The Utilization of New Media in Online Public Relations Activities Among The Public Relations Practitioners

The Internet has become a vital tool for PR because it is critical for most people. The utilization of online PR especially social media has increasingly become an integration function of organizational communication and provides several communication platforms to reach an organization’s publics and developing dialogs and increase the online presence of an organization. Moreover, the usage of social media comprises unique ways for boosting an organization and its products or services and for increasing its visibility in the virtual environment and Stakeholders can communicate among and between each other concerning an organization in very public, fast, cheap and effective ways. This paper intends to show that the usage of online PR tools through PR practitioners, especially social media tools. This paper is intended to understand value of social media for PR, the benefits of social media for publics and for organizations and the possible implications of current social media use for PR. The review of the literature suggests the dire research needs to empirical data exists on the ways in which PR practitioners are utilizing social media and how this utilization is influencing PR practices.