Faceboook, Myspace, Twitter, LinkedIn, Flickr, Foursquare, and YouTube

Today, it is without a doubt that public communication is at the heart of our economy, our politics and our society. It is being used in different aspects of society - studios use it to advertise their films. Advocates use it to encourage social causes. The businessmen use it to furnish their image. Politicians use it, for them to get elected. It is a field constructed on various ideas and images, many information and persuasion, tactics and strategy. There is no product or policy that will ever succeed without a clever message that targets the right audience or people in innovative and creative ways. To communicate strategically is one of today’s ability to communicate and what our programs are all about. Therefore, public communications

: The Public Relations game is fast changing. The industry has been found to be intimidating in its approach, especially for those who do not practice it. PR is no more cut and dry it used to be in the past. In the current scenario, the domain is all about maintaining focus on the art and science of creating and promoting favourable relationship with the public.

Moving forward, social media has been a major convenience and reward to virtually everyone. On an individual basis, social media allows friends and family both near and far to communicate with one another. Also, businesses are flourishing through the use of social media. Advertising has never been easier. Horn (2013) states, “Our profession, unlike any time before, is demanding we become social media (…) experts” (1). Horn (2013) also states, “More than half of reporters (55 percent) use Twitter and Facebook to source stories” (1). Social media has greatly benefited business life and personal life.

Social media is a fast growing platform, which can be used to enhance the effectiveness of the way in which a large public service such as the NHS communicates with the population (Bashar, Ahmad and Wasiq, 2012). In line with the growing rise of social media, social media practices are considered to have a growing influence on society. This report positions social media as a platform which offers opportunities for organisations and individuals alike to listen and to have opportunities to

As public relations and journalism, the PR practitioners and the journalist are always related to each other nowadays. Both of them are important factors of the modern mass media, which aim to influence public opinions since the early twentieth century (Coombs and Holladay, 2010). In order to sharp citizen’s opinions, Charron(1989) mentions that the PR practitioners and journalists often prefer to work together and share information as cooperation. The dependent relationship, as Coombs (2010) explains, the PR practitioners scheme to cover through media, while the journalists are exploiting

The implementation of communication theories and models to a public relations campaign is imperative to its success. Aligning with the advancements of the media, more specifically social media and the rise of citizen journalism, the press agentry or publicity model is fundamental to any campaign. Based around the requirement for free media, this model outlines the technique of orchestrating public stunts to gain media attention (Johnston & Sheehan, 2014). In order to execute this model successfully, a PR professional must have thorough knowledge of media choices, what kinds of events make news headlines and the campaigns target audience. Understanding

Social media forums have had a positive impact on the Public Relations industry in the twenty first century. The massive increase in social media usage has provided a medium by which it is easier to connect with a larger audience worldwide. This has resulted in an adoption of social media strategies for many PR specialists. Sites such as Facebook, Twitter, and Instagram allow these specialists to keep up with the public’s opinions on current events as well as promote businesses or products.

And so with New media, many changes have been introduced to the practice of public relations in multiple ways. Most significantly in the shift from one-way PR communications to a two or multi-way communications. New media has also affected how PR professionals engage

Dominating the public relations realm for myriad years, traditional, or mass, media has been the predominant means of communication. These communications mediums include newspapers, magazines, radio, television, leaflets, and corporate videos (Theaker, 2001, p. 20). Other mediums include public service announcements, media conferences, special events, and media release, which is the most commonly used tool in public relations (Wilcox, Cameron, Reber, & Shin, 2011, p. 250). Since its introduction, traditional media has become well established and has been able to captivate audiences, moreover, these traditional mediums for information have become trustworthy and are far more credible than social media (LexisNexis Survey Shows Today 's Consumers Trust Traditional Media

Rather than relying on traditional media to promote their brand to the public, businesses can now constantly inject their brand in the public themselves by using social media. In order to do so, public relations specialists now must maintain social media pages, monitor and respond to questions and complaints on social media, and keep up with social media trends to ensure they are remaining relevant. According to Adam Levelle, a chief strategic officer at Hearst, the onset of social media has made public relations “more about facilitating the ongoing conversation [about a company] in an always-on world” (Elliot). The impact of social media on public relations can be seen by the research done at Boston University, which indicates that 64 percent of public relations departments are now responsible for the social media usage of their companies (Wright and Hinson 12).

Traditional marketing communications mainly rely on television, radio and newspapers and other media, which is one-way medium. (Banerjee, 2015) Its mode of transmission is monotonous, high communication costs, and the communicating effect is hard to accurately evaluate. However, the reform of social media which is two-way communication can bring to the changes of integrated marketing communication, with which the using habits of consumers have dramatically also changed. Therefore, the traditional media and former marketing tools cannot meet the requirement s of new media age. Enterprise should combine traditional media with new media (especially for social media) to develop marketing strategies in order to enhance brand value and

Every once in a long while, the way that people receive and distribute news is majorly impacted by times and technology. The 20th century brought TV, radio, and the Internet. Just as these media channels defined their times, so the rise of new media will also define the 21st century. In modern society, all public relation practitioners are confronted with a startling series of new communications channels and struggle with the impact of new media. The "new media" gives rise to a new style of marketing that is characterized by conversation and community. Internet-based social media tools include blogs (WordPress www.wordpress.com), podcasts, online video (YouTube) and social networks like

The excellence theory of public relations shows how creating relationships with the public increases the effectiveness of the organisation (Grunig, 1992) . This relates to the end of the PRINZ definition “mutual understanding between an organisation and its target audiences”. An example of where this can be seen through excellence theory is with the development of Red Bull’s social media campaign. The two way symmetrical model of communication which aims to achieve mutual understanding, back and forth interaction between an organisation and its publics was used here (Grunig, 1992) . Social media such as Facebook, Twitter, Youtube and Instagram were used in 2010 for public relations. With over 28 million likes gained on Facebook, 600,000 followers on twitter starting hashtags such as #FlyingFriday, over 400,000 subscribers on Youtube and 200,000 followers on Instagram. This use of social media resulted in not only Red Bull becoming shareable but also being able to achieve two way interaction actively between them and their publics. Furthermore Red Bull’s publics are able to contribute to the

Online Public Relations caught my interest since it was published in association with the Chartered Institute of Public Relations. This made it feel credible, and it also seemed interesting due to it being about online PR and social media. However, the book was printed in 2009, so I do not know whether it is still accurate or not.

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.