Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR [1 ed.] 9783954896783, 9783954891788

Citation preview

Iliyana Stareva

Social Media and the Rebirth of PR

Copyright © 2013. Diplomica Verlag. All rights reserved.

The Emergence of Social Media as a Change Driver for PR

Anchor Academic Publishing disseminate knowledge

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

Stareva, Iliyana: Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR. Hamburg, Anchor Academic Publishing 2014 Buch-ISBN: 978-3-95489-178-8 PDF-eBook-ISBN: 978-3-95489-678-3 Druck/Herstellung: Anchor Academic Publishing, Hamburg, 2014 Bibliografische Information der Deutschen Nationalbibliothek: Die Deutsche Nationalbibliothek verzeichnet diese Publikation in der Deutschen Nationalbibliografie; detaillierte bibliografische Daten sind im Internet über http://dnb.d-nb.de abrufbar. Bibliographical Information of the German National Library: The German National Library lists this publication in the German National Bibliography. Detailed bibliographic data can be found at: http://dnb.d-nb.de

All rights reserved. This publication may not be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the publishers.

Das Werk einschließlich aller seiner Teile ist urheberrechtlich geschützt. Jede Verwertung außerhalb der Grenzen des Urheberrechtsgesetzes ist ohne Zustimmung des Verlages unzulässig und strafbar. Dies gilt insbesondere für Vervielfältigungen, Übersetzungen, Mikroverfilmungen und die Einspeicherung und Bearbeitung in elektronischen Systemen.

Copyright © 2013. Diplomica Verlag. All rights reserved.

Die Wiedergabe von Gebrauchsnamen, Handelsnamen, Warenbezeichnungen usw. in diesem Werk berechtigt auch ohne besondere Kennzeichnung nicht zu der Annahme, dass solche Namen im Sinne der Warenzeichen- und Markenschutz-Gesetzgebung als frei zu betrachten wären und daher von jedermann benutzt werden dürften. Die Informationen in diesem Werk wurden mit Sorgfalt erarbeitet. Dennoch können Fehler nicht vollständig ausgeschlossen werden und die Diplomica Verlag GmbH, die Autoren oder Übersetzer übernehmen keine juristische Verantwortung oder irgendeine Haftung für evtl. verbliebene fehlerhafte Angaben und deren Folgen. Alle Rechte vorbehalten © Anchor Academic Publishing, Imprint der Diplomica Verlag GmbH Hermannstal 119k, 22119 Hamburg http://www.diplomica-verlag.de, Hamburg 2014 Printed in Germany

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

Table of Contents

Table of Contents .............................................................................................................................. V List of Tables ................................................................................................................................. VIII List of Figures ................................................................................................................................... IX Acknowledgements.......................................................................................................................... X Abbreviations ................................................................................................................................. XII 1. Introduction ................................................................................................................................. 1 2. Literature Review ...................................................................................................................... 4 2.1.

Public Relations .................................................................................................................. 4

ʹǤͳǤͳǤ Šƒ–‹•ǫǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͶ ʹǤͳǤʹǤ ‡™‡ˆ‹‹–‹‘‹•‡‡†‡†ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͷ ʹǤͳǤ͵Ǥ ƒ‹ —…–‹‘•ƒ†…–‹˜‹–‹‡•‘ˆ•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͷ 2.2.

The PR Industry .................................................................................................................. 7

ʹǤʹǤͳǤ ”‘™‹‰ ’‘”–ƒ…‡ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤ͹ ʹǤʹǤʹǤ –‹ŽŽƒ†‡’—–ƒ–‹‘ǫǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͺ ʹǤʹǤ͵Ǥ Š‡ –‡”‡–˜‘Ž—–‹‘ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͻ 2.3.

Social Media ...................................................................................................................... 10

ʹǤ͵ǤͳǤ ‡ˆ‹‹‰‡„ʹǤͲǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͳͲ ʹǤ͵ǤʹǤ ‡ˆ‹‹‰‘…‹ƒŽ‡†‹ƒǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͳͲ

Copyright © 2013. Diplomica Verlag. All rights reserved.

ʹǤ͵Ǥ͵Ǥ ”‘‘‘Ž‘‰—‡–‘‹ƒŽ‘‰—‡ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͳʹ ʹǤ͵ǤͶǤ ”ƒ†‹–‹‘ƒŽ‡†‹ƒ˜•Ǥ‡™‡†‹ƒǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͳͶ ʹǤ͵ǤͷǤ ‘…‹ƒŽ‡†‹ƒ‡˜‘Ž—–‹‘ƒ†–Š‡Ǯ‘™ǯ ƒ…–‘”ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͳͷ ʹǤ͵Ǥ͸Ǥ Šƒ‰‹‰‘•—‡”‡Šƒ˜‹‘—”ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͳ͹ 2.4.

Integrating PR and Social Media in the Marketing Mix ..................................... 18

ʹǤͶǤͳǤ Š‡”ƒ†‹–‹‘ƒŽƒ”‡–‹‰‹š‘†ƒ›ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͳͺ

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

V

ʹǤͶǤʹǤ ‡™‘‘Ž•ˆ‘”–Š‡”ƒ†‹–‹‘ƒŽƒ”‡–‹‰‹šǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͳͺ ʹǤͶǤ͵Ǥ –‡‰”ƒ–‡†ƒ”‡–‹‰‘—‹…ƒ–‹‘•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͳͺ 2.5.

Social Media’s Impact on PR ........................................................................................ 21

ʹǤͷǤͳǤ ‘™ƒ„‘—–Š‡‘”›ǫǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤʹͳ ʹǤͷǤʹǤ ’ƒ…–ǫ‘™ǫŠ›ǫǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤʹ͵ ʹǤͷǤ͵Ǥ Šƒ–‹•‡™ǫǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤʹͷ ʹǤͷǤͶǤ ‘…‹ƒŽ‡†‹ƒ…–‹˜‹–‹‡•ǡ‘‘Ž•ƒ†‹ŽŽ•ˆ‘”’”‘ˆ‡••‹‘ƒŽ•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤʹ͸ ʹǤͷǤͷǤ †‹‡ƒŽ‹–›Ȃ‘™‹•‘…‹ƒŽ‡†‹ƒ„‡‹‰—•‡†„›’”‘ˆ‡••‹‘ƒŽ•ǫǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤ͵Ͳ 2.6.

Conclusions ....................................................................................................................... 32

3. Research Methodology .......................................................................................................... 34 3.1.

Research Objectives ....................................................................................................... 34

3.2.

Research Philosophies and Paradigms ................................................................... 34

3.3.

Research Strategy ........................................................................................................... 35

3.4.

Research Methods........................................................................................................... 35

͵ǤͶǤͳǤ —ƒ–‹–ƒ–‹˜‡‡–Š‘†•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤ͵ͷ ͵ǤͶǤͳǤͳǤ

—”˜‡›–”—…–—”‡ƒ†‡•‹‰ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤ͵͸

͵ǤͶǤͳǤʹǤ

ƒ’Ž‹‰ƒ†—”˜‡›‹•–”‹„—–‹‘ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤ͵͹

͵ǤͶǤʹǤ —ƒŽ‹–ƒ–‹˜‡‡–Š‘†•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤ͵͹ ͵ǤͶǤʹǤͳǤ

–‡”˜‹‡™–”—…–—”‡ƒ†‡•‹‰ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤ͵ͺ

͵ǤͶǤʹǤʹǤ

ƒ’Ž‹‰ƒ†‘†—…–‹‘‘ˆ –‡”˜‹‡™•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤ͵ͺ

͵ǤͶǤ͵Ǥ ‘•‹†‡”ƒ–‹‘‘–Š‹…ƒŽ ••—‡•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤ͵ͻ

Copyright © 2013. Diplomica Verlag. All rights reserved.

͵ǤͶǤͶǤ ‘…Ž—•‹‘•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͶͲ 4. Research Findings and Discussion .................................................................................... 41 4.1.

Quantitative Data Findings .......................................................................................... 41

ͶǤͳǤͳǤ ƒ”–‹…‹’ƒ–•ǯ”‘ˆ‹Ž‡ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͶͳ ͶǤͳǤʹǤ ͳǣ ’ƒ…–‘ˆ‘…‹ƒŽ‡†‹ƒ‘–Š‡ †—•–”›ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͶͷ ͶǤͳǤ͵Ǥ ʹǣ‘…‹ƒŽ‡†‹ƒ•ƒ‰‡„›”‘ˆ‡••‹‘ƒŽ•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͷͲ VI

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

4.2.

