The following content is used only for study purpose of class ARL206 week ten.

Using examples from throughout the trimester, what are some of the most prominent issues facing PR practitioners in the age of social media.

The internet has played a critical role in the changing of the manner and the mechanisms of communications in the world. The social media is an evident example of the new changes in the communications. The social media has evidently raised into popularity which implies the platforms plays an essential role in the communications. The public relations in most of the organization are facing several issues attributed to the rise of the social media. The paper will primarily address the issues facing the personal relations as well as cover on the future predictions of the social media and the personal relations.

            The PR is facing an increased escalation in the crisis. For instance, in the traditional media the crisis could only be fueled if the characters involved were more than a hundred with the current social media, the crisis is fueled with only as less as one person involved due to the fact that the online discussions play a predominant role in the fueling of the same. Through the social media, observations are effectively and easily reported. This in tum increases the evidence in the social media a good example of a social media platform sharing of information in real time on the twitter, it causes online reactions leading to the social crisis (Cebalovic and Jaksic, 2013). For instance, the company known as the BP experienced a phenomenon in the year 2010 where there was oil spillage in the deepwater horizon. The mainstream media stopped the reporting but the bloggers and the environmental experts took over through the help of the online posts. Currently, the scenario is referred to due to the internet evidence in the social media.

            Through the help of the social media, the reputation of organizations risk has significantly increased. During the use of the traditional media, the companies’ public relation worried more about the journalist than individuals. Social media has given passive individuals in the society a platform to air their opinions. Furthermore, the popularity of the social media implies that information from a particular company may be available in the public domain without their awareness because anybody through social media can influence. In fact, information availed in the public domain through the social media platforms is done so in real time due to the boost from the availability and increased access to the smartphones and also increased internet access. The effects of social media on the reputation of institutions has resulted to need to reply to the pressure posed through the social media platforms (Cebalovic and Jaksic, 2013). For instance, in situations where a company launches a therapeutic drug into the market, the public relations team is worried more about the opinions of the therapists, the nurses or the health care practitioners as well as the bloggers apart from the reports made by the journalist about the drug.

            Customer discontent a concern addressed severally by the public relations department in organizations is an issue promoted by the use of the social media. In the past consumers only complained their negative experiences and shared them with the closest companions and relatives. The popularity of the social media has made the customers or the service users express their critical opinions hence reaching larger audiences. It’s obvious the audience on the social media is always hungry for information hence creating high chances of affecting the reputation of the organizations (Cebalovic and Jaksic, 2013). To counter the adverse effects emanating from the critic’s institutions are creating a customer service social media platforms to manage the emerging negative issues at the same time protecting the corporate image of an organization.

            The social media to some extent is compromising the security of some institutions. The issue of the security risks is mainly promoted by the fact that sensitive information held dear by the managing bodies as well as the working personnel may be exposed through publications with reliable sources. The often witnessed scenario is of that of whistleblowing. This is mainly promoted by the identify anonymity of the social media platforms where a trace of personal details is not shown. This may affect the reputation of the organizations. On the same note, the rate at which the social media has promoted the intensity of the protesting is quite alarming. This is facilitated by the ability to mobilize huge groups of people through mass influence. For instance, in situations where there is massive laying off of the employees, the employee may generate outrage expressing their dissatisfaction through the social media platforms. At the same time, they mobilize a group of people through the social media to participate in both online and social protests (Cebalovic and Jaksic, 2013).


Cebalovic, M. and Jaksic, I. (2013). PR on the media and media on the PR. Kultura, (139), pp.53-70.

Social Media and Public Relations: Eight New Practices for the PR Professional2013 1 Deirdre K. Breakenridge Social Media and Public Relations: Eight New Practices for the PR Professional Upper Saddle River, NJ Pearson Education (FT Press) 2012 159 pp. $18.99 (paperback). (2013). Journal of Consumer Marketing, 30(1), pp.88-89.



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