Date of Award

2014

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. Michael Hazel

Second Advisor

Dr. Cher Desautel

Abstract

This thesis provides an assessment of how organizations utilize social media sites in public relations. The study investigates the relationships between social media (SM) and public relations (PR), particularly on the nature and effects of standalone SM functions in communications, or PR divisions of various businesses. By applying the Uses and Gratification Theory, this paper will briefly explore how business leaders use social media for the benefit of their companies, because with social media being a powerful, and global public relations tool, information and communication has become properly managed. Social (networking) media has gained popularity in the business sectors of organizations and companies as more people connect irrespective of age. By looking at preferences, motives and choices, business leaders apply the marketing strategies SM programs provide to improve their PR sections. An analysis of the study gives an overview of organizational utilization of SM in business, showing that incorporating business strategies through PR procedures with SM as a primary instrument of effective communication would be highly beneficial.

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