrooms that organize and manage their topic-based communication, while others rely on strategic topic planning and content production without having a physical newsroom. Despite its relevance to communication practice, research on the management of content and topics is scarce. The current publication helps fill this gap by unveiling how organizations manage topics in their strategic communication management.
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Topic-based Strategic Communication is how many (particularly large) organizations address media change, the varied communication behavior of stakeholders, and the requirements of cost-effectiveness. This requires a cross-functional, fast, and flexible collaboration of different communication units; to do so effectively and efficiently, many organizations have changed or are changing their internal structures and processes. This is accompanied by a transformation towards greater agility. Several organizations have established newsrooms that organize and manage their topic-based communication, while others rely on strategic topic planning and content production without having a physical newsroom. Despite its relevance to communication practice, research on the management of content and topics is scarce. The current publication helps to fill this gap by unveiling how organizations manage topics in their strategic communication management. It presents the results of a comprehensive study. The results are primarily based on 35 in-depth interviews with representatives from fourteen organizations.
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25 years ago, organizations consolidated their digital communication and researchers began their study. The article analyzes and evaluates the trends, findings and main future challenges of the discipline from the thematic and methodological point of view. All the articles published on the subject in the main journals included in the Journal Citation Reports (JCR) are studied through an analysis sheet designed for this research and a qualitative study of the topics and hermeneutics. The results indicate a continued increase in interest in the object of study from a largely deterministic and descriptive perspective that offers an overview of the evolution of communication in organizations linked to technological innovations. Emerging issues and challenges include hybrid communication, communication through instant web messaging and robotization and their growing influence on society, especially in political elections and referendums.
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In this time of information is searchable and reachable, companies need to be more aware of their reputation and credibility online.Users always have the tendency of recheck and double check. In other occasions, users are looking for certain or needed information online or to a specific sites or company’s assets. It can be company’s websites, social media, forum, or simply search engine. Using prominence-interpretation theory, companies can be aware of their digital or online credibility evaluated by users. The theory explains and very much can be expanded to cope with current situation of credibility evaluation through various platforms online. Keyword: Prominence-interpretation theory, strategic communication, social media
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The aim of this study is to analyse the reach of existing investigation on social media and its relation to companies throughout 2014–2015. To achieve the proposed, the study proceeds in classifying such information and identifying methods to study social media and it's relation with different marketing associated topics. The research uses a mapping process that uses the database generated from references of Web of Science's publications during 2014–2015, amounting to 185 articles. The results found that the initial method is a descriptive analysis on the usage of social media as a tool for marketing. Nevertheless, during the past years studies have proposed that social media is becoming more an instrument for marketing and business management.
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Companies have incorporated new social media in their relations with the citizens. This article discusses the use of YouTube, the audiovisual contents and the involvement of users in the channels of best reputed companies in Spain according to Merco ranking (Business Monitor of Corporate Reputation). A total of 454 videos from 20 Youtube channels were analysed. The paper concludes that the use of YouTube is more promotional than informative, as well as unidirectional. Strategies vary according to business sectors, but low interaction and publics participation points to a lack of interest in the contents. Corporate Social Responsibility videos obtain interesting rates of viewing and can contribute to reputation perception in a context of socioeconomic problems in Spain. For the moment, the conservative and unidirectional attitude is the main trend of business communication on YouTube.
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The majority of studies in public relations continue to examine organization-public relationships from only the organization’s perspective, with few studies focusing on the other side of the communication loop: stakeholders. The current study takes the stakeholders’ perspective to investigate the relationship between active stakeholders’ online behavior and corporate reputation. Modeling 5-year longitudinal social media data, a content analysis was conducted for Fortune 500 companies in the context of Facebook. By examining stakeholders’ Facebook engagement at the two levels of shallow engagement and profound engagement, significant associations were discovered. Active stakeholders’ Facebook-based interactions as leaving positive or negative comments with a company are significant predictors of the company’s reputation score. The findings bring new insights to existing literature and also practical implications to public relations professionals.
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The increasing development of the Web 2.0 and the Social Networks has opened a wide range of tools for communication and public relations. Today, online communication has become a key aspect in the Integrated Communication management of every organization, changing the way they communicate and establish relationships with their stakeholders. The impact of the Internet in CSR communication has a relevant difference before and after the massive access to the web technology, moving from unidirectional CSR communication to interactive CSR communication. This chapter points out the main traits that define the communication of Corporate Social Responsibility through the Internet. This may contribute to identifying the key challenges that the communication has as a relevant function in the management of corporate responsibility, nowadays and in the near future.
