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Social Media Utilisation As Relationship Building Component In The Public Relations Pr Strategy Of Nonprofit Organisations Ngos
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Book Synopsis Social media utilisation as relationship building component in the Public Relations (PR) strategy of nonprofit organisations (NGOs) by : Maria M.
Download or read book Social media utilisation as relationship building component in the Public Relations (PR) strategy of nonprofit organisations (NGOs) written by Maria M. and published by GRIN Verlag. This book was released on 2016-11-08 with total page 99 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 2,0, , language: English, abstract: The developments in the digital word introduced new communications channels in the Public Relations (PR) work, which encompass technologies such as social networking. PR and communications practitioners generally accept this development as an advantageous phenomenon. However, recent research on social media has shown that the PR industry in the nonprofit sector lacks a full integration of new media to its full extent in order to be more efficient. Limited research has been carried out to explore the challenges in the adoption of social media channels in this particular sector. This study sought to explore the experiences and perceptions on the process of social media integration in an international NGO. By using the findings of semi-structured interviews of the staff and that of the content analysis of the deployed social media channels, it aims to investigate the effect of social media communication on the relationship building with the supporters through dialogue. The study revealed that different concepts such as dialogical communication and relationship building have enormous value within the online PR work in organisations. The new online platforms can be used for building relationships with stakeholders by embracing two-way communication which leads to a mutual understanding and commitment from the donors. It seemed that strategic social media adoption is also dependant on the organisational culture and power structures in it. Providing for a different understanding of organisational goals and the value of social media on the management level can marginalise a successful contribution of these channels to the strategic communications and fundraising work. The conclusions from this research represent a broad theoretical framework for further research into the effects of social media on successful PR practice in NGOs on a local, national and international level.
Book Synopsis Social Media and Strategic Communications by : Hana S. Noor Al-Deen
Download or read book Social Media and Strategic Communications written by Hana S. Noor Al-Deen and published by Springer. This book was released on 2013-05-20 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social Media and Strategic Communications provides truly comprehensive and original scholarly research that exhibits the strategic implementation of social media in both advertising and public relations.
Book Synopsis Cases on Strategic Social Media Utilization in the Nonprofit Sector by : Asencio, Hugo
Download or read book Cases on Strategic Social Media Utilization in the Nonprofit Sector written by Asencio, Hugo and published by IGI Global. This book was released on 2015-02-28 with total page 433 pages. Available in PDF, EPUB and Kindle. Book excerpt: Typically utilized by larger corporations, social media marketing and strategy is lacking in small and medium-sized nonprofit organizations. Although these organizations are beginning to incorporate this form of online communication, there is still a need to understand the best practices and proper tools to enhance an organization’s presence on the web. Cases on Strategic Social Media Utilization in the Nonprofit Sector brings together cases and chapters in order to examine both the practical and theoretical components of creating an online social community for nonprofit organizations. The technologies discussed in this publication provide organizations with the necessary cost-effective tools for fundraising, marketing, and civic engagement. This publication is an essential reference source for practitioners, academicians, researchers, and advanced-level students interested in learning how to effectively use social media technologies in the nonprofit sector.
Book Synopsis Introduction to Public Relations by : Janis Teruggi Page
Download or read book Introduction to Public Relations written by Janis Teruggi Page and published by SAGE Publications. This book was released on 2020-09-11 with total page 449 pages. Available in PDF, EPUB and Kindle. Book excerpt: Introduction to Public Relations: Strategic, Digital, and Socially Responsible Communication presents a comprehensive introduction to the field of public relations (PR) with a focus on new media and social responsibility. Recognizing that the shifts in technology, business, and culture require a fresh approach, authors Janis Teruggi Page and Lawrence J. Parnell show students how today′s PR professionals create persuasive messages with modern technologies while working in line with the industry′s foundations. The authors balance this approach with a focus on understanding communication theory, history, process, and practice, and how all these concepts can be applied to strategic PR planning. The Second Edition features new and refreshed content throughout, including cases, chapter-opening scenarios, and profiles of both young and senior practitioners with tips and career guidance for student success. Included with this title: The password-protected Instructor Resource Site (formally known as SAGE Edge) offers access to all text-specific resources, including a test bank and editable, chapter-specific PowerPoint® slides.
