Traditional Media, Social Media And Stakeholder Engagement

This essay explores and provides insight into traditional media, social media and stakeholder engagement in relation to its relevance to public relations. It analyses and justifies which of the Grunig and Hunt’s four models of public relations relate to each concept whilst also providing a relevant real world example. It then reflects on several ethical considerations related to the organisations behaviour in practice through the use of ethical frameworks. Public relations uses three main media concepts including traditional media, social media and stakeholder engagement. This essay will begin by exploring traditional media and its practices. Traditional media has been the most dominant source of media for the past 500 years. Traditional media is easily identified as it has played such a large role in society and includes sources such as television, radio, newspapers and magazines. Traditional media can be seen as centralised/ top down and is often controlled by professional gatekeepers. In addition, traditional media is also costly to publish, as it often requires printing and distributing. Traditional media plays a significant role in public relations and many tactics relate directly to this form of media. These tactics can include but are not limited to: news releases, fact sheets, media kits, pitch letters, interviews with journalists, conferences, personal appearances and the reach of radio and television. Traditional media has seen a decline over the past decadeShow MoreRelatedSocial Media And Its Effect On Communication1361 Words   |  6 PagesDuring a crisis, social media channels such as blogs, Facebook pages and instant messages can be used to keep stakeholders updated, stay connected with stakeholders, and collectively find a solution to overcome a crisis (Ulmer et al., 2015). 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