publication . Other literature type . Article . 2008

PR practitioners’ use of social media tools and communication technology

Nina Eyrich; Monica L. Padman; Kaye D. Sweetser;
  • Published: 01 Nov 2008
  • Publisher: Elsevier BV
Abstract As social media moves from “buzz word” status to strategic tool, more practitioners are developing skills related to this online communication technology. This study surveyed working public relations practitioners about their adoption of 18 social media tools and their perception on the growth of social media trends in public relations practice. Results provide an overview of the adoption of social media, as a whole, in the industry.
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free text keywords: Marketing, Organizational Behavior and Human Resource Management, Communication, New media, Information and Communications Technology, Political science, Public relations, business.industry, business, Knowledge management, Social media, Social web, Mass communication, Media relations, Communication studies, Marketing buzz
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