How European PR practitioners handle digital and social media |
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Authors: | Piet Verhoeven Ralph Tench Ansgar Zerfass Angeles Moreno Dejan Verčič |
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Affiliation: | 1. Amsterdam School of Communication Research, University of Amsterdam, The Netherlands;2. Leeds Metropolitan University, United Kingdom;3. University of Leipzig, Germany;4. University Rey Juan Carlos, Spain;5. University of Ljubljana, Slovenia |
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Abstract: | The European Communication Monitor (ECM) 2010 showed that digital communication and social media have grown in importance in the media mix of European organizations. Both new media types are positively correlated to the perceived impact of public relations (PR) in the organization. Specifically social networks and online videos are considered the most important social media tools. Also European practitioners expect that the content of communication will become more important as and when the use of social media further increases. The consequence that everyone within the organization is able to spread information is perceived as the most problematic aspect of social media. A potential problem is that only about one third of the European organizations have implemented social media policies with communication consultancies leading the way. Communication consultants consider social media significantly more important than practitioners working in organizations. |
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Keywords: | Social media Digital media Europe European Communication Monitor 2010 |
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