Book Synopsis Communicating Causes by : Nicky Garsten
Download or read book Communicating Causes written by Nicky Garsten and published by Routledge. This book was released on 2018-06-13 with total page 298 pages. Available in PDF, EPUB and Kindle. Book excerpt: Non-profit organizations (NPOs) across the world are facing criticism alongside approbation. In order for NPOs to effectively support their causes, they require public trust. The editors of this book have persuaded PR experts from the UK and around the world, from a variety of PR specialisms operating across different organizational forms, to share their knowledge and experience. These contributions are scaffolded with authoritative academic and practical advice, as well as solutions. The book starts with foundations that underpin communications for causes. These include arguments that support the importance of non-profits in civil society; lessons in corporate governance; and a new approach to issues management. PR planning subjects tailored, or specific, to the sector include: strategic global communications planning, agile digital communications; branding internal communications and the securing of meaningful outcomes. Corporate partnerships are examined with a new ‘Fit to Partner Test’ and consideration of the mandated corporate social responsibility (CSR) in India, corporate volunteering in Brazil, and CSR in South Africa. Relations between governments and non-profits are also considered, both generally and with a particular focus on China. Communicating Causes looks at effective strategy and practice of PR in the modern non-profit. Including forewords by both John Grounds and Jon Snow, the expert perspectives offered in this book provide valuable support to current and future communicators.
Book Synopsis Social Change Anytime Everywhere by : Allyson Kapin
Download or read book Social Change Anytime Everywhere written by Allyson Kapin and published by John Wiley & Sons. This book was released on 2013-02-26 with total page 286 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategies for advocacy, fundraising, and engaging the community Social Change Anytime Everywhere was written for nonprofit staff who say themselves or are asked by others, “Email communications, social media, and mobile are important, but how will they help our nonprofit and the issues we work on? Most importantly, how the heck do we integrate and utilize these tools successfully?” The book will help answer these questions, and is organized to guide readers through the planning and implementation of online multi-channel strategies that will spark advocacy, raise money and promote deeper community engagement in order to achieve social change in real time. It also serves as a resource to help nonprofit staff and their boards quickly understand the evolving online landscape and identify and implement the best online channels, strategies, tools, and tactics to help their organizations achieve their missions.
Book Synopsis Nonprofit Public Relationships on Social Media by : Brooke Lauren Smith
Download or read book Nonprofit Public Relationships on Social Media written by Brooke Lauren Smith and published by . This book was released on 2018 with total page 81 pages. Available in PDF, EPUB and Kindle. Book excerpt: This work explores the effect of social media on expectations held by nonprofit publics as they seek to build and maintain relationships with nonprofit organizations (NPOs) in the context of expectancy violation theory, social capital, and the situational theory of publics. Semi-structured interviews were conducted with 14 individuals who follow a nonprofit on social media to understand the public perspective on nonprofit organizations’ relationship building and maintaining behaviors on social media. The study found that nonprofit publics do have specific expectations for how NPOs should build and maintain relationships on social media (i.e., high-quality posts, level of interaction being limited to likes on social media and interpersonal interactions, high visibility to prove legitimacy, high transparency, and posts that are positive in tone). The study also found that nonprofit publics immediately end relationships when these expectations are violated, but tolerate relationships if these expectations are met. Finally, nonprofit publics expect to build relationships by interacting in a face-to-face or interpersonal setting, but also expect to maintain these relationships on social media, shedding light onto the importance of combining the use of interpersonal and computer-mediated communication.
Book Synopsis 101 Social Media Tactics for Nonprofits by : Melanie Mathos
Download or read book 101 Social Media Tactics for Nonprofits written by Melanie Mathos and published by John Wiley & Sons. This book was released on 2012-01-09 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: The ultimate social media field guide for nonprofits—with 101 ways to engage supporters, share your mission, and inspire action using the social web 101 Social Media Tactics for Nonprofits features 101 actionable tactics that nonprofits can start using today, and most of the featured resources are free. Broken down into five key areas, this unique guide explains the steps and tools needed to implement each tactic, and provides many real-life examples of how nonprofits are using the tactics. With this book as your guide, you'll learn how leading nonprofit professionals around the world are leveraging social media to engage constituents, communicate their cause, and deliver on their mission. Presents immediately useful ideas for relevant impact on your organization's social presence so you can engage with supporters in new and inventive ways Features 101 beginner to intermediate-level tactics with real-life examples Offers a workable format to help nonprofits discover new ways of deploying their strategy Includes nonprofit social media influencers from leading nonprofits around the world including National Wildlife Federation, March of Dimes, and The Humane Society Nonprofits know they need to start engaging with supporters through social media channels. This field guide to social media tactics for nonprofits will feature 101 beginner to intermediate-level tactics with real-life examples to help nonprofits discover new ways of deploying their strategy and meeting their social media objectives.