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Der Newsroom stellt für die Unternehmenskommunikation noch ein sehr junges Untersuchungsobjekt dar. In der Forschung liegen bisher noch keine theoretischen oder empirischen Untersuchungen jenes Konzepts vor (Sadrowski 2015). Lediglich vereinzelt wird der Newsroom als Organisationsform für die Unternehmenskommunikation in wissenschaftlichen Publikationen erwähnt. So beispielsweise bei Zerfaß (2014), der den Newsroom als „integrierte Medienredaktion“ (ebd.: 59) bezeichnet. Diese kann dank „regelmäßiger Abstimmungsroutinen alle Kommunikationskanäle effizient steuern“ (ebd.).
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In a fully functioning society, citizens need information about economic, social, and political issues. The news media perform this function. Citizens also need to engage in relationships with all sorts of economic, social, and political organizations. Public relations helps to create, maintain and change these relationships. Journalism and public relations are the foundation of a fully functioning society. This article explores the extent to which journalism and public relations professionals share foundational values. We compare the codes of ethics from 33 countries (66 public relations and journalist associations) looking for both convergence and divergence in ethical values. Our findings suggest that the two professions share core values such as professionalism, expertise and moral standards. The codes agree on the individual qualities that encourage professionals to act ethically. The codes diverge, however, on each profession's view of its role in society. Journalists continue to emphasize duty to the public in their codes of ethics whereas many public relations codes focus on duty to the client or organization. Yet, this study found an evolving set of ethical codes in public relations that brings public relations and journalists closer together acknowledging their communitas roles in a fully functioning society.
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A 34-year review of communication technology research published in six public relations journals reveals applications and perceptions studies far outnumber investigations focused on usability, concerns, or theoretical contributions related to scholarly and practitioner understanding of new media. Six trends observed in the 321-article dataset are noted, along with suggestions for theory building and other areas for future research.
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Este trabajo estudia el uso que hacen de los social media (Facebook y Twitter), las dos principales organizaciones de consumidores de Portugal y España, DECO y OCU, respectivamente. La investigación, que se fundamenta metodológicamente en el estudio de caso, se basa en los postulados de la comunicación dialógica digital para analizar cómo se legitiman las organizaciones en estas plataformas y cuál es su compromiso con esta forma de relación a partir de variables como elnúmero de mensajes respondidos, la rapidez en la respuesta y el número de seguidores. Los resultados confirman su eficacia como canal comunicativo para satisfacer las dudas de los usuarios de manera responsable, recíproca y con sentido de comunidad
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Organizations from government departments and corporations to small businesses are increasingly adopting social media for strategic corporate and organizational communication and public relations. This is seen by many as a positive development because the openness of the Web 2.0 environment potentially democratizes voice and affords participation, dialogue, and community-building. However, optimistic views of the benefits of organizational social media communication fail to adequately take account of potential conflict between the philosophy of openness that characterizes Web 2.0 and organizational strategy and management processes. Based on two international surveys from Australasia and Europe, this paper shows how social media are being deployed by organizations in a number of countries. These findings were further explored through depth interviews with a selection of social media specialists to examine how the tensions between the open, uncontrolled practices of social media and organizational strategy and management might be resolved or balanced, particularly in relation to objectives, control, and governance. The findings identify future directions in strategic communication that mediate the interests of organizations and online communities.
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Purpose – The purpose of this paper is to explore trends in practitioners’ perceptions of their role within organizations as well as their influence among senior management both in the USA and Europe. It analyses practitioners’ beliefs about the status of their work as well as their understandings of the ways the new media environment is shifting their everyday practice. Design/methodology/approach – This paper draws on data from two surveys of public relations (PR) practitioners, one in the USA and the other in Europe. These data enable comparisons between communication practice in the two geographic areas. The paper focusses the analysis on senior-level practitioners who reported working within the communication department of an organization. Findings – The findings of this study suggest that practitioners in both regions are optimistic about the influence of communications within their broader organizations. However, European practitioners are more likely to adopt a “central but flexible” organizational strategy for managing the need to speak in many voices across media and publics. American respondents report much greater use of social media tools than do their European counterparts. These findings are discussed as they relate to the diverse circumstances characterizing the communication practice in each region. Originality/value – This paper provides a rare comparative look at attitudes and practices within PR and communications in two distinct geographic areas.
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This study was designed to identify trends, patterns, and academic rigor in research studies focusing on Internet-related public relations through a review of articles published between 1992 and 2009.1 This study examined the authorship, theoretical frameworks, methodological approaches, and research topics addressed in these published articles. Key findings suggested an increasing trend in the number of published articles, a lack of applied theoretical frameworks, a dominance of quantitative research, and an emphasis on use of the Internet in public relations.1Please see the appendix for a bibliography of the 115 articles studied.