Qualitative Data Findings ............................................................................................. 54

ͶǤʹǤͳǤ ƒ”–‹…‹’ƒ–•ǯ”‘ˆ‹Ž‡ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͷͶ ͶǤʹǤʹǤ ͳǣ ’ƒ…–‘ˆ‘…‹ƒŽ‡†‹ƒ‘–Š‡ †—•–”›ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͷͷ ͶǤʹǤ͵Ǥ ʹǣ‘…‹ƒŽ‡†‹ƒ•ƒ‰‡„›”‘ˆ‡••‹‘ƒŽ•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͷͻ ͶǤʹǤͶǤ ͵ǣ‡ƒ•—”‡‡–ƒ†‘‹–‘”‹‰ ••—‡•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤ͸͵ 4.3.

Discussion .......................................................................................................................... 64

5. Conclusions and Recommendations ................................................................................ 68 5.1.

Main Conclusions ............................................................................................................ 68

5.2.

Limitations ........................................................................................................................ 69

5.3.

Recommendations for Future Research ................................................................. 70

6. References ................................................................................................................................. 71 7. Bibliography ............................................................................................................................. 77 8. Appendices ................................................................................................................................ 81 Appendix 1: Questionnaire Design and Structure ............................................... 81

8.2.

Appendix 2: Questionnaire Results .......................................................................... 85

8.3.

Appendix 3: Interview Design and Structure ........................................................ 93

8.4.

Appendix 4: Interview Transcripts........................................................................... 95

Copyright © 2013. Diplomica Verlag. All rights reserved.

8.1.

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

VII

List of Tables  ƒ„Ž‡ͳǣƒ‹…–‹˜‹–‹‡•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤ͸ ƒ„Ž‡ʹǣƒ•‹… ‘”•‘ˆ‘…‹ƒŽ‡†‹ƒǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͳʹ ƒ„Ž‡͵ǣ –‡”‡•–‹‰‘…‹ƒŽ‡†‹ƒ ƒ…–•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͳ͸ ƒ„Ž‡Ͷǣ ’ƒ…–‘ˆ‘…‹ƒŽ‡†‹ƒ……‘”†‹‰–‘”ƒ…–‹–‹‘‡”•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤʹͳ ƒ„Ž‡ͷǣ‘—‹…ƒ–‹‘•‘†‡Ž•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤʹʹ ƒ„Ž‡͸ǣŠ‡Ž†˜•Ǥ–Š‡‡™—Ž‡•‘ˆǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤʹ͸ ƒ„Ž‡͹ǣ‡†‹ƒ‡Žƒ–‹‘•˜•ǤŽ‘‰‰‡”‡Žƒ–‹‘•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤʹͻ ƒ„Ž‡ͺǣ‡”…‡–ƒ‰‡‘ˆ˜‡”ƒ‰‡‘”‹‰‹‡••’‡†™‹–ŠŽ‘‰•ƒ†ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤ͵Ͳ ƒ„Ž‡ͻǣ ’‘”–ƒ…‡‘ˆ‘…‹ƒŽ‡†‹ƒˆ‘”–Š‡˜‡”ƒŽŽˆˆ‘”–•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤ͵Ͳ ƒ„Ž‡ͳͲǣ‹•–‹…–‹‘•„‡–™‡‡—ƒ–‹–ƒ–‹˜‡ƒ†—ƒŽ‹–ƒ–‹˜‡ƒ–ƒǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤ͵ͷ ƒ„Ž‡ͳͳǣ†˜ƒ–ƒ‰‡•ƒ†‹•ƒ†˜ƒ–ƒ‰‡•‘ˆ—‡•–‹‘ƒ‹”‡•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤ͵͸ ƒ„Ž‡ͳʹǣ†˜ƒ–ƒ‰‡•ƒ†‹•ƒ†˜ƒ–ƒ‰‡•‘ˆ –‡”˜‹‡™•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤ͵ͺ ƒ„Ž‡ͳ͵ǣ‘•‹–‹˜‡ƒ†‡‰ƒ–‹˜‡Šƒ‰‡•ˆ‘”†—‡–‘ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͷ͸ ƒ„Ž‡ͳͶǣ‡›‹ˆˆ‡”‡…‡•„‡–™‡‡”ƒ†‹–‹‘ƒŽƒ†ʹǤͲǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͷ͹ ƒ„Ž‡ͳͷǣ‡›†˜ƒ–ƒ‰‡•ƒ†‹•ƒ†˜ƒ–ƒ‰‡•‘ˆǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͷͺ

Copyright © 2013. Diplomica Verlag. All rights reserved.



VIII

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

List of Figures  ‹‰—”‡ͳǣ‹••‡”–ƒ–‹‘˜‡”˜‹‡™ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤ͵ ‹‰—”‡ʹǣ”‡ƒ•‘ˆ ”‡ƒ–‡•– ”‘™–Š‹–Š‡‡š– ‹˜‡‡ƒ”•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤ͹ ‹‰—”‡͵ǣ—”‘’‡ƒ‘—‹…ƒ–‹‘‘‹–‘”ǯ•Š”‡‡‡ƒ” ”‘™–Šš’‡…–ƒ–‹‘•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͺ ‹‰—”‡ͶǣŠ‘…‹‰ –‡”‡––ƒ–‹•–‹…•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͻ ‹‰—”‡ͷǣ‘…‹ƒŽ‡†‹ƒ‹‡Ž‹‡ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͳͲ ‹‰—”‡͸ǣŠ‡‘˜‡”•ƒ–‹‘”‹•Ȃƒ”‹‡–›‘ˆŽ‹‡‘—‹…ƒ–‹‘Šƒ‡Ž•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤͳͳ ‹‰—”‡͹ǣ‡†‹‰ƒ‡••ƒ‰‡–Š”‘—‰Š”ƒ†‹–‹‘ƒŽƒ†‡™‡†‹ƒǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͳ͵ ‹‰—”‡ͺǣŠ‡‘”†Ǧ‘ˆǦ‘—–Š’’‘”–—‹–‹‡•™‹–Š‘…‹ƒŽ‡†‹ƒǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͳͶ ‹‰—”‡ͻǣŠ‡Ž‹‡‡†‹ƒǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͳͷ ‹‰—”‡ͳͲǣ‹‡’‡–Ž‹‡‘‡› –‡”‡–ƒ–‡‰‘”‹‡•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͳͷ ‹‰—”‡ͳͳǣŠ‡‘Ž‡•‘ˆ‘†ƒ›ǯ•‘•—‡”ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͳ͹ ‹‰—”‡ͳʹǣŠ‡‡™ƒ”‡–‹‰‘—‹…ƒ–‹‘•‹šǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤʹͲ ‹‰—”‡ͳ͵ǣŠ‡‡™ ”—‹‰‹ƒ‹‡™‘ˆ‘†‡”ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤʹ͵ ‹‰—”‡ͳͶǣ‘•– ’‘”–ƒ–‡•‡ƒ”…Š‡–Š‘†•ˆ‘” ‘—”ƒŽ‹•–•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤʹͶ ‹‰—”‡ͳͷǣ‡™‘†‡Ž‘ˆǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤʹͷ ‹‰—”‡ͳ͸ǣŽ‹‡ƒ…–‹˜‹–‹‡•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤʹ͹ ‹‰—”‡ͳ͹ǣ•ƒ‰‡‘ˆ‘…‹ƒŽ‡†‹ƒŠƒ‡Ž•„›•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤʹͺ ‹‰—”‡ͳͺǣŠ‡‡™‹ŽŽ•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤʹͺ ‹‰—”‡ͳͻǣ‘…‹ƒŽ‡†‹ƒ‹ŽŽ•ƒ†‘™Ž‡†‰‡‘ˆ•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤ͵ͳ

Copyright © 2013. Diplomica Verlag. All rights reserved.

