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The Impact of Social Media 
on Public Relations
Public Relations 
• Marketing and Advertising 
• Customer Service 
• Press Relations 
• Crisis Management 
• Any Organization-Stakeholder 
Communication
Social Media 
• Collaborative Projects (i.e., Wikipedia) 
• Content Communities (i.e., YouTube) 
• Virtual Game and Social Worlds (i.e., Second 
Life) 
• Blogs 
• Social Networking Sites (i.e., Facebook) 
Content is created and distributed by organizations AND 
stakeholders.
Communication Theories 
Mass 
Communication: 
Advertising and 
Marketing 
Interpersonal 
Communication: 
Customer 
Service 
Public Rhetoric: 
Press Relations 
and Crisis 
Communication
Social Media in Public Relations 
• Promotes products and services (push). 
• Shares information for consumption by press 
and stakeholders (push). 
• Listens to stakeholder input and monitors 
interaction to optimize content (pull). 
• Responds to stakeholder questions/complaints 
(push/pull). 
• Provides content that can be shared, consumed, 
and interacted with independently (no control).
Ship My Pants
What About You?
Doing It Right: 
Southwest Airlines Facebook Page
Customer Service
Promotion and Crisis Management
Doing It Wrong: 
Cheerios Facebook Page
No Customer Service
Are They Listening?
People Don’t Think So
Good Content, Hijacked
Best and Worst Practices 
To be continued…

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The Impact of Social Media on Public Relations