SOCIAL NETWORKS IN PR-SPECIALIST PRACTICE

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SOCIAL NETWORKS IN PR-SPECIALIST PRACTICE

Journal Title: Вісник Дніпропетровського університету. Серія "Соціальні комунікації" - Year 2017, Vol 25, Issue 12

Abstract

The analysis of foreign and domestic scientific literature, scientific views on Internet communication in the system of public relations has been carried out in order to identify the current trends and perspectives of using social networks in the activity of the modern specialist in the field of PR; The practical experience of using social internet networks in the activity of the PR-specialist has been studied and summarized. Every year there is a steady growth of the Internet audience, along with an increase in the audience of so-cial networks in Ukraine. Digital PR is one of the most effective, productive directions providing the maxi-mum reach of the target audience. The role of public relations has shifted from content creation to an at-tempt to influence the content created by others. Social networking is an on-line service designed to establish users’ relationships. One of the great features of social Internet networks is that the content is formed by the users themselves. The rapid development of social networks which has created numerous new tools and channels, has brought new opportunities and new challenges for the work of all public relations specialists. The research emphasized that the role of social Internet networks as a necessary and effective additional tool for expanding the possibilities of bilat-eral interactive interaction between the organization and its public. For the first time, the question is raised about the opportunities for PR-professionals to gain trust by engag-ing the online community of social networks, while using the unprecedented level of transparency of the organization. The results of the investigation can be used for further study of the use of social networks in the practice of a specialist in public relations.

Authors and Affiliations

V. Myronenko

Keywords

public relations. digital PR. social media. social networks PR-specialist.

EP ID EP296647
DOI -
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