Social media for public relations

Lessons from four effective cases

Ilhem Allagui, Harris Breslow

Research output: Contribution to journalArticle

18 Citations (Scopus)

Abstract

This paper employs the collective case studies approach in an examination of four award-winning public relations campaigns conducted across a variety of social media platforms in order to determine the best practices of, and near term trends, in the effective use of social media for public relations. In their examination of these campaigns the authors discern the following trends in best practices: social media campaigns employ digital storytelling techniques that are both immersive and emotive, and that promote various forms of content sharing these stories involve members of the target audience in at least one form of open-ended offline engagement that involves sharing behaviors; the content is optimized for mobile displays and controls; and, finally, the content is timely. The authors conclude that, although marketers think of social media in terms of brand awareness and reputation management, the effective use of social media in Public Relations campaigns can generate conversion, facilitate brand positioning, and maintain continued brand sustenance. The authors conclude that the effective use of social media is disrupting the PR campaign cycle: the role of campaign events to generate publicity in service to a PR campaign may, in the future, be displaced by social media campaign tactics which belong to an entirely different ecosystem where the act of sharing social media content generates publicity in lieu of a campaign event.

Original languageEnglish
Pages (from-to)20-30
Number of pages11
JournalPublic Relations Review
Volume42
Issue number1
DOIs
Publication statusPublished - 1 Mar 2016

Fingerprint

Public relations
social media
campaign
Ecosystems
Display devices
publicity
best practice
Social media
examination
event
trend
tactics
reputation

Keywords

  • Awarded-campaigns
  • Case study
  • Digital-storytelling
  • Effectiveness
  • Public relations
  • Social media

ASJC Scopus subject areas

  • Communication
  • Organizational Behavior and Human Resource Management
  • Marketing

Cite this

Social media for public relations : Lessons from four effective cases. / Allagui, Ilhem; Breslow, Harris.

In: Public Relations Review, Vol. 42, No. 1, 01.03.2016, p. 20-30.

Research output: Contribution to journalArticle

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