‹‰—”‡ʹͲǣ”‹˜ƒ–‡•‡‘ˆ‘…‹ƒŽ‡†‹ƒ„›•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤ͵ͳ ‹‰—”‡ʹͳǣƒ”–‹…‹’ƒ–•ǯ‘”‹‰š’‡”‹‡…‡‹–Š‡ †—•–”›ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͶʹ ‹‰—”‡ʹʹǣƒ”–‹…‹’ƒ–•ǯ”‰ƒ‹•ƒ–‹‘ƒŽ’Ž‘›‡–ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͶ͵ ‹‰—”‡ʹ͵ǣƒ”–‹…‹’ƒ–•ǯ—””‡–……—’ƒ–‹‘ƒŽ‘Ž‡ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͶͶ ‹‰—”‡ʹͶǣƒ•‘…‹ƒŽ‡†‹ƒȋ‹…Ž—†‹‰Ž‘‰•Ȍ‡Šƒ…‡†–Š‡”ƒ…–‹…‡ǫǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͶͷ ‹‰—”‡ʹͷǣ‡ƒ•‘•ˆ‘”ǯ•‘•‹–‹˜‡ ’ƒ…–‘ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͶ͸

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

IX

‹‰—”‡ʹ͸ǣ……—”ƒ…›ƒ†‡Ž‹ƒ„‹Ž‹–›‘ˆ‘…‹ƒŽ‡†‹ƒ‹‘’ƒ”‹•‘–‘”ƒ†‹–‹‘ƒŽ‡†‹ƒ ȋ‡™•’ƒ’‡”•ǡǡƒ†‹‘‡–…ǤȌǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͶ͹ ‹‰—”‡ʹ͹ǣ……—”ƒ…›ƒ†‡Ž‹ƒ„‹Ž‹–›‘ˆ‘…‹ƒŽ‡†‹ƒǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͶͺ ‹‰—”‡ʹͺǣ‘•–ˆˆ‡…–‹˜‡‡••‘ˆ‘…‹ƒŽ‡†‹ƒ…–‹˜‹–‹‡•ˆ‘”‡˜‡Ž‘’‹‰‡Žƒ–‹‘•Š‹’• ™‹–Šƒ”‹‘—•”‰ƒ‹•ƒ–‹‘ƒŽ—„Ž‹…•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͷͲ ‹‰—”‡ʹͻǣ ’‘”–ƒ…‡‘ˆ‘…‹ƒŽ‡†‹ƒŽƒ–ˆ‘”•‹”‹‘”‹–›”†‡”ˆ‘”–Š‡˜‡”ƒŽŽ ”‰ƒ‹•ƒ–‹‘ƒŽˆˆ‘”–•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͷͳ ‹‰—”‡͵Ͳǣ ”‡“—‡…›‘ˆ‘…‹ƒŽ‡†‹ƒŽƒ–ˆ‘”••ƒ‰‡‹•ǯƒ›Ǧ–‘Ǧƒ›‘”‹‰ …–‹˜‹–‹‡•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͷʹ ‹‰—”‡͵ͳǣ ”‡“—‡…›‘ˆ‘…‹ƒŽ‡†‹ƒŽƒ–ˆ‘”••ƒ‰‡‹•ǯ ”‡‡‹‡ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͷ͵ ‹‰—”‡͵ʹǣ—”’‘•‡‘ˆ‘…‹ƒŽ‡†‹ƒŽƒ–ˆ‘”••ƒ‰‡ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͷͷ ‹‰—”‡͵͵ǣ –‡”˜‹‡™ƒ”–‹…‹’ƒ–•……‘”†‹‰–‘—””‡–……—’ƒ–‹‘ƒŽ‘Ž‡ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͷͷ ‹‰—”‡͵Ͷǣƒ‹ƒ–‡‰‘”‹‡•ˆ‘”ͳǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͷͷ ‹‰—”‡͵ͷǣ‡›—‘–‡•ƒ„‘—–ǯ•ˆˆ‡…–‘–Š‡ƒ”‡–‹‰‹šǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͷͻ ‹‰—”‡͵͸ǣƒ‹ƒ–‡‰‘”‹‡•ˆ‘”ʹǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤͷͻ ‹‰—”‡͵͹ǣ•ƒ‰‡ƒ–‘”ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤ͸Ͳ ‹‰—”‡͵ͺǣ”‡†‹…–‹‘•ˆ‘”–Š‡ —–—”‡‘ˆƒ†‹–•ŠƒŽŽ‡‰‡•ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤ͸ʹ ‹‰—”‡͵ͻǣ ••—‡•ƒ†ŠƒŽŽ‡‰‡•ˆ‘”‡ƒ•—”‹‰ƒ†‘‹–‘”‹‰ǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤǤ͸͵

Copyright © 2013. Diplomica Verlag. All rights reserved.



X

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

Acknowledgements –‹•ƒ‰”‡ƒ–’Ž‡ƒ•—”‡–‘–Šƒ‡˜‡”›‘‡™Š‘™ƒ•‹˜‘Ž˜‡†‹–Š‹•”‡•‡ƒ”…ŠǤ ‹”•–Ž›ǡ  ™‘—Ž† Ž‹‡ –‘ •Š‘™ › ‰”ƒ–‹–—†‡ –‘ › •—’‡”˜‹•‘”ǡ †”‡™ ‘”–‘ǡ ™Š‘ •—’’‘”–‡†‡–Š”‘—‰Š‘—––Š‡™Š‘Ž‡’”‘…‡••„›‘–‘Ž›ƒ†˜‹•‹‰‡ƒ„‘—–™Šƒ–‹•”‹‰Š– ƒ†Š‘™–Š‹‰••Š‘—Ž†„‡†‘‡ǡ„—–ƒŽ•‘„›‰‹˜‹‰‡•‘‡–Š‘—‰Š–ˆ—Ž‹†‡ƒ•Ǥ ™‘—Ž†ƒŽ•‘Ž‹‡–‘–ŠƒƒŽŽ•—”˜‡›ƒ†‹–‡”˜‹‡™’ƒ”–‹…‹’ƒ–•ˆ‘”–Š‡‹”‹–‡”‡•–‹› •–—†›ƒ•™‡ŽŽƒ•‡˜‡”›‘‡™Š‘Š‡Ž’‡†‡’”‘‘–‡ƒ††‹•–”‹„—–‡–Š‡“—‡•–‹‘ƒ‹”‡Ǥ ‹ƒŽŽ›ǡ–Š‹•”‡•‡ƒ”…Š™‘—Ž†‘–Šƒ˜‡„‡‡’‘••‹„Ž‡™‹–Š‘—––Š‡…‘•–ƒ–‡…‘—”ƒ‰‡‡– ‘ˆ›ˆƒ‹Ž›ƒ†ˆ”‹‡†•Ǥ––Š‹•’‘‹–ǡ ™‘—Ž†Ž‹‡–‘‡š’”‡••›—–‘•–‰”ƒ–‹–—†‡–‘› ‘Ȃ‡‘†‘”ƒ–ƒ”‡˜ƒȂ™Š‘•Š‘™‡†‡Š‘™–‘DzŽ‡ƒ‹dzǤ 

Copyright © 2013. Diplomica Verlag. All rights reserved.

Ž‹›ƒƒ–ƒ”‡˜ƒ

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

XI

Abbreviations Š‡ˆ‘ŽŽ‘™‹‰…‘‘Ž›ƒ……‡’–‡†ƒ„„”‡˜‹ƒ–‹‘•Šƒ˜‡„‡‡—•‡†–Š”‘—‰Š‘—––Š‡”‡’‘”– –‘‡•—”‡‡ƒ•‡‘ˆ”‡ƒ†‹‰ƒ††‹‰‡•–‹‘‘ˆ–Š‡†‹•…—••‡†ƒ–‡”‹ƒŽǣ  ȂChartered Institute of Public Relations1 ȂPublic Relations Ȃ Public Relations Officer ȂPublic Relations Society of America2 ȂSocial Media 

ȂUser-Generated Content

Copyright © 2013. Diplomica Verlag. All rights reserved.



