The of social media has increased among consumers around the world, causing an increase in the adoption of social media as tactics and means of sharing information among many public relations professionals. Because this new form of communication is growing at such a rapid pace, it is important to analyze the effect of social media on the practice of public relations because communications world is dramatically moving in a digital direction and those who understand this transformation will communicate much more effectively than those who do not.” Public relations practitioners are in the business of communicating with publics and therefore must understand this transformation in order to communicate effectively. However, due to the fast-paced growth of social media, it is difficult for these professionals, as well as the universities training future professionals, to keep current. Blogs, for example, are increasing in popularity because they give independence from traditional editors and media gate keeping (Pavlik, 2007). The use of blogs as a means to gather information is increasing as well as the posting of blogs to better position oneself in he eyes of the public.The survey of public relations professionals revealed that they value social media more than they actually use it; however, a majority of respondents believe social media have changed the way their organizations communicate. Respondents’ answers showed that they and their firms are not measuring the impact of social media practices even though most agreed that public relations practitioners should measure who is talking about their organization or their clients’.







Table of contents


1.0    Introduction

1.1    Background to the Study

1.2    Statement of the Problem

1.3    Research Questions

1.4    Purpose of the Study

1.5    Significant of the Study

1.6    Scope of the Study

1.7    Limitations to the Study

1.8    Definition of the Terms


2.0    Literature Review

2.1    History of Public Relations

2.2    Definition of Public Relations

2.3    Historical Background of Global Communication Nigeria Limited

2.4    Goals of Public Relations

2.5    Functions of Public Relations

2.6    The Role of Public Relations in a Manufacturing Organization

2.7    The Four-Step Process of Public Relations The R-A-C-E Formular

2.8    Tools of Public Relations for Communication

9.5    Differences between Social Media and Traditional Media

2.10    Why Social Media is adopted by Public Relations

2.11    How Social Media are impacting the Public Relations Practice

2.12    How Public Relations Practitioners Are Actually Using Social Media

2.13    Summary of the Chapter


3.0    Research methodology

3.1    Restatement of the research questions

3.2    Research design

3.3    Characteristic of the study population

3.4    Sampling design and procedure

3.5    Sampling size

3.6    Data collection instrument

3.7    Validity and reliability of the study instrument

3.8    Administration of data collection instrument

3.9    Rate of return of questionnaire

3.10    Data analysis procedure


4.0    Data Analysis and Discussion of Findings

4.1    Data Analysis

4.2    Answer to Research Questions


5.0    Summary, Conclusion and Recommendations

5.1    Summary

5.2    Conclusion

5.3    Recommendations Bibliography Appendix


1.0    Introduction

1.1    Background to the Study

Advancement in modern technology which resulted in building computer/internet in short information and communication technology (ICT) in the late 20 century and with more powerful and sophisticated ones in this 21 century which has transformed the world into a global village as postulated by a Canadian English professor, Marshal Mcluham.

This new technology has compressed the whole world into a single electronic to where information about far and near can be exchanged and shared with just a click of mouse.

Internet being the host of many other media tagged socio-media like: Facebook, Twitter, Youtube, Ebay, Ebuddy, Eskimi, 2go, Yahoo, Google e.t.c making information distribution faster, cheaper and easier. The arrival of this information and communication technology has affected and the usual shapes of every human activities ranging from education to agriculture, business, mass communication, politics, health.

However, the practice of public relation is not exceptional as ICT has influenced the PRS being practice in this century.

Carrying out project work relating to the effect of social media on the practice of PRS will lead to the definition of ‘core word’ like public relations from different perspectives.

According to the institute of public relations, “public relations are a deliberate planned and sustained effort to establish and maintained mutual understanding between an organization and its various publics.

Therefore, there is no gain saying in the fact that, the practices of PR in this century has moved from manual to the digital public relations.

Digital public relations or an e-public relation is the latest concept in corporate reputation management.

It is the practice of public relations through the new ICT, it is an innovation concept that is computer mediated yet it is cheaper.

Today organization and clients are making greater demand as on public relations professionals that are more ICT creative, more innovation and more efficiency in service delivery.

1.2    Statement of the Problem

The major concern of this project work is to access how social media such as Facebook, Twitter, Youtube, 2go e.t.c can enhance the practice of public relations especially in creating and maintain mutual understanding for better interaction.

It is also the interest of the research to examine cost effectiveness, speedy delivery of message and see how public relations can translate the social media into feedback and opinion media.

1.3    Purpose of the Study

1.    To investigate the potential roles of social-media in modern practice of public relations.

2.    To study the differences and similarity in terms of cost, and effectiveness while using social media and traditional media for message dissemination.

3.    To examine the publics response attitude towards the social-media message.

4.    To investigate whether the socio-media are suitable for public relations practice.

5.    To show the strength and weakness of socio-media as a public

relations tool.

1.4    Research Questions

1.    Does your company use social media in communication and sharing of ideas?

2.    To what extent has social media help your company solve problems and complains from its various publics?

3.    Has social media enhanced the performance of public relations department of Glo?

4.    Does Glo face any challenge in using social media?

1.5    Significance of the Study

The study is to reveal how socio-media can be translated into a power tools in the hand of innovated and creative public relations especially in building publics confidence and effective interaction.

