Proceedings of the 4th World Conference on Media and Communication
Year: 2024
DOI:
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The Role of Social Media Platforms in Public Relations Strategies in Nigeria
Dr.Yusuf Mu’azu1, Dr. Nuhu Diraso Gapsiso2
ABSTRACT:
The paper discusses the impact of social media on public relations (PR) practice in Nigeria, exploring whether social media facilitates PR work or predicts its demise. It aims to examine the implications and challenges of social media for PR practice in Nigeria and to propose strategies for effective PR in the digital age. The study utilizes ‘Social Construction Theory’ and ‘Impression Management Theory’ to analyze the role of social media in PR, drawing evidence from existing literature. The findings suggest that social media presents both opportunities and challenges for PR practice. It has transformed PR into a more dynamic, interactive, and relationship-focused profession, but also introduced complexities such as managing online reputation and responding to the fast-paced digital environment. The paper recommended that PR practitioners should adapt to the digital landscape, leveraging social media tools to engage with audiences and manage brand perception and develop a strategic communication plan that aligns with PR objectives, utilizing social media to drive engagement and build trust with the public.
keywords: Social media, Public relations (PR), Public relations strategies, Social Media and public relations, Nigeria