ͳ ‹•–Š‡’”‘ˆ‡••‹‘ƒŽ„‘†›ˆ‘”’”ƒ…–‹–‹‘‡”•‹–Š‡Ǥ

ʹ‹•–Š‡™‘”Ž†ǯ•Žƒ”‰‡•–‘”‰ƒ‹•ƒ–‹‘ˆ‘”’”‘ˆ‡••‹‘ƒŽ•Ǥ

XII

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

1. Introduction The Public Relations industry has faced dramatic changes in the past few years in terms of new technology and media channels as well as new opportunities for communicating with clients and businesses. Š‡ ƒ‹ reason for this is the emergence of social media networking™Š‹…Š‡ƒ„Ž‡†…—•–‘‡”•–‘‡ƒ•‹Ž›ƒ†“—‹…Ž› ‡‰ƒ‰‡ ‹ ƒ –™‘Ǧ™ƒ› …‘—‹…ƒ–‹‘ ’”‘…‡•• ™‹–Š …‘’ƒ‹‡•Ǥ ‘” „—•‹‡••‡• ‘ –Š‡ ‘–Š‡” Šƒ† –Š‹• ”‡’”‡•‡–• ƒ huge challenge of how to effectively handle the new forms of engagement •‘ –Šƒ– –Š‡› ‘™ ”‡ƒŽ‹œ‡ –Š‡ ‹…”‡ƒ•‹‰ ‹’‘”–ƒ…‡ ‘ˆ ’—„Ž‹… ”‡Žƒ–‹‘•ƒ•ƒ‘”‰ƒ‹•ƒ–‹‘ƒŽˆ—…–‹‘Ǥ‘™‡˜‡”ǡsocial media is still a big challenge for the PR industry itselfǤ Šƒ– ‹• ™Š› this study aimed to research this new development and find comprehensive insights into what exactly happened and how should PR practitioners better approach new media opportunities. The age of ‘we talk, you listen’ style of company communication is goneǢ –Š‡ †‹ƒŽ‘‰—‡ ™‹–Š •–ƒ‡Š‘Ž†‡”• ‹• –Š‡ ‘Ž› ™ƒ› ˆ‘”™ƒ”†ǡ „‡…ƒ—•‡ –Š‡ ‡‡”‰‡…‡ ‘ˆ •‘…‹ƒŽ ‡†‹ƒŠƒ•…Šƒ‰‡†–Š‡™ƒ›…‘•—‡”•ˆ‘”‘’‹‹‘•ƒ†ƒ‡†‡…‹•‹‘•ȋ Ž‹–ǡʹͲͲͻȌǤ Š‡”‡ˆ‘”‡ǡƒ›•’‡…‹ƒŽ‹•–•ǡ‹…Ž—†‹‰”‘™ǡ‘Ž‹•ǡ…‘––ƒ†‘–Š‡”•„‡Ž‹‡˜‡–Šƒ–we are now at the peak of a magnificent era for the PR practice. –ƒŽ•‘‡ƒ•–Šƒ––Š‡”‡ ƒ”‡ ‡™ –‘‘Ž• ƒ† ‡™ –‡…Š‹“—‡• ‡‡†‡† –‘ ‡‡– …Ž‹‡–ǯ• ‡‡†• ƒ† ”‡“—‹”‡‡–•Ǥ —––‡”‹… ȋʹͲͳͳȌ ƒŽ•‘ ‡–‹‘• –Šƒ– –Š‡ ”‹•‡ ‘ˆ †‹‰‹–ƒŽ ‡†‹ƒ Šƒ• –”ƒ•ˆ‘”‡† ‘—” …Šƒ‡Ž•‘ˆ…‘—‹…ƒ–‹‘ƒ†–Š‡Œ‘—”ƒŽ‹•’”ƒ…–‹…‡ȋ…Ž‘•‡Ž›Ž‹‡†–‘Ȍǡ™Š‹…Š‹ –—”Šƒ•Šƒ†ƒ†™‹ŽŽ…‘–‹—‡Šƒ˜‹‰ƒ‡‘”‘—•‹’ƒ…–‘’—„Ž‹…”‡Žƒ–‹‘•Ǥ As social media changes constantly, there is a continuous need to frequently investigate how social media is altering the PR practice which is the main justification and objective for this research.ˆ‹”•–•–‡’‹–Š‹••–—†›™ƒ•‡šƒ‹‹‰ƒ

Copyright © 2013. Diplomica Verlag. All rights reserved.

˜ƒ•–ƒ‘—–‘ˆ”‡…‡–Ž‹–‡”ƒ–—”‡•‘—”…‡•ǤŠ‹•…”‹–‹…ƒŽ”‡˜‹‡™’Žƒ›‡†–Š‡”‘Ž‡‘ˆƒ„ƒ•‹•–‘ †‡˜‡Ž‘’ –Š‡ ˆ‘ŽŽ‘™‹‰ ’”‹ƒ”› ”‡•‡ƒ”…Š ƒ† †‡–‡”‹‡ ‹–• ˆ‘…—• ƒ……‘”†‹‰ –‘ –Š‡ ‹†‡–‹ˆ‹‡† ‰ƒ’• ‹ –Š‡ Ž‹–‡”ƒ–—”‡Ǥ Š‡ ”‡’‘”– ’”‡•‡–• ƒ —„‡” ‘ˆ ‡š‹•–‹‰ ‡˜‹†‡…‡ ‹ŽŽ—•–”ƒ–‹‰ Š‘™ ‰”‡ƒ–Ž› •‘…‹ƒŽ ‡†‹ƒ Šƒ• …Šƒ‰‡† ƒ† …‘–‹—‡• –‘ …Šƒ‰‡ –Š‡  ‹†—•–”›Ǥ Another purpose of the study was to examine the reasons for this phenomenon. To do so the research also aimed to investigate how practitioners themselves use

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

1

social media and how it has been integrated into the Marketing Mix. • ”‘™ •—ƒ”‹œ‡•ǣDz‘™™‡ ƒ”‡•‡‡‹‰ƒŽ–‘‰‡–Š‡”‡™ ™ƒ›•‘ˆ †‘‹‰–Š‹‰• ƒ†‡™ –Š‹‰• –Šƒ– ™‡ …ƒ †‘dz ȋʹͲͲͻǣ ͻʹȌǡ –Š‡”‡ˆ‘”‡ the research sought to identify these ‘new ways’ and ‘new things’ of how PROs work, but also to find out if social media has affected the private life of practitioners‹–‡”•‘ˆ‡Ǥ‰Ǥ‹ˆ–Š‡›‘™•’‡†‘”‡–‹‡ ‘Ž‹‡Ǯ™‘”‹‰ǯ‹–Š‡‹”ˆ”‡‡–‹‡Ǥ —”–Š‡”‘”‡ǡ‹–™ƒ•†‹•…‘˜‡”‡†‹–Š‡Ž‹–‡”ƒ–—”‡–Šƒ– measuring and monitoring SM and PR activities has been problematic for practitionersǡ™Š‹…Š‹•™Š›–Š‹•‹••—‡™ƒ•ƒ‘–Š‡””‡•‡ƒ”…Š‘„Œ‡…–‹˜‡Ǥ ‹…‡ –Š‹• ‹• an industry level study ȋƒ›‘ ƒ† ‘ŽŽ‘™ƒ›ǡ ʹͲͲʹȌ –Š‡ ˆ‘…—• ‘ˆ –Š‡ ’”‹ƒ”›”‡•‡ƒ”…Š™ƒ•‘’”‘ˆ‡••‹‘ƒŽ•’”ƒ…–‹…‹‰‹ƒ›ƒ”‡ƒ‹‘”†‡”‘––‘Ž‹‹––Š‡ ”‡•‡ƒ”…Š •…‘’‡ ƒ† detect relevant findings about the whole industry hoping to provide new insights into the matter that would be of use for further research, but also for practitioners themselves to improve their knowledge and skills in SM. ‘™‡˜‡”ǡ a major difficulty was achieving a high enough response rate in the survey„‡…ƒ—•‡—ˆ‘”–—ƒ–‡Ž›–Š‡•‘‡‡†‡†•—’’‘”–„›–Š‡ ƒ†™ƒ•‘–ƒ„Ž‡ –‘„‡’”‘˜‹†‡†Ǥ ‘ ‰ƒ‹ ƒ ‘˜‡”˜‹‡™ ‘ˆ –Š‡ ”‡•‡ƒ”…Š ‹‰—”‡ ͳ ’”‡•‡–• –Š‡ …Šƒ’–‡” †‹•’‘•‹–‹‘ ‘ˆ –Š‡ „‘‘ ƒ† ™Šƒ– ‡ƒ…Š ‘‡ ‹…Ž—†‡•ǡ ˆ‘”‹‰ ƒ Ž‘‰‹…ƒŽ •–”—…–—”‡ ˆ‘” ƒ ‡ƒ•› ”‡ƒ† ƒ† †‹‰‡•–‹‘‘ˆ–Š‡ƒ…ƒ†‡‹…ˆ‹†‹‰•Ǥ

Copyright © 2013. Diplomica Verlag. All rights reserved.





