The Public Relations Practitioners Role Preference for Type and Purpose of Social Media

Yong, Ya Wen (2016) The Public Relations Practitioners Role Preference for Type and Purpose of Social Media. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

The explosion of the social media are dramatically changing the way of the communications across all the level such as the way we work, the way we communication and the way we received the information. Especially in the PR industry, the social media was brought the greats impact to the way of the PR practitioners practice in different role. Therefore, different role of PR practitioners are begun to recognize the need to embrace the social media for the effective communication purpose. Yet, there are limited researches that examine the relationship between the public relations role with the purpose of using social media, especially in the Malaysia context. Therefore the aim of this research is to examine the preference of different practitioner role for type and purpose of social media. The objective are to : (1) To analyze different level of PR practitioner using different social media platforms for different purpose; (2) To find out what social media platform are mostly used by the different level of PR practitioner in their workplace. A quantitative researches method will be conducted through online email questionnaire with 100 respondents that work in the Hotel industry as a PR practitioner in Malaysia. After conducting the email questionnaire, the result was reveal that the purpose of using social media by PR manager is strategy purpose and PR technician is for tactical purpose. Both PR manager and technician are preference the types of the social media are closely same which is Facebook.