The Relationship Between Social Media and Public Relations

Abstract This article examines the important role of social media to public relations practitioners. The researcher wants to investigate the innovation of social media through the case study of Obama presidential campaign and public health issue. Moreover social media can bring destruction to the organization, if the user misuses the social media. Social media has brought a new challenge to the society. The researcher use intensive interview and focus group toward public relations practitioners to explore how important the social media did to them and the negative outcome of social media. The researcher use quantitative method – survey to examine the appetency of the social media among different size of community. Introduction†¦show more content†¦RQ3: What are the differences among PR practitioners’ estimates of their public’s user of social media in domains locates in three sizes of community: urban, suburban and rural. Different communities have the different demand on the social media, the researcher want to know whether the people live in rural desire to use social media and how do the PR practitioners use social media efficiently in different communities, the following hypothesis is made: people from urban will tend to be more desirable on using social media than people from rural. RQ4: How is the seriousness of misusing the social media? Social media provide benefit and good effort to PR practitioner, journalist and organization in many circumstances, the researcher want to investigate the negative outcome from the social media, and how the social media impact the organization to damage rather than build a relationship with their publics. Literature Review Numerous case studies have indicated the important of the social media toward the organization. Social media allows organization to engage directly with stakeholder. 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