2

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

˜‡”˜‹‡™ ‹‰—”‡ͳǣ‘‘˜      

Ch hapter 1: Introductio on ‹‹‰ŠŽ‹‰Š–•–Š Š‡’”‘Œ‡…––‘ ‘’‹…ǡ”‡ƒ•‘•ˆ‘”ƒ† ’— —”’‘•‡•‘ˆ––Š‡”‡•‡ƒ”……Šƒ•™‡ŽŽƒƒ•–Š‡ †‹•’‘•‹–‹‘‘ ‘ˆ–Š‡„‘‘ǤǤ

Chapte er 2: Litera ature Revie ew ‘’”‡‡Š‡•‹˜‡Ž›‡šƒ‹‡• ƒ†–Š‡‹†—•–”›ǡ •‘…‹ƒŽ ‡†‹ƒǡ–Š‡ ƒ”‡–‹‰ ‹šƒ†‹˜˜‡•–‹‰ƒ–‡• •‘…‹ƒŽ ‡†‹ƒ̵•‹’ ’ƒ…–‘‹†‡‡’†‡‡–ƒ‹Ž‹ ‘”†‡”–‘ ‘…”‹–‹…ƒŽŽ›”‡˜‹‡™–Š‡‡Ž‹–‡”ƒ–—”‡ƒ† ‹†‡–‹ˆ› ›‰ƒ’•Ǥ

         

Ch hapter 3: Research R M Methodolo gy ‘ ‘”—Žƒ–‡•––Š‡”‡•‡ƒ”…Š Š‘„Œ‡…–‹˜‡‡•ǡ’ƒ”ƒ†‹‰ •ƒ† •–””ƒ–‡‰›‹†‡‡–ƒ‹Žƒ•™‡ŽŽŽƒ•–Š‡…Š‘•‡’”‹ƒƒ”› ”‡•‡ƒ”…Š‡––Š‘†•ȋ•—”˜ ˜‡›ƒ†‹––‡”˜‹‡™•Ȍƒ†–Š‡ Š‘‹…‡•Ǥ Œ—••–‹ˆ‹…ƒ–‹‘ˆˆ‘”–Š‡•‡…Š

Chapte er 4: Resea arch Findin ngs and Discussion ”‡•‡––•–Š‡”‡Ž‡˜ ˜ƒ–†ƒ–ƒ…‘ ‘ŽŽ‡…–‡†ˆ”‘„‘–Š–Š‡‡ •—”˜‡›ƒƒ†–Š‡…‘ †—…–‡†‹––‡”˜‹‡™•ǡˆ‘ ‘ŽŽ‘™‡†„› › ƒ†‹•…—•••‹‘–Šƒ–……”‹–‹…ƒŽŽ›…‘ ‘’ƒ”‡•ƒ †…‘–”ƒ•–• –Š‡•‡…‘ ‘†ƒ”›ƒ† †’”‹ƒ”›””‡•‡ƒ”…Šˆ‹ †‹‰•Ǥ

Ch hapter 5: Conclusion C ns and reco ommendattions ””‡•‡–•–Š‡…‘…Ž—•‹‘ •†”ƒ™ˆ””‘–Š‡”‡••‡ƒ”…Š ˆ‹ †‹‰•ƒ•™ ™‡ŽŽƒ•–Š‡Ž‹‹–ƒ–‹‘•‘ˆ–Š‡’”‘Œ‡…– ƒ †ƒ……‘”†‹ ‰Ž›Š‹‰ŠŽ‹‰‰Š–•”‡…‘ ‡†ƒ–‹‘••ˆ‘” ˆ—––—”‡”‡•‡ƒ””…ŠǤ

Copyright © 2013. Diplomica Verlag. All rights reserved.

    

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

3

2. Literature Review 2.1. Public Relations 2.1.1. What is PR? As a discipline, PR dates back to the beginning of the 20th century and is strongly linked to the growth of the mediaȋ’”‹–ǡǡ”ƒ†‹‘ǡ‘Ž‹‡Ȍ™Š‡‹–„‡‰‹•–‘‹ˆŽ—‡…‡ ƒ…–‹‘•ǡ„‡Šƒ˜‹‘—”ƒ†’‘Ž‹…›ȋ—––‡”‹…ǡʹͲͳͳȌǤ  ͳͻͺʹ –Š‡ —„Ž‹… ‡Žƒ–‹‘• ‘…‹‡–› ‘ˆ ‡”‹…ƒ ȋǡ ʹͲͳʹȌ ƒ†‘’–‡† –Š‡ ˆ‘ŽŽ‘™‹‰ †‡ˆ‹‹–‹‘ǣ Public Relations helps an organization and its publics adapt mutually to each other.

”—‹‰ ƒ† —– ȋͳͻͺͶǣ ͺȌ •‹‹Žƒ”Ž› †‡•…”‹„‡  ƒ• “the management of communications between an organisation and its publics.” Š‡ Šƒ”–‡”‡† •–‹–—–‡ ‘ˆ—„Ž‹…‡Žƒ–‹‘•ȋ ǡʹͲͳʹȌ‘ˆˆ‡”•ƒ‘–Š‡”†‡ˆ‹‹–‹‘ǣ Public relations is about reputation - the result of what you do, what you say and what others say about you... It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics. ǯ•†‡ˆ‹‹–‹‘Šƒ•ƒ•–”‘‰‹’Ž‹…ƒ–‹‘‘–Š‡‹’‘”–ƒ…‡‘ˆƒ†‹ƒŽ‘‰—‡ǡ™Š‡”‡ƒ•–Š‡   ’—–• ‡’Šƒ•‹• ‘ ”‡’—–ƒ–‹‘ „› „—‹Ž†‹‰ ƒ† ˆ‘•–‡”‹‰ ‰‘‘† ”‡Žƒ–‹‘•Š‹’• ™‹–Š ˜ƒ”‹‘—• ’—„Ž‹…•Ǥ ‡•Ž‘™‡ ȋʹͲͲ͵Ȍ ƒŽ•‘ Š‹‰ŠŽ‹‰Š–• –Šƒ–  ‹• ƒ„‘—– ‡•–ƒ„Ž‹•Š‹‰ ƒ† ƒ‹–ƒ‹‹‰ ƒ •‘—† –™‘Ǧ™ƒ› …‘—‹…ƒ–‹‘ „‡–™‡‡ ƒ ‘”‰ƒ‹•ƒ–‹‘ ƒ† ‡˜‡”›‘‡ ™‹–Š™Š‘‹–Šƒ•ƒ›ˆ‘”‘ˆ…‘–ƒ…–Ǥ Š‡”‡ƒ”‡ƒ›‘”‡†‡ˆ‹‹–‹‘•‘ˆǤŠ‡”‡ƒ•‘ˆ‘”–Š‹•‹•–Šƒ––Š‡‹†—•–”›‹–•‡Žˆ‹• ƒŽ™ƒ›• …Šƒ‰‹‰ ƒ† ƒ†ƒ’–‹‰ –‘ –Š‡ ™‘”Ž† ƒ† ‰”‘™‹‰ ’‘™‡” ‘ˆ –Š‡ ‡†‹ƒǡ ‘Ž† ƒ† Copyright © 2013. Diplomica Verlag. All rights reserved.

‡™ȋ ‘”†‘ǡʹͲͳͳȌǤ‘™‡˜‡”ǡ‘•–‘ˆ–Š‡†‡ˆ‹‡‹–ƒ•a discipline that is concerned with the exchange of information ȋŠ‹ŽŽ‹’• ƒ† ‘—‰ǡ ʹͲͲͻȌ ƒ† ƒ• a strategic management function that seeks to build relationships with the various publics of an organisation by maintaining a meaningful two-way communication with themǤ ––Š‡”‡ˆ‘”‡•Š‘—Ž†„‡ƒ‡••‡–‹ƒŽ’ƒ”–‘ˆ–Š‡‘”‰ƒ‹•ƒ–‹‘ƒŽ•–”—…–—”‡–Šƒ–…ƒ„‡–”—Ž› ‡ˆˆ‡…–‹˜‡ ™Š‡ ‹–‡‰”ƒ–‡† ‹–‘ –Š‡ „”‘ƒ†‡” „—•‹‡•• †‹•…‹’Ž‹‡• •—…Š ƒ• …‘”’‘”ƒ–‡ ’Žƒ‹‰ǡˆ‹ƒ…‡ǡ‡–…Ǥȋ‹–Šƒ†‘‘ǡʹͲͳͳȌǤ 4

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

2.1.1.1.

