PR PRACTITIONERS & SOCIAL MEDIA

1. PR PRACTITIONERS & SOCIAL MEDIA • Themes in a Global Context Prue Robson, University of Newcastle Karen Sutherland, Monash University

2. PLATFORMS USED GOVERNANCE ADOPTION RATES MODELS OF COMMUNICATION

3. SOCIAL MEDIA ADOPTION

4. (KPMG 2011, p.3) SOCIAL MEDIA ADOPTION

5. Active vs Passive users? SOCIAL MEDIA ADOPTION

6. SOCIAL MEDIA PLATFORMS

7. (Macnamara, 2011; Zerfass et al., 2011a; Zerfass, Verhoeven, Tench, Moreno, & Verčič, 2011b) GOVERNANCE

8. (DiStaso et al., 2011; Kelleher & Sweetser, 2012; Macnamara, 2010a; Macnamara & Zerfass, 2012; Robson & James, 2011; Smith, 2011; Verhoeven et al., 2012; Wolf & Archer, 2012) NO. 1 FEAR GOVERNANCE LOSS OF CONTROL

9. <1/3 (Macnamara & Zerfass, 2012; Verhoeven et al., 2012) GOVERNANCE HAVE GUIDELINES OR MONITORING IN EUROPE

10. 65% (Macnamara & Zerfass, 2012) GOVERNANCE DON’T HAVE POLICIES OR GUIDELINES IN ASIA-PACIFIC

11. 46% (Wright & Hinson, 2010) GOVERNANCE NEVER MONITOR OR MEASURE IN THE US

12. (Fitch, 2009a) MEASUREMENT IS USUALLY GOVERNANCE LIMITED DESCRIPTIVE AND

13. 73% 67% (Macnamara & Zerfass, 2012) GOVERNANCE OFFER NO TRAINING IN EUROPE OFFER NO TRAINING IN ASIA-PACIFIC

14. TRAINING AND RESOURCE ALLOCATION GOVERNANCE NOT A PRIORITY

15. (Avidar, 2009; Fitch, 2009b; IBM, 2011; Lariscy, Avery, & Sweetser, 2009; Macnamara, 2011; Zerfass et al., 2011a) PRACTITIONERS FEEL GOVERNANCE UNDERPREPARED

16. Academics and practitioners alike claim that social media provides an ideal platform fordialogue, collaborationandbuilding relationshipswith publics (Bortree & Seltzer, 2009; Estanyol, In press; Evans, Twomey, & Talan, 2011; Grunig, 2009; Macnamara, 2010b) MODELS OF COMMUNICATION very little evidence

17. 2. 1. MODELS OF COMMUNICATION MESSAGE DISSEMINATION PROMOTION

18. Even where there is evidence: “this finding is considered questionable and suggests rhetoric within public relations unmatched by practice, based other information provided in this research and the findings of other studies” MODELS OF COMMUNICATION (Macnamara 2010, p. 32)

19. Even where there is evidence: “...respondents pointed out that they were offering advice based on their opinion of how Twitter functions successfully and not how their firms currently employ the tool” MODELS OF COMMUNICATION (Evans et al., 2011, p. 15)

20. Problems with current research: 1. self-reporting 2.short-term content analysis MODELS OF COMMUNICATION

21. 1. qualitative research not reliant on self-reporting 2.case studies of ‘best practice’ 3.application of theory 4.audience/reception studies AREAS OF SILENCE

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