Book Synopsis Public Relations and Participatory Culture by : Amber Hutchins
Download or read book Public Relations and Participatory Culture written by Amber Hutchins and published by Routledge. This book was released on 2016-03-10 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt: While public relations practitioners have long focused on the relationship between organizations and their stakeholders, there has never been a time when that relationship was so dominated by public participation. The new model of multiple messages originating from multiple publics at varying levels of engagement is widely acknowledged, but not widely explored in scholarly texts. The established model of one-way communication and message control no longer exists. Social media and an increasingly participatory culture means that fans are taking a more active role in the production and co-creation of messages, communication, and meaning. These fans have significant power in the relationship dynamic between the message, the communicator, and the larger audience, yet they have not been defined using current theory and discourse. Our existing conceptions fail to identify these active and engaged publics, let alone understand virtual communities who are highly motivated to communicate with organizations and brands. This innovative and original research collection attempts to address this deficit by exploring these interactive, engaged publics, and open up the complexities of establishing and maintaining relationships in fan-created communities.
Book Synopsis Social Campaigning with Social Media: PR und Fundraising Tool für NGOs und NPOs by : Henning Zippel
Download or read book Social Campaigning with Social Media: PR und Fundraising Tool für NGOs und NPOs written by Henning Zippel and published by diplom.de. This book was released on 2015-02-01 with total page 58 pages. Available in PDF, EPUB and Kindle. Book excerpt: Nichtstaatlichen Organisationen und nichtwirtschaftlich orientierten Unternehmen wird oftmals Unprofessionalität unterstellt, wenn es um die Erfüllung eines ‘guten Zwecks’ geht. Ein ‘hippiesker’ Umgang mit Geld und eine ablehnende Haltung gegenüber Marketing und Public Relations schienen lange Zeit State of the Art im sogenannten dritten Sektor zu sein. Doch mit dem zunehmenden Verschwinden von Alpaka-Pullovern und Nickelbrillen aus den Büros von Hilfsorganisationen und Kultureinrichtungen, sowie dem zeitgleichen Mitwirken von jungen und modernen Menschen scheint auch dieser Umstand sich rapide zu ändern. Seit der ersten großen und revolutionären Medienkampagne von Greenpeace gegen das Versenken der ‘Brent Spar’ in der Nordsee sind kaum mehr als 15 Jahre vergangen und doch hat sich scheinbar alles in rasantem Tempo geändert. Amnesty International twittert, die Kirche hat eine Facebook Fanpage und das örtliche Jugendzentrum macht Crowdfunding! Doch was ist im Umgang mit neuen Medien zu beachten? Lassen sich über Facebook und Co. wirklich Gelder akquirieren und eine Botschaft vermitteln?
Book Synopsis Like Us on Facebook by : Natalia Isabel Ló́pez-Thismón
Download or read book Like Us on Facebook written by Natalia Isabel Ló́pez-Thismón and published by . This book was released on 2012 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: This study examines whether a social networking campaign on Facebook can make any difference in relationship management outcomes of trust, commitment, satisfaction, control mutuality, exchange relationships, communal relationships, and Facebook relationships. Since Facebook.com opened its registration process to organizations in late 2007, trade publications such as PR Week and public relations blogs have been endorsing Facebook as a relationship-building tool. Through Facebook, organizations have the opportunity to converse with their publics and engage them in ways not previously possible.
Book Synopsis Effective Public Relation Strategies For Food Companies by : Muhammet Erbay
Download or read book Effective Public Relation Strategies For Food Companies written by Muhammet Erbay and published by Livre de Lyon. This book was released on 2022-03-15 with total page 138 pages. Available in PDF, EPUB and Kindle. Book excerpt: Effective Public Relation Strategies For Food Companies
Book Synopsis Social Media for Progressive Public Relations by : Outi Niininen
Download or read book Social Media for Progressive Public Relations written by Outi Niininen and published by Taylor & Francis. This book was released on 2022-11-10 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: This edited book presents a comprehensive, research-led coverage of the progressive ways public relations (PR) and social media is utilised today. It offers innovative research approaches to explore PR and social media initiatives, and in so doing, provides guidance on how to direct PR communication across the complex canvas of social media where some of the communication can be highly emotional varying from overt expressions of loyalty to brandjacking. Progressive organisations are carefully engaging with their audiences in multiple social media channels with organisational goals including commercial success, sustainability or employee morale. The analytics offered by social media channels help organisations to learn about their audiences as well as design highly personalised content. This book extends our understanding of the ways PR and social media can be utilised for communication that resonates with target audiences in varying context. Through the academic research presented, readers can also learn innovative ways to investigate and improve their own PR and social media practice. The book’s main themes include the power of engagement, progressive management use of social media channels, business influence, social-influencing for non-profit causes and political impacts of targeted social media communications. Social Media for Progressive Public Relations is for scholars, researchers and students of PR and communications.