A New Definition is Needed

The emergence of new technologies and media in the last few decades have evoked a new era for the PR practice, which is why in November 2011 the PRSA launched the so called “Public Relations Defined” collaborative initiative, aiming to ‘modernise’ the existing definition ȋ†‡ˆ‹‹–‹‘ǡ ʹͲͳͳȌǤ ”‘ ƒŽŽ …ƒ†‹†ƒ–‡• –Šƒ– –Š‡‡˜ƒŽ—ƒ–‡†ǡƒ‡™†‡ˆ‹‹–‹‘™ƒ•ƒ†‘’–‡†‹ƒ”…ŠʹͲͳʹǣ Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. ȋʹͲͳʹƒȌ 2.1.1.2.

Main Functions and Activities of PROs

……‘”†‹‰ –‘ —––‡”‹… ȋʹͲͳͳȌ PR’s primary function during the most of the 20th century was the attempt to get coverage in the mediaˆ‘”™Š‹…Š–Š‡ƒ‹ƒ„‹Ž‹–›™ƒ• ™”‹–‹‰‡™•”‡Ž‡ƒ•‡•–Šƒ–™‘—Ž†•‡”˜‡–Š‡‹”’—”’‘•‡–‘„‡—•‡†‹–Š‡‡†‹ƒǤ‘™‡˜‡”ǡ —…ŠŠƒ•…Šƒ‰‡†•‹…‡–Š‡Ǥ‡…‡ǡ ƒ™‡•ȋʹͲͳʹȌŠ‹‰ŠŽ‹‰Š–•–Š‡ƒ‹”‡•’‘•‹„‹Ž‹–‹‡• ‘ˆ•–‘†ƒ›ƒ•ˆ‘ŽŽ‘™•ǣ 

Copyright © 2013. Diplomica Verlag. All rights reserved.



Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

5

Copyright © 2013. Diplomica Verlag. All rights reserved.

ƒ„Ž‡ͳǣƒ‹…–‹˜‹–‹‡•

 For the implementation of these practices new technology has offered new ways of communication such as Web 2.0 and social media ȋ ƒ™‡•ǡ ʹͲͳʹȌǤ ŽŽ –Š‡•‡ ˆ—…–‹‘•ƒ†–Š‡ƒ’’”‘’”‹ƒ–‡–‘‘Ž•–‘ˆ—Žˆ‹Ž–Š‡”‡’”‡•‡––Š‡diverse nature of PRǤ 6

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

2.2.

The PR Industry

2.2.1.

Growing Importance

The PR industry is nowadays an important worldwide multi-billion dollar industry and is regarded as an integral part of both businesses and governments ȋ‘”’‘”ƒ–‡ ƒ–…Šǡ ʹͲͲ͵ȌǤ —•– ‹ –Š‡  ‹– ‹• ”‡•’‘•‹„Ž‡ ˆ‘” ͉͸Ǥͷ „‹ŽŽ‹‘ –—”‘˜‡”ǡ ‡’Ž‘›• Ͷ͹ǡͺͲͲ ’‡‘’Ž‡ǡ ‹ǦŠ‘—•‡ǡ ‘—–Ǧ‘ˆǦŠ‘—•‡ ‹ …‘•—Ž–ƒ…‹‡• ‘” ƒ• ˆ”‡‡Žƒ…‡”•ǡ ƒ† …‘–”‹„—–‡• …ƒǤ ͉͵ǤͶ „‹ŽŽ‹‘ –‘ –Š‡ …‘—–”›ǯ• ‡…‘‘‹… ’”‘•’‡”‹–› ƒ† ͉ͳǤͳ „‹ŽŽ‹‘ –‘ …‘”’‘”ƒ–‡’”‘ˆ‹–•ȋǡʹͲͲͷȌǤ The importance of the profession has been remarkably influenced by the demand of the 24 hour media for contentȋ—––‡”‹…ǡʹͲͳͳȌǤƒ”‹‘—••–—†‹‡•ƒ”‡‡š’‡…–‹‰–Š‡ ˆ—–—”‡‰”‘™–Š‘ˆ–Š‡‹†—•–”›ǡ‡•’‡…‹ƒŽŽ›‹‘Ž‹‡ƒ††‹‰‹–ƒŽǤ ‹‰—”‡ʹǣ”‡ƒ•‘ˆ ”‡ƒ–‡•– ”‘™–Š‹–Š‡‡š– ‹˜‡‡ƒ”•

Copyright © 2013. Diplomica Verlag. All rights reserved.

 



Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

7

‹‰—”‡͵ǣ—”‘’‡ƒ‘—‹…ƒ–‹‘‘‹–‘”ǯ•Š”‡‡‡ƒ” ”‘™–Šš’‡…–ƒ–‹‘•

 2.2.2.

Still Bad Reputation?

‘” ›‡ƒ”• –Š‡ ‹†—•–”›ǯ• ™‡ƒ‡•• Šƒ• „‡‡ ‹–• ‘™ ”‡’—–ƒ–‹‘Ǥ Many think of PR simply as ‘spin’ or ‘propaganda’. ……‘”†‹‰ –‘ ƒ˜‹•ȋʹͲͲ͹ǣ͵ȌǮ•’‹ǯ‹• ƒ•›‘› ‘ˆ Dz†‡…‡‹–ǡ –”‹…‡”› ‘”ǡ ƒ– „‡•–ǡ ‡šƒ‰‰‡”ƒ–‹‘ǡ ™‹•Šˆ—Ž –Š‹‹‰ ‘” ˆƒ…‹ˆ—Ž ‹–‡”’”‡–ƒ–‹‘Ǥdz ˆ–‡Œ‘—”ƒŽ‹•–•ƒ†‘–Š‡”‹ˆŽ—‡…‡”•ƒ”‡—Šƒ’’›™‹–Š–Š‡Dz‹ƒ—–Š‡–‹…ǡ†‹•‹‰‡—‘—•ǡ ƒ†Dz•’ƒŽ‹‡dz™ƒ›•‘ˆ’‹–…Š‹‰–Š‡dzȋ‘Ž‹•ƒ†”‡ƒ‡”‹†‰‡ǡʹͲͲͻǣ͸ȌǤ ‡…ƒ—•‡ ‘ˆ –Š‹• ƒ› ”‡‰ƒ”† –Š‡ ‹†—•–”› ƒ• —‡–Š‹…ƒŽ ȋ”‘™ǡ ʹͲͲͻȌǤ Š‹•ǡ ‹ –—”ǡ ”‡ˆŽ‡…–• –‘ –Š‡ ƒŒ‘” ‹•—†‡”•–ƒ†‹‰• ‘ˆ –Š‡ ’”‘ˆ‡••‹‘ ƒ† Žƒ… ‘ˆ ”‡•’‡…– ˆ‘” ‹–ǡ ™Š‹…Š –‘ •‘‡ ‡š–‡– †‡’‡† ‘ –Š‡ ˆƒ…– –Šƒ– –Š‡”‡ ‹• •–‹ŽŽ ‘ ‡“—ƒŽŽ› ”‡…‘‰‹•‡†  †‡ˆ‹‹–‹‘„›ƒŽŽ„‘†‹‡•Ǥ‡˜‡”–Š‡Ž‡••ǡƒ……‘”†‹‰–‘‡›‘–‡ȋʹͲͲ͹ǣͳȌ–Š‡‹†—•–”›‹• „‡…‘‹‰‘”‡’”‘ˆ‡••‹‘ƒŽƒ†‹•„‡‹‰…‘•‹†‡”‡†ƒ•Dz–Š‡‰—ƒ”†‹ƒ‘ˆ„‘–Š„”ƒ†ƒ† Copyright © 2013. Diplomica Verlag. All rights reserved.

