ARTICLE SUMMARY
| Title: | Influence Of Social Media On the Practice of Public Relations in the 21st Century |
| Author(s): | Saheed Olaitan Olayinka & Olutobi Michael Folorunsho |
| Abstract: | The core objective of this research was to examine the influence of social media on the practice of public relations in this 21st century with a particular focus on public relations practitioners in Lagos metropolis. The study was anchored on Grunig and Hunt Public Relations Model, as well as Technological-Determinism Theory respectively. Survey research method was adopted to elicit responses from the respondents who were one hundred, while 100 copies of questionnaire were administered to the respondents who were drawn within the NIPR secretariat in Lagos using accidental sampling technique. The data collected were analysed and interpreted using descriptive statistics of frequency and percentage method. Findings showed that many of the public relations practitioners use social media in discharging their professional duties on average, while Facebook (37.8%) and Whatsapp (18.9%) were most frequently used social media the practitioners based in Lagos. About (70%) of the respondents attested to the fact that social media has enhanced the performance of public relations departments and personnel greatly. Although, poor funding, no unit for social media, insufficiency of social media experts, poor management attitude, and low public knowledge of social media especially the illiterates have been attributed as the major challenges facing PRs practitioners in the use of social media effectively in their organization. It was recommended among others that social media or new media should form part of curriculum for undergraduates in mass communication and public relations in particular, as this will equip them for digital practice. While Public relations should pay serious attention to the online presence of their organization as about 3.5 billion people are online. |
| Keywords: | Influence, Social Media, Public Relations, 21st Century |
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