How public relations agencies in Greece respond to digital trends |
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| Institution: | 1. Technological Education Institute of Western Macedonia, Department of Digital Media and Communication, P.O. Box 30, Fourka Area, Kastoria 52100, Greece;2. Technological Education Institute of Piraeus, Department of Business Administration, Petrou Ralli & Thivon 250, Aigaleo, Athens 12244, Greece;1. Department of Health, Exercise, and Sports Sciences, Johnson Center B16D, University of New Mexico, Albuquerque, NM 87131, United States;2. Indiana University-Purdue University Columbus, United States;3. Clemson University, United States;4. University of Louisville, United States |
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| Abstract: | The present study investigates the extent to which PR agencies in Greece incorporate new media platforms in their clients' campaigns. Moreover, PR consultants’ views about the benefits associated with social media usage in PR are also assessed. Based on a sample of 81 PR agencies, results indicate that integration of digital media in the clients’ communication campaigns is widespread. Popular online tactics used by Greek PR agencies are related to social media platforms (e.g., Facebook), websites and viral campaigns. Moreover, executives of the Greek PR firms have acknowledged the new roles of digital media in practicing public relations for their clients, conducting research and managing effectively corporate reputation. |
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| Keywords: | Digital media PR agencies Greece Perceived benefits PR 2 0 |
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