Citation

How Public Relations Practitioners Perceive Social Media Platforms? A Media Richness Perspective

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Abstract:

Prior studies on the use of social media by public relations professionals lacked the theoretical framework to fully evaluate the richness of this emerging communication platform. On the basis of Media Richness Theory, the researchers assessed the perceptions of 162 PR professionals from a national sample to identify emerging media richness dimensions that are not the same as those in the previous media richness theory. This study suggests that social media not simply be compared to traditional media, but demonstrates a unique medium characteristics. Both theoretical and managerial implications are discussed.

Most Common Document Word Stems:

media (240), social (206), pr (120), communic (92), relat (86), use (81), public (80), profession (78), rich (68), messag (60), task (52), audienc (50), platform (47), perceiv (45), 2011 (42), practition (39), prefer (36), dimens (32), inform (32), studi (30), 1 (27),
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Association:
Name: Association for Education in Journalism and Mass Communication
URL:
http://www.aejmc.org


Citation:
URL: http://citation.allacademic.com/meta/p743768_index.html
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MLA Citation:

Gonzalez Michel, Ana Isabel., Ruggiero, Thomas E.. and Yang, Kenneth C.C.. "How Public Relations Practitioners Perceive Social Media Platforms? A Media Richness Perspective" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Le Centre Sheraton, Montreal, Canada, Aug 06, 2014 <Not Available>. 2014-12-19 <http://citation.allacademic.com/meta/p743768_index.html>

APA Citation:

Gonzalez Michel, A. , Ruggiero, T. and Yang, K. , 2014-08-06 "How Public Relations Practitioners Perceive Social Media Platforms? A Media Richness Perspective" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Le Centre Sheraton, Montreal, Canada Online <PDF>. 2014-12-19 from http://citation.allacademic.com/meta/p743768_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Prior studies on the use of social media by public relations professionals lacked the theoretical framework to fully evaluate the richness of this emerging communication platform. On the basis of Media Richness Theory, the researchers assessed the perceptions of 162 PR professionals from a national sample to identify emerging media richness dimensions that are not the same as those in the previous media richness theory. This study suggests that social media not simply be compared to traditional media, but demonstrates a unique medium characteristics. Both theoretical and managerial implications are discussed.


Similar Titles:
Exploring Social Media Empowerment in Public Relations: A Case Study of Practitioner Roles and the Use of Social Media


 
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