The impact of newsroom changes and the rise of social media on the practice of media relations

Recent changes in American media have resulted in direct impacts on the work of PR professionals, from newsroom reductions in traditional media outlets to the rise of social media. This study examines changes in the media relations dynamic with qualitative, in-depth interviews from 12 PR professionals in a medium, eastern U.S. city. Findings include PR professionals doing less traditional media relations, mostly attributable to downsized newsrooms, and frustration with the resulting dearth of institutional knowledge, influx of young, inexperienced reporters, and shallow stories. While participants see opportunities to inject unfiltered messages in media, overall they value reporter relationships and using social media in communication with them and in their job. Although new media are seen as one more task on an already very full PR plate, participants acknowledge their importance and growing relevance. Overall, PR professionals see their and the industry's future including both traditional and new media.     

Promoting online media relations: Public relations departments’ use of Internet in the UAE

This paper discusses the use of Internet by public relations departments in the United Arab Emirates, to reach their key publics online and to gather information and monitor data to perform their tasks and to promote and develop their relations with the news media. Findings of the study show that all 24 organizations have a homepage, but only two thirds of them are posting their publications on the net, and only one third are using electronic newspapers to monitor their coverage in the media and to gather news, data and information of importance for the various tasks they perform. Only three organizations out of 24 have an online newsroom, and only two have a virtual tour about the organization. None of the surveyed organizations’ Web site has a film or videos. Organizations in the United Arab Emirates still have a lot to do to take advantage fully and rationally of what interactive communication, Internet and online publications are offering for a better performance and more effective public relations.     

Social Media Newsrooms in public relations: A conceptual framework and corporate practices in three countries

The rise of social media in organizational settings has opened up new horizons for strategic communication. However, there are also drawbacks. Arguably the most important one is increased complexity. Many communication departments use a multitude of platforms ranging from corporate websites, campaign microsites and blogs to services like Facebook and Twitter to communicate with stakeholders. Social Media Newsrooms (SMNRs) have been introduced as instruments to reduce this complexity. The basic idea is straightforward: SMNRs aggregate social media content provided by the organization and/or thematic content about the organization and its key issues from several platforms in one place. Although SMNRs have been used in public relations practice around the world since the concept was first introduced in 2007, empirical evidence is still missing. This paper closes the research gap by (a) introducing SMNRs from a conceptual perspective based on a literature review, (b) exploring opportunities and challenges for strategic communication, (c) researching empirical manifestations and modes of usage by corporations in three major international markets (United States, United Kingdom, and Germany) based on a comprehensive content analysis of the 600 largest companies and 2045 affiliated brands and subsidiaries, and (d) explaining implications for the practice of public relations.