…‘”’‘”ƒ–‡”‡’—–ƒ–‹‘Ǥdz

8

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

2.2.3.

The Internet Evolution

Šƒ•–‘–Š‡ –‡”‡–communication is now possible anytime, anywhereǡ‘‘”‡ Œ—•–ˆƒ…‡Ǧ–‘Ǧˆƒ…‡Ǥ –‹•instantaneousƒ†–Š‡‹’‘”–ƒ…‡‘ˆ–Š‡‰‡‘‰”ƒ’Š‹…ƒŽŽ‘…ƒ–‹‘‹• Š‹‰ŠŽ›”‡†—…‡†ȋƒ˜‹•ǡʹͲͲ͹ȌǤŠ‡ –‡”‡–Šƒ•‘™„‡…‘‡’”‹ƒ”›‹ˆ‘”ƒ–‹‘•‘—”…‡Ǥ ‹‰—”‡ͶǣŠ‘…‹‰ –‡”‡––ƒ–‹•–‹…•

 Historically, PR used to provide the link between the supplier of a product, service etc. and its customer; now, it is the InternetȋŠ‹ŽŽ‹’•ƒ†‘—‰ǡʹͲͲͻȌǤ”‡••”‡Ž‡ƒ•‡ †‹•–”‹„—–‹‘ „‡…ƒ‡ ‡ƒ•‹‡”ǡ ƒ† …Š‡ƒ’‡” Ȃ ˜‹ƒ ‡ƒ‹Ž• ȋƒšŽ‡›ǡ ʹͲͳʹȌǤ • Š‡ Ž—‡–”ƒ‹ ƒ‹ˆ‡•–‘ȋ‡˜‹‡ǡ‘…‡ǡ‡ƒ”Ž•ƒ†‡‹„‡”‰‡”ǡʹͲͳͳȌ‡š’”‡••‡•ǣ A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most

Copyright © 2013. Diplomica Verlag. All rights reserved.

companies. These markets are conversations.

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

9

2.3.

Social Media

2.3.1.

Defining Web 2.0

Šƒˆˆ‡› ȋʹͲͲͻǣ ʹʹȌ †‡ˆ‹‡• ‡„ ʹǤͲ ƒ• Dzƒ …‘ŽŽ‡…–‹‘ ‘ˆ ™‡„ •‡”˜‹…‡• –Šƒ– ˆƒ…‹Ž‹–ƒ–‡ ‹–‡”ƒ…–‹‘ ‘ˆ ™‡„ —•‡”• ™‹–Š •‹–‡• –‘ …”‡ƒ–‡ —•‡”Ǧ‰‡‡”ƒ–‡† …‘–‡– ƒ† ‡…‘—”ƒ‰‡ „‡Šƒ˜‹‘—”••—…Šƒ•…‘—‹–›‘”•‘…‹ƒŽ‡–™‘”’ƒ”–‹…‹’ƒ–‹‘ǡƒ•Š—’•ǡ…‘–‡–”ƒ–‹‰ǡ —•‡ ‘ˆ ™‹†‰‡–• ƒ† –ƒ‰‰‹‰Ǥdz One of the biggest advantages of Web 2.0 is that it allows UGC and mashupsǡ‹Ǥ‡Ǥ–Š‡ƒ„‹Ž‹–›–‘‹–‡‰”ƒ–‡…‘–‡–ˆ”‘†‹ˆˆ‡”‡–‡–™‘”•ǡ ‡Ǥ‰Ǥ ƒ…‡„‘‘ …ƒ ‹…Ž—†‡ ‘——„‡ ˜‹†‡‘• ȋŠ‹ŽŽ‹’• ƒ† ‘—‰ǡ ʹͲͲͻȌǤ ‘”‡‘˜‡”ǡ Web 2.0 facilitates a dialogueǡ™Š‹…ŠƒŽ•‘‰‡‡”ƒ–‡•ƒ—…Š“—‹…‡”ƒ†…Š‡ƒ’‡”…—•–‘‡” ˆ‡‡†„ƒ…ȋ‹–Šƒ†‘‘ǡʹͲͳͳȌǤ‘Ž‹•ƒ†”‡ƒ‡”‹†‰‡ȋʹͲͲͻǣʹȌƒ”‰—‡–Šƒ––Š‡‡„ ʹǤͲǡ ƒ –‡” …‘‹‡† „› ‹ ǯ‡‹ŽŽ›ǡ ™ƒ• ‘– ‘Ž› –Š‡ Dz”‡„‹”–Š ‘ˆ –Š‡ ‡„dzǡ „—– ƒŽ•‘ ƒ …ƒ–ƒŽ›•–ˆ‘”–Š‡ƒŒ‘”…Šƒ‰‡•Šƒ’’‡‹‰–‘–Š‡‹†—•–”›Ǥ 2.3.2.

Defining Social Media

ƒ’Žƒ ƒ† ƒ‡Ž‡‹ ȋʹͲͳͲǣ ͸ͳȌ †‡ˆ‹‡ •‘…‹ƒŽ ‡†‹ƒ ƒ• ƒ “group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content.”

Copyright © 2013. Diplomica Verlag. All rights reserved.

‹‰—”‡ͷǣ‘…‹ƒŽ‡†‹ƒ‹‡Ž‹‡

 …‘–– ȋʹͲͳͳȌ †‡•…”‹„‡•  ƒ• –Š‡ ™ƒ› everyone can participate „› •Šƒ”‹‰ ‹†‡ƒ•ǡ –Š‘—‰Š–•ƒ†…‘–‡š–ƒ†•‘…ƒ„—‹Ž†”‡Žƒ–‹‘•Š‹’•‘Ž‹‡ǡ™Š‹…Š‹•™Š›Š‡ …‘’ƒ”‡• 10

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

–Š‡ –‡” –‘ ƒ ‘cocktail party’Ǥ ‹‹Žƒ”Ž›ǡ ƒ……‘”†‹‰ –‘ ‹‹’‡†‹ƒ ȋʹͲͳʹȌ SM includes “web-based and mobile technologies used to turn communication into interactive dialogue” –Š”‘—‰Š ˜ƒ”‹‘—• ˆ‘”• •—…Š ƒ• ƒ‰ƒœ‹‡•ǡˆ‘”—•ǡ™‡„Ž‘‰•ǡ‹…”‘Ǧ „Ž‘‰‰‹‰ǡ™‹‹•ǡ’‘†…ƒ•–•ǡ’‹…–—”‡•ǡ˜‹†‡‘ǡ”ƒ–‹‰„‘‘ƒ”‹‰Ǥ

Copyright © 2013. Diplomica Verlag. All rights reserved.

‹‰—”‡͸ǣŠ‡‘˜‡”•ƒ–‹‘”‹•Ȃƒ”‹‡–›‘ˆŽ‹‡‘—‹…ƒ–‹‘Šƒ‡Ž•





Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

11

ƒ„Ž‡ʹǣƒ•‹… ‘”•‘ˆ‘…‹ƒŽ‡†‹ƒ

 2.3.3.

From Monologue to Dialogue

……‘”†‹‰–‘”‘™ȋʹͲͲͻȌ’‡‘’Ž‡ƒ”‡‡‰ƒ‰‹‰‹–Š‡•‘…‹ƒŽ™‡„™‹–Š‘–Š‡”•Ž‹‡–Š‡ „›‘–‘Ž›…‘•—‹‰…‘–‡–ǡ„—–ƒŽ•‘•Šƒ”‹‰‹†‡ƒ•ǡ‹–‡”‡•–•ƒ†”‡…‘‡†ƒ–‹‘•Ǥ Copyright © 2013. Diplomica Verlag. All rights reserved.

‹‡™‹•‡ǡ‘Ž‹•ȋʹͲͳͳȌƒŽ•‘‹’Ž‹‡•ǣ Social media is the democratization of information, transforming people from content readers into publishers. It is the shift from a broadcast mechanism, one-tomany, to a many-to-many model, rooted in conversations between authors, people, and peers.

