| Abstract [eng] |
The object of the study – the relationship between public relations and social media. The goal of the study – to analyse the relationship between public relations and social media and to discuss the perspectives of the public relations practice. In the context of the social media, the study analysis shifts in interpersonal and corporate communications, classical massive communication theories, traditional media and public relations. Nowadays in the presence of social media, organizations are loosing control of the message, timing and channels, but, on the other hand, they are gaining a huge variety of online tools to communicate with their publics directly. Traditional media today is experiencing technological, social and market changes. More over it faces a new competitor – social media. Those two medias are very different, but organizations and public relations professionals concider them as equivalent communication channels with the publics. This new situation makes the work of public relations professionals easier – traditional media is changing its attitude to them and social media offers much simplier and immediate reach of the journalists. Public relations professionals are still responsible for the esablishment of real relationships and for creation of the content, more over, today a lot of new opportunities are open for them. This changes the specifics of their work and the importance of their role in the marketing communication mix. The qualitative research – a structured interview with the experts – showed, that the role of social media in the public relations will certainly increase, but it will not chance such traditional communication tools as massive media. The quantitative research revealed, that 100% of the public relations agencies, that participated in the survey, already offer social media for the clients as a new service. With reference to the four years of experience in public relations agency, academic literature analysis and the results of the research, the conclusion, that social media opens new possibilities for the public relations practice and claims to be the dominant activity of this field in the future, was made. |
