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DISCUSSION BOARD: PROMOTION
Discussion Board: Promotion
Karli Bryant
Liberty University
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DISCUSSION BOARD: PROMOTION
Discussion Board: Promotion
Article #1 – When Public Relations Meets Social Media
Throughout the business world, there are many clear trends that can be seen across
decades. Social media-related public relations is one of those items that can be traced and
compared across industries as a means to reveal patterns and trends throughout development.
There is a great need for public relations research involving fake news, artificial intelligence, and
influencers all across social media platforms (Wang, Cheng & Sun, 2021). Social media
platforms allow public relations practitioners to communicate with consumers and stakeholders
in ways that were not previously possible. More funds have been poured into social media
communication making it easier and easier to maintain contact in unique and exciting ways. By
reviewing various articles and journals, it is clear to see that a lot of research has been done on
various theories and applications of social media however, there is still a lot left to be researched
and understood. There are many practical suggestions for public relations management within the
implementation of social media if the correct steps are taken as a means to amplify what has
already been achieved. When organizations are able to communicate with consumers on a
platform that is easily accessible as well as immensely powerful an entirely new focus is
developed within the realm of public relations research.
Article #2 – De-Motivating Employees’ Negative Communication Behaviors on Anonymous
Social Media
There is a lot of benefit for organizations that choose to capitalize on the advantages of
utilizing social media platforms for marketing, public relations, and other forms of
communication between identifiable parties. However, with these benefits also comes negative
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DISCUSSION BOARD: PROMOTION
actions in some scenarios. With social media, there is the opportunity for employees to
anonymously communicate negative feedback such as venting or warning others of their
experience which can be extremely damaging to an organization if not approached properly. It is
important to recognize employees as informal representatives of an organization as many
consumers view them as highly credible (Lee & Kim, 2020). The approach taken to negative
feedback should not be to try and hide such information but instead to work with employees to
make improvements throughout the organization so a positive result can be generated from an
initially negative action. Due to the fact that completely preventing employees from making
negative anonymous posts on social media is not a feasible approach, providing employees with
an appropriate means to voice their concerns is a good first step. However, simply providing an
outlet will likely not solve any issues unless items are being addressed and action is being taken.
Employees and consumers alike should be prioritized as the feedback they provide is valuable
information for any organization that desires continual growth and development.
Article #3 – Irresistible Possibilities
Social media influencers have become a large part of many organizations' marketing
strategies as well as a large source from which consumers are able to obtain information. Since
social media has increased in popularity so drastically, many public relations practitioners have
adapted their practices to ensure digital media is being implemented throughout operations as a
means to capitalize on the effects of social media influencers (Davies & Hobbs, 2020). Although
the implementation of social media influencers has been demonstrated to be a successful
approach, many individuals question whether or not this approach is ethical as there are many
ways such strategies can be misused. In many studies, it can be seen that the use of social media
influencers as a part of marketing strategies often leads to persuasive strategies that lack not only
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DISCUSSION BOARD: PROMOTION
transparency but also the ethical ideals that coincide with best practices for organizational public
relations. Many researchers are still trying to determine where exactly social media influencers
fit within the mold of public relations as they have rapidly flooded the field. Although social
media influencers are able to increase communicative power and create informative content in a
free society, it is important to determine what level of transparency is needed in order for these
endeavors to remain ethical and avoid generating scandals.
Conclusion
In reviewing various articles focused on the implementation of social media across the
field of public relations, the amount of success in the industry is clear to see alongside the lack of
clarity in certain areas. Due to these rapid developments and the expansion of public relations as
well as advertising in general to encompass more digital activities have required not only
organizations but also the academic world to redefine how these topics are approached (Laurie,
Mortimer, Holtz & Little, 2023). Adverting has always been intermingled with public relations to
ensure organizations are maintaining a specific persona when highlighting new products and
services. With the increased use of social media, many previously hard-set boundaries are now
being blurred raising the question of what is and is not ethical. Colossians 4:6 states “Let your
speech always be gracious, seasoned with salt, so that you may know how to answer each
person.” (ESV). This verse is an excellent reminder of the importance of thinking through the
information before providing it to consumers as well as being consistent so only accurate
statements are provided. The further organizations stray from the truth and cross into
manipulation the more difficult it is to maintain a positive brand image long-term.
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DISCUSSION BOARD: PROMOTION
References
Davies, C., & Hobbs, M. (2020). Irresistible possibilities: Examining the uses and consequences
of social media influencers for contemporary public relations. Public Relations
Review, 46(5), 101983. https://doi.org/10.1016/j.pubrev.2020.101983
English Standard Version Bible. (2001). Crossway Bibles.
Laurie, S., Mortimer, K., Holtz, M., & Little, B. (2023). Enhancing students’ understanding of
social media marketing and the use of advertising and public relations terminology within
IMC: A participatory action research project. Journal of Marketing
Education, 27347532311626. https://doi.org/10.1177/02734753231162610
Lee, Y., & Kim, K. H. (2020). De-motivating employees’ negative communication behaviors on
anonymous social media: The role of public relations. Public Relations Review, 46(4),
101955. https://doi.org/10.1016/j.pubrev.2020.101955
Wang, Y., Cheng, Y., & Sun, J. (2021). When public relations meets social media: A systematic
review of social media related public relations research from 2006 to 2020. Public
Relations Review, 47(4), 102081. https://doi.org/10.1016/j.pubrev.2021.102081
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