Media relations after the introduction of social media

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dc.contributor.author Mesila, Helin
dc.date.accessioned 2010-10-08T20:15:49Z
dc.date.available 2010-10-08T20:15:49Z
dc.date.issued 2010
dc.identifier.uri http://urn.fi/URN:NBN:fi:jyu-201010082971 en
dc.identifier.uri http://hdl.handle.net/123456789/25467
dc.description.abstract In the light of the popularity of social media on one hand, and the contradictive relationships between journalists and public relations practitioners on the other hand, the thesis studies media relations after the introduction of social media. The study focuses on media relations in Estonian public relations scenery. The research answers to the questions: - What are media relations today? - What are the functions of social media and media relations in organizational communication? - Have media relations changed with the introduction of social media? - What is the future of media relations? The research was carried out by using qualitative methodology. Semi-structured interviews were used to conduct interviews with eight communication experts from Estonian organizations that use social media in their communication activities. Additionally, visual methods were used to analyze drawings about the future of media relations sketched by the respondents. The main findings of the research suggested that the meaning of ’media relations’ concept has remained the same. However, the functions of media relations and social media clearly differ from each other – while media relations are used by organizations to enhance reputation and to reach broad audiences, social media are used mainly as a channel for two-directional communication, discussion cultivation and monitoring. The findings indicated that the relationships with journalists will not disappear in the future, but rather exist as one of many different communication activities of public relations. The results predicted that in the future public relations will be more multifaceted and diverse due to different social media applications available for use. Also, the findings of this thesis revealed the role of opinion leaders or so-called super-users in social media environment. These faith-holders of the organization have a gatekeeping role in social media. In order to learn more about the importance and the functions of super-users in new media, further research on the topic is needed.
dc.format.extent 107
dc.language.iso eng
dc.rights This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited. en
dc.rights Julkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty. fi
dc.subject.other public relations
dc.subject.other media relations
dc.subject.other social media
dc.title Media relations after the introduction of social media
dc.type Book en
dc.identifier.urn URN:NBN:fi:jyu-201010082971
dc.subject.ysa suhdetoiminta
dc.subject.ysa sosiaalinen media
dc.subject.ysa organisaatioviestintä
dc.subject.ysa media
dc.type.dcmitype Text en
dc.type.ontasot Pro gradu fi
dc.type.ontasot Master's thesis en
dc.contributor.tiedekunta Humanistinen tiedekunta fi
dc.contributor.tiedekunta Faculty of Humanities en
dc.contributor.laitos Viestintätieteiden laitos fi
dc.contributor.laitos Department of Communication en
dc.contributor.yliopisto University of Jyväskylä en
dc.contributor.yliopisto Jyväskylän yliopisto fi
dc.contributor.oppiaine yhteisöviestintä fi

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