Marketing communications in the modern age:
Technological advances have done much to advance the practice of marketing, but, too often, campaigns can backfire or sink without a trace. Many marketers ‘jump on the bandwagon’ of social media without considering issues around control of brand reput...
A great deal of previous research into public relatons has focused on the emergence of
social media as well as its relatonship with traditonal media, based on the argument
that social media is a perfect substtuton for traditonal media. Therefore, this review
looks at the advantages and disadvantages of these two in order to explain their distnct
role in public relatons and possible integraton could take place in the 21st centur..
- Finding
Each media pla.s a distnct role in public relatons. Even though the two t.pes of media
seem to belong to diferent ages of technolog. and generatons, each t.pe of media is
designed to deliver various kind of informaton that can serve multple market
segments. Moreover, each t.pe has its own pros and cons. The most notceable problem
of social media is its loss of control. Hence, social media and traditonal media need to
complement each other to generate a more durable strateg. for public relatons
profession.
, Table of Contents
Abstract..........................................................................................................................................1
I. Introducton.................................................................................................................................1
II. Literature review.........................................................................................................................3
1. Public Relatons.......................................................................................................................3
2.1. Advantages of traditonal media..........................................................................8
2.2. Disadvantages of traditonal media......................................................................8
3. Social Media............................................................................................................................9
3.1. Advantages of social media:.................................................................................9
3.2. Disadvantages of social media towards brand:..................................................12
4. Integraton between social media and traditonal media.....................................................15
III. Methodolog............................................................................................................................18
IV. Practcal Implicatons...............................................................................................................20
1. Research objectves..............................................................................................................20
V. Conclusion................................................................................................................................24
VI. Acknowledgment.....................................................................................................................26
VII. References..............................................................................................................................28
I. INTRODUCTION.........................................................................................................1
II. LITERATURE REVIEW................................................................................................3
1. Public Relatons............................................................................................................3
2.1. Advantages of traditonal media..........................................................................8
2.2. Disadvantages of traditonal media......................................................................8
3. Social Media.................................................................................................................9
3.1. Advantages of social media:.................................................................................9
, 3.2. Disadvantages of social media towards brand:..................................................12
4. Integraton between social media and traditonal media.........................................15
III. METHODOLOGY ....................................................................................................18
IV. PRACTICAL IMPLICATIONS.....................................................................................20
1. Research objectves....................................................................................................20
V. CONCLUSION..........................................................................................................24
VI. ACKNOWLEDGEMENT...........................................................................................26
VII. REFERENCES.........................................................................................................27
, I. Introducton
The introducton of "new media' is closel. related to the displa. advancement of
dail. communicaton technolog. (Duhé, 2015). In the recent decades, the public
relatons (PR) world has witnessed the rise of social media penetraton which has lef
considerable threat to traditonal media. The contnuous development of various new
technologies has provided an organizaton with a variet. of wa.s to efectvel.
communicate with external and internal audiences (Donald and Michelle, 2009). In the
same vein, Wright (1998, 2001) believe that Internet opens the door of unlimited
opportunites for the organizaton to develop the relatonship with the public. PR has
not changed since social media appeared. What actuall. has changed are its increasing
opportunites created b. social media. It opens up more space for PR specialist to create
a buzz of conversaton around the organizaton and its products. Along with its
substantal benefts, social media also make PR specialist sufer from its drawback.
Hence, the concept of integraton between traditonal and social media has been
developed to overcome this problem.
This topic pla.s a critcal role in the maintenance of public relatons profession, as
social and traditonal media are the ke. instruments for the organizaton to achieve
their goals in the aspect of public relatons. This is the reason wh. PR practtoners and
all relevant professionals need to comprehensivel. understand these roles so that a
ratonal and efectve media strateg. could be implemented.
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