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From its beginnings in the 1960ies and 1970ies, the Internet has been used for communication and collaborative work. While early adopters mostly worked within academia and the military, its rapid diffusion within the last 15 years has broadened the user base massively. Nowadays, the Internet is a widely used technological
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This article examines current uses of social media for communication by enterprises, political organisations and non-profit organisations (NPOs) and identifies likely future trends. Based on a quantitative online survey among 860 communication professionals in Germany and a follow-up qualitative Delphi study with 32 identified experts from the organisational communication profession and academia, it explores the status quo and aims to identify future directions. While organisations show more advanced structures for social media communication compared to earlier research findings, the empirical data also identifies many shortcomings. The potentials of social media communication are not fully exploited due to missing prerequisites including governance structures, rules and resources. Looking into the future, the Delphi panel suggests that dedicated budgets, social media guidelines and other structural aspects will increase in the near future. However, many organisations will find specific ways to deal with the issue and common strategies are rare. At the same time, according to the qualitative findings, social media evaluation and cooperation across the boundaries of departments and organisational functions are likely to stay underdeveloped.
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This article provides a theory-based, strategic framework to facilitate relationship building with publics through the World Wide Web. Although many essays on the Web have appeared in professional and technical periodicals, most treatments of the Web have lacked theoretical frameworks. Strategic communication on the World Wide Web can benefit from a consideration of dialogic communication.This article offers dialogic communication as a theoretical framework to guide relationship building between organizations and publics. Five strategies are provided for communication professionals use to create dialogic relationships with Internet publics.
Top 30 German brands Retrieved from http://brandfinance.com/knowledge centre/reports/brandfinance-top-30-german-brands Brown Public relations and the social web. How to use social media and web 2.0 in communications
  • Brand Finance
Brand Finance. (2012). Top 30 German brands. Retrieved from http://brandfinance.com/knowledge centre/reports/brandfinance-top-30-german-brands Brown, R. (2009). Public relations and the social web. How to use social media and web 2.0 in communications. London, UK: Kogan Page.
Im Netz der Nachricht Die Newsroom-Strategie als PR-Roman (In the web of information. The newsroom strategy as a PR novel) Best global brands 2011 Building dialogic relationships through the World Wide Web
  • T Holzinger
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Holzinger, T., & Sturmer, M. (2012). Im Netz der Nachricht. Die Newsroom-Strategie als PR-Roman (In the web of information. The newsroom strategy as a PR novel). Berlin, Heidelberg, Germany: Springer. Interbrand. (2011). Best global brands 2011. Retrieved from http://issuu.com/interbrand/docs/bestglobalbrands2011-interbrand?viewMode=presentation& mode=embed Kent, M. L., & Taylor, M. (1998). Building dialogic relationships through the World Wide Web. Public Relations Review, 24(3), 321–334.
BrandZ Top 100 Most valuable global brands 2011 Retrieved from http://www.millwardbrown.com/libraries/optimor brandz files Search engine use 2012 Online-Pressebereich und Social Media Newsroom (Online press sites and social media newsrooms)
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Mathauer, V. (2010). Der Social Media Newsroom (The social media newsroom). Retrieved from http://www.slideshare.net/sympra/social-media-newsroom-4667205 Millward Brown. (2011). BrandZ Top 100. Most valuable global brands 2011. Retrieved from http://www.millwardbrown.com/libraries/optimor brandz files/ 2011 brandz top100 chart.sflb.ashx Purcell, K., Brenner, J., & Rainie, L. (2012). Search engine use 2012. Pew Internet Center Research Report. Retrieved from http://pewinternet.org/ ∼/media//Files/Reports/2012/PIP Search Engine Use 2012.pdf Ruisinger, D. (2012). Online-Pressebereich und Social Media Newsroom (Online press sites and social media newsrooms). In T. Pleil, & A. Zerfaß (Eds.), Handbuch Online-PR. Strategische Kommunikation in Internet und Social Web (Handbook online PR. Strategic communication on the Internet and social web) (pp. 325–337). Konstanz, Germany: UVK.
The social media release and its implications for PR–journalist relations
  • F Ward-Johnson
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Ward-Johnson, F., & Guiniven, J. E. (2007). The social media release and its implications for PR–journalist relations. Journal of New Communications Research, II(2), 63–71.
Content is currency: Developing powerful content for web and mobile
  • J Wuebben
Wuebben, J. (2011). Content is currency: Developing powerful content for web and mobile. Boston: Nicolas Brealey Publishing.
Dialogkommunikation und strategische Unternehmensführung (Dialogic communication and strategic management)
  • A Zerfass
Zerfass, A. (1996). Dialogkommunikation und strategische Unternehmensführung (Dialogic communication and strategic management). In G. Bentele, H. Steinmann, & A. Zerfass (Eds.), Dialogorientierte Unternehmenskommunikation (Corporate communications and dialogue) (pp. 23–58). Berlin, Germany: Vistas.