Book Synopsis The Social Media Communication Matrix by : Kenneth D. Plowman
Download or read book The Social Media Communication Matrix written by Kenneth D. Plowman and published by Business Expert Press. This book was released on 2015-09-10 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt: Sophisticated problem solving in strategic communication or public relations (PR) is done through planning, strategic communication planning. The focus of this book is to meld current trends in social media to strategic communications planning in the field of PR. The definition of social media used here is channels delivering web-based information created by people to improve communication. This work used the strategic communication plan based on Wilson and Ogden's (2014) work for basic structure and an operational definition of strategic communication developed by one of the authors. The steps in a typical strategic communication campaign that will be affected include goals, measurable objectives, the big idea, key publics, message design, strategies and tactics and evaluation or return on investment. This book covers the major social media platforms and addresses branding, crisis communications, entertainment and sports, citizen journalism, and analytics. The contribution to the body of knowledge should be highly significant, affecting the way PR professionals go about devising and conducting strategic communication campaigns in light of the effect of social media as well as how academics teach the process in their classrooms.
Book Synopsis Cases on Strategic Social Media Utilization in the Nonprofit Sector by :
Download or read book Cases on Strategic Social Media Utilization in the Nonprofit Sector written by and published by Information Science Reference. This book was released on 2015 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book brings together cases and chapters in order to examine both the practical and theoretical components of creating an online social community for nonprofit organizations"--
Book Synopsis The Impact of Social Media on the PR Industry by : Iliyana Stareva
Download or read book The Impact of Social Media on the PR Industry written by Iliyana Stareva and published by GRIN Verlag. This book was released on 2013-10-08 with total page 130 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, University of Plymouth, language: English, abstract: The Public Relations industry has faced dramatic changes in the past few years in terms of new technology and media channels as well as new opportunities for communicating with clients and businesses. The main reason for this is the emergence of social media networking which enabled customers to easily and quickly engage in a two-way communication process with companies. For businesses on the other hand this represents a huge challenge of how to effectively handle the new forms of engagement so that they now realize the increasing importance of Public Relations as an organisational function. However, social media is still a big challenge for the PR industry itself. That is why the project aimed to research this new development and find comprehensive insights into what exactly happened and how should PR practitioners better approach new media opportunities. The age of ‘we talk, you listen’ style of company communication is gone; the dialogue with stakeholders is the only way forward, because the emergence of social media has changed the way consumers form opinions and make decisions (Flint, 2009). Therefore, many PR specialists, including Brown, Solis, Scott and others believe that we are now at the peak of a magnificent era for the PR practice. It also means that there are new tools and new techniques needed to meet client’s needs and requirements. Butterick (2011) also mentions that the rise of digital media has transformed our channels of communication and the journalism practice (closely linked to PR), which in turn has had and will continue having an enormous impact on public relations. As social media changes constantly there is a continuous need to frequently investigate how social media is altering the PR practice, which is the main justification and objective for this research. A first step in this study was examining a vast amount of recent literature sources. This critical review played the role of a basis to develop the following primary research and determine its focus according to the identified gaps in the literature. The report presents a number of existing evidence illustrating how greatly social media has changed and continues to change the PR industry. Another purpose of the research was to examine the reasons for this phenomenon. To do so the research also aimed to investigate how practitioners themselves use social media and how it has been integrated into the Marketing Mix. As Brown summarizes: “Now we are seeing altogether new ways
Book Synopsis Public Relations Theory III by : Carl H. Botan
Download or read book Public Relations Theory III written by Carl H. Botan and published by Taylor & Francis. This book was released on 2023-02-22 with total page 534 pages. Available in PDF, EPUB and Kindle. Book excerpt: This important book chronicles, responds to, and advances the leading theories in the public relations discipline. Taking up the work begun by the books Public Relations Theory and Public Relations Theory II, this volume offers completely original material reflecting public relations as practiced today. It features contributions by leading public relations researchers from around the world who write about new developments in the field. Important subjects include: a turn to more humanistic, social, dialogic, and cocreational perspectives on public relations; changes in the capacity and use of new information technologies; a greater emphasis on non-Western international and intercultural public relations that considers an increasingly politically polarized culture; and issues of ethics that look beyond how clients and the traditional mass media are treated and into much broader questions of voice, agency, race, identity, and the economic and political status of publics. This book is a touchstone for advanced undergraduate and graduate courses in public relations theory and a key reference for researchers.
