ARTICLE SUMMARY
| Title: | Influence of Digital Media on Public Relations in a Hyperconected era: Perspectives from Public Relations Professionals in Ebonyi State |
| Author(s): | Agatha Obiageri Orji-Egwu, Adeola Sidikat Oyeleke & Ekwutosi Sanita NWAKPU |
| Abstract: | In today's contemporary society, the use of digital media is changing people's everyday activities by way of collaboration and connectivity in the civil society. Through digitalization of the social media, people in different parts of the world collaborate their efforts through networking and achieve greater feat even in the comfort of their homes. Through digital media, Public Relations job are done faster with more expertise. The digital media have provided public relations practitioners unique opportunities to gather information, monitor public opinion on issues, and engage in direct dialogue with their publics since there are no longer passive bystanders on variety of issues unlike before when public relations audiences were just recipients who are engaged through print and electronic media or face to face conversation. This study through qualitative interview and focus group discussion explored how digital media have spurred Public Relations practitioners in Ebonyi State for greater productivity. The finding shows that digital media have changed traditional way of PR practice in Ebonyi State and this has equally led to better and greater performance by the practitioners. The study also discovered that there are equally negative influences of the digital media on the profession which can be damaging if not properly handled. We therefore suggest that PR practitioners should properly manage the digital media in order to play down on its negative effect. |
| Keywords: | Public Relations, PR Practitioner, Digital Media, Professionalism, Ebonyi State |
Editorial Board
EDITOR-IN CHIEF
Prof. Jonathan E. Aliede
DEPUTY EDITOR-IN CHIEF
Agatha Obiageri Orji-Egwu, Ph.D
MANAGING EDITOR
SÃmon Ugochukwu Nwankwo, Ph.D
EDITORS
Prof. Ifeyinwa Nsude
Prof. Angela Nwanmuo
Prof. Tyotom Keghku
Prof. Muyiwa Poopola
Prof. Nnanyelugo Okoro
Prof L. I. Ogbuoshi
Ruth. Chika Okorie, Ph.D
Adeola Sidikat Oyrleke, Ph.D
Celestine Ukeoma, Ph.D