Social media tools have emerged as new channels of communication that bring people of different corners of the world together. Today most organisations are using these new media tools in order to reach out to their target audience. They are perceived to be the effective channels of communication, as they are able to connect an agency with their client’s targets audience as well as journalists. Since many people are drawn to these channels Public Relations agencies are taking advantage of these new media tools to connect with the target audience and see what people are thinking about their organisation as well as their clients. This is one way of creating a two way symmetrical relationship between the organisation and its target audience as the company takes all the people‘s views and opinions and give them feedback about matters that they want to know. More over social media tools are of vital importance as an organisation can use them to know if the public are aware of their organisation’s activities. What is very in important in Public Relations is for an organisation to have a good image which I strongly believe can be achieved with the use of the social media channels. These social platforms will continue to be of vital importance in the future of many organisations
But where I was doing my internship it seems social media tools were not that important in their agency as they did not have either Facebook or Twitter accounts. I realised that even their clients did not have such accounts. I think the reason why they did not have such pages is that maybe they were or they are afraid that security of their clients as well as their agency will be at stake as their competitors may see what they were doing for their clients and use that as a way to compete against them.
1 comment:
I agree to disagree with you. Yes, it is true that social media is the new tool in this era mainly used for communication. Nevertheless I believe that the use of social media would work in some countries and not in some therefore there is no guarantee. My point is that, though you say for an organization to have a good image or connect with its clients you strongly believe that there should be an involvement of social media that is not always the case. I believe that every organization understands the place that they are located in, its people or in this case clients and how they respond that`s how they decide on the kinds of media to use. For example taking Malaysia, people here are more reserved and culturally oriented with that I think the kind of media to be used by pr professionals would be totally different from those used in America by pr professionals. From my research, according to Asia Media Monitors from their survey which was conducted in 2010 here in Malaysia, their findings were traditional media continues to be perceived as the most influential for communication. Also it is perceived as the better form of media for quality analysis and opinion as compared to social media and digital media (The media influencers survey launch in Malaysia, 2010).
Regarding your organization that you were interning at, I would say that probably there is a reason why they prefer not to use social media and also not recommend it for their clients. If they have been in existence for a long time then it means that somehow it does not work for them that`s why they have survived all this years without it.
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