1.6    Scope of the Study

This research focuses on the effect of social-media on the practices

of public relations with a reference to the global communication Nigeria especially public relations and customer care departments.

1.7    Limitation to the Study

Research work like this can not be carried out examine all organization and that is why the work is limited only to the global communication Nigeria.

Limitation is also posed by the few literature that is ready available for this study since the work is new.

Time factor is another hindrance as attention is needed for other academic activities.

Lack of fund to travel frequently to the Glo office in Lagos.

1.8    Definition of Terms

Publics: A group of persons with similar aspiration and ideas, interestand characteristics that is of importance to an organization

Public Relations: Is the deliberate planned and sustained effort toestablish and maintain mutual understandings between an organization and its publics

Relations: The way in which two people or group behaves towards eachother or deal with one another

Organization: A group of people who form a business together in order toachieve a particular aim or a group with a particular purpose

Social Media: A group of internet-based applications that build on theideological and technological foundations of web 2.0 and that allow the creation and exchange of user-generated content. (Kaplan and Haenlein, 2010)

Social Skills: Any skills facilitating interaction and communication withothers. Social rules and relations are created, communicated and changed in verbal and nonverbal ways through a process called socialization.

Cyberspace: This is the electronic medium of computer networks, inwhich online communication takes place.


5.0    Summary, Conclusion, and Recommendation

5.1    Summary

This research work was designed to accessing the impact of social media on the practice of public relations. However, base on the research findings, it is clear that social media has been inculcated but not fully in the practice of modern public relations among the practitioners due to some factors such as it credibity and measurement of information flow.

Chapter one of the research contains the background of the study, statement of the problem, research questions, significance of the study, scope of the study, methodology., limitations of the study and definition of the terms

Similarly, in Chapter two, many relevant materials of different authors were used to expose what various writers have done in the area of social, digital public relations and internet.

Chapter three of the study based on research methodology, survey research method was adopted in which 100 questionnaires were administered and 90 were retrieved. Simple Random Sampling technique was also adopted to select respondents.

Chapter four of the project revolved on the data analysis and interpretations of findings. The frequency and percentage method of data analysis was used.

This chapter contains the summary, conclusion and recommendation of the study.

5.2    Conclusion

The research showed that public relations practitioners feel that

social media and traditional media work together more than against each other and they interchangeably influence one another. Social media are an effective tool for communicating and redistributing news from traditional media sources.

With that, it makes it even more apparent that social media can quickly influence the public’s perception on certain issues and thus need to be held as accountable as traditional media sources, again raising the question of credibility.

Another surprising discovery was made through this research is that public relations practitioners are not measuring what is being said about their organizations even though they believe measurement is important. Larger percent of respondents agreed or strongly agreed that public relations practitioners should be measuring the amount of communication being disseminated about their organization and/or analyze the content of what’s being communicated about their organization via social media.

However, 64 percent of respondents have not measured what strategic public have communicated about them via blogs or other social media and only 36 percent have. All respondents agreed that public relations practitioners should also measure the impact this information has on influentials opinion leaders and the behaviors and attitudes of consumers.

Finally, time spent using social media is very minimal and no single employee is responsible for the implementation of social media campaigns.

Because of the newness of social media, it is hard to convince employers of its true value or even more, its time commitment.

Social media are about engagement and interaction, unlike many other forms of media. A measurement for the return on investment on social media is still being sought and therefore many do not see social media as a justified public relations expense.

5.3    Recommendations

After conducting a research, some recommendations can be made

to aid future research. Each recommendation surfaced after a particular

trend became evident during the research process.

It is obvious that social media have not been completely integrated into public relations and/or communications college curriculum. Social media should be included in the curriculum of the universities, polytechnics and other colleges offering Public relations and mass communication to enable them cope and know the best ways to use social media in public relations field.

Also, because social media are viewed as untrustworthy, inaccurate and not credible, it is recommended that more research should be conducted on those using these new media outlets, especially those who publish blogs.

Another track would be investigate how to raise credibility – perhaps through code or oversight. Brian Solis and Deirdre Breaken ridge (2009) state in their book Putting the Public Back in Public Relations “with the rapid rise of blogs, calls for standards and reform are firing in from the journalism industry, as well as the people, companies, and brands affected by sloppy, overly opinionated, misleading, hostile, biased, motivated, or incentivized blog posts”.

Many people believe that like journalists, bloggers should be held to the same standards for the content they post online; however, this topic is very controversial because social media are fueled by opinions. Currently, no organization is in place to govern the blogosphere and therefore individual organizations have formed to hold personal stanards for ethics in blogging (Solis and Breakenridge.

Because of the controversial nature of this topic, a recommendation would be for a credible organization to form a bloggers code of ethics. This organization would then give its seal of approval to certain blogs and these blogs would bear this symbol in order to inform the public of its attainment of high ethical standards.

The study of found that professionals are not measuring what is being said about their company or organization via blogs or social media; therefore, it is recommended that researchers develop a measurement.



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