Social Media and Strategic Communication: Attitudes and Perceptions Among College Students
Social media have been adopted from its inception by public relations, advertising and marketing practitioners as tools for communicating with strategic publics. Wright and Hinson (2009) have established that public relations professionals perceive social media positively with respect to strategi...
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| Format: | Article |
| Language: | English |
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Insitute for Public Relations
2010-06-01
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| Series: | Public Relations Journal |
| Online Access: | https://prjournal.instituteforpr.org/wp-content/uploads/2010Lewis.pdf |
| Summary: | Social media have been adopted from its inception by public relations,
advertising and marketing practitioners as tools for communicating with strategic
publics. Wright and Hinson (2009) have established that public relations professionals
perceive social media positively with respect to strategic communication. Given that
social media are having an impact on professionals in the industry, the current study
examined if social media are having a similar impact on college students in general and
students studying in the area of public relations and advertising. The uses, attitudes and
perceptions of social media among college students were explored through survey data.
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social media. It is important for educators and curriculum leaders to have an
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their construction of knowledge and reality. It is also valuable for professionals in the
industry, who are hiring recent college graduates, to gain insight into how students
perceive social media in their own lives and as strategic tools. Findings suggest that
college students majoring advertising and public relations view social media more
positively than other majors because they understand how it fits in to the industry in
which they are being educated. These finding suggest that social media should be
incorporated into strategic communications curriculum to better prepare students for the
current media climate. |
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| ISSN: | 1942-4604 1942-4604 |