12

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

Š‡ƒ†˜ƒ–ƒ‰‡ˆ‘”„”ƒ†•„›’ƒ”–‹…‹’ƒ–‹‰‹–Š‘•‡†‹ƒŽ‘‰—‡•‹•–Šƒ–engagement builds trust, relationships and loyalty, but on the other hand it also requires a “genuine, dedicated, proactive, and value-driven effort”ȋ‘Ž‹•ǡʹͲͲ͹ǣͷȌǤ˜‡‹ˆ‘”‰ƒ‹•ƒ–‹‘• ƒ”‡‘–’ƒ”–‹…‹’ƒ–‹‰‹–Š‡…‘˜‡”•ƒ–‹‘•ǡ–Š‡›ƒ”‡•–‹ŽŽŠƒ’’‡‹‰ǡ™‹–Š‘”™‹–Š‘—––Š‡ ȋ‘Ž‹•ǡʹͲͳͳȌǤ The time of the top-down communication is over; there is no longer just B2B or B2C communication, but B2C2B and C2Cȋ”‘™ǡʹͲͲͻȌǤ ‹‰—”‡͹ǣ‡†‹‰ƒ‡••ƒ‰‡–Š”‘—‰Š”ƒ†‹–‹‘ƒŽƒ†‡™‡†‹ƒ

Social media and Web 2.0 have altered the entire media landscape by putting the Copyright © 2013. Diplomica Verlag. All rights reserved.

power of influence in the hands of normal people™Š‘™ƒ––‘•Šƒ”‡–Š‡‹”ˆ‡‡Ž‹‰•ǡ ‘’‹‹‘•ƒ†‡š’‡”‹‡…‡•ȋ‘Ž‹•ƒ†”‡ƒ‡”‹†‰‡ʹͲͲͻƒȌƒ†„›–Š‹•new media plays the role of an extension of traditional word-of-mouth communication ȋ‘ŽŽ‡•‡ǡ ʹͲͳͳǢƒ‰‘Ž†ƒ† ƒ—Ž†•ǡʹͲͲͻȌǤ 



Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

13

‹‰—”‡ͺǣ‘”†Ǧ‘ˆǦ‘—–Š’’‘”–—‹–‹‡•™‹–Š‘…‹ƒŽ‡†‹ƒ

2.3.4.

Traditional Media vs. New Media

Newspaper usage is declining Ȃ ‘Ž› ͳͻΨ ‘ˆ ‡”‹…ƒ•ǡ ƒ‰‡† „‡–™‡‡ ͳͺ ƒ† ͵Ͷǡ mightŽ‘‘ƒ–ƒ†ƒ‹Ž›‡™•’ƒ’‡”ȋ—––‡”‹…ǡʹͲͳͳȌǤ‹••–‹ŽŽ‡‰ƒ‰‹‰ǡ„—–’‡‘’Ž‡Šƒ˜‡ƒ ™‹†‡”…Š‘‹…‡ƒ†Šƒ˜‡ˆ‘—†‡™ǡ†‹ˆˆ‡”‡–…Šƒ‡Ž•–‘™ƒ–…Šƒ––Š‡‹”‘™–‹‡ƒ† †‹•’‘•‹–‹‘ ȋ”‘™ǡ ʹͲͲͻȌǤ Š‡ •ƒ‡ ƒ—–Š‘” ƒ”‰—‡• –Šƒ– –Š‡ –‡”‡– ‹• ‘– ƒ ‡†‹— ƒ† ‹• ™ƒ› ‘”‡ …‘’Ž‡š –Šƒ –”ƒ†‹–‹‘ƒŽ ‡†‹ƒǡ …‘„‹‹‰ –™‘ ˜‡”› ‹’‘”–ƒ– Ǯˆ‡ƒ–—”‡•ǯȂƒŽŽ‘™‹‰–”ƒ†‹–‹‘ƒŽ…Šƒ‡Ž•–‘‹‰”ƒ–‡ƒ†”‡ƒ…Š‡™ƒ—†‹‡…‡•ƒ•™‡ŽŽƒ• ’”‘˜‹†‹‰ …‘’Ž‡–‡Ž› ‡™ ‡†‹ƒ ’Žƒ–ˆ‘”• ™Š‡”‡ …‘’ƒ‹‡• ƒ† …—•–‘‡”• …ƒ

Copyright © 2013. Diplomica Verlag. All rights reserved.

‹–‡”ƒ…–ǤInformation now seems to be coming to us rather than us finding itȋ‹„‹†ȌǤ   



14

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

‹‰—”‡ͻǣŠ‡Ž‹‡‡†‹ƒ

 2.3.5.

Social Media Revolution and the ‘Now’ Factor

Social networking has now become the number one content category in worldwide engagement and accounts for 19 percent of all time spent online – this activity has more than tripled in the last few yearsȋ‘…‘”‡ǡʹͲͳʹȌǤ

Copyright © 2013. Diplomica Verlag. All rights reserved.

‹‰—”‡ͳͲǣ‹‡’‡–Ž‹‡‘‡› –‡”‡–ƒ–‡‰‘”‹‡•

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

15

Twitter, for example, is now considered as a “news network”„‡…ƒ—•‡‹–Šƒ•„‡…‘‡ –Š‡ †‹•–”‹„—–‹‘ ’Žƒ–ˆ‘” ™Š‡”‡ ‡™• „”‡ƒ• ˆ‹”•– ȋƒŽŽ„Ž‘‰ǡ ʹͲͳͳȌǤ  –Š‡ •ƒ‡ ˜‹†‡‘

‡”† ‡‘Šƒ”†ǡ ƒ ˆƒ‘—• ˆ—–—”‹•– ƒ† ‡›‘–‡ •’‡ƒ‡”ǡ ‡š’”‡••‡• Š‹• ‘’‹‹‘ –Šƒ– ™‹––‡” ™‹ŽŽ „‡…‘‡ ‡˜‡ „‹‰‰‡” –Šƒ  „‡…ƒ—•‡ it only takes ca. 40 seconds for news to be tweeted right after it breaks. In the case of Osama bin Laden’s death it only took 26 seconds.

Copyright © 2013. Diplomica Verlag. All rights reserved.

ƒ„Ž‡͵ǣ –‡”‡•–‹‰‘…‹ƒŽ‡†‹ƒ ƒ…–•

ŽŽ–Š‹•†ƒ–ƒ ‹†‹…ƒ–‡•‘‡˜‡”›‹’‘”–ƒ–ƒ•’‡…–‘ˆȂ things happen in real time; news breaks in seconds, not hours or days.

16

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

2.3.6.

Changing Consumer Behaviour

75% of consumers do not believe traditional advertising, whereas 71% are more likely to buy a product if someone referred to it on social media ȋƒ‰ƒǡ ʹͲͳʹȌǤ Šƒ– ‹• Šƒ’’‡‹‰ ‘™ ‹• ƒ Dz–”ƒ•ˆ‡” ‘ˆ …‘–”‘Žǡ ˆ”‘ –Š‡ ˆ‡™ –‘ –Š‡ ƒ›ǡ ˆ”‘ –Š‡ …‘”’‘”ƒ–‹‘•–‘–Š‡ƒ••‡•dzȋ”‘™ǡʹͲͲͻǣͳͷ͹ȌǤ‡˜‡”–Š‡Ž‡••ǡSM still “feels like the Wild West” for many brands and they are not comfortable participating in an “environment where the consumer talks back”ȋ”‘™ǡʹͲͲͻǣͳ͸ǡͳͺȌǤ ‘Ž‹•ȋʹͲͳͳƒȌ…ƒŽŽ•–Š‹•…‘•—‡”‹ˆŽ—‡…‡Ǯ…‘ŽŽ‡…–‹˜‡‹–‡ŽŽ‹‰‡…‡ǯ„‡…ƒ—•‡ǣ Businesses are no longer the sole creator of a brand; it is co-created by consumers through shared experience and defined by the results of online searches and conversations. Today’s consumer is not passive, but active and has multiple roles ȋ‘Ž‹•ǡʹͲͳͳƒȌǤ

Copyright © 2013. Diplomica Verlag. All rights reserved.

‹‰—”‡ͳͳǣŠ‡‘Ž‡•‘ˆ‘†ƒ›ǯ•‘•—‡”

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

17

The biggest issue, however, is customer dissatisfaction being made public everywhere „‡…ƒ—•‡ †‹••ƒ–‹•ˆƒ…–‹‘ ™‹–Š ƒ ’”‘†—…–ǡ •‡”˜‹…‡ ‘” „”ƒ† ‹• —•—ƒŽŽ› ‡š’”‡••‡†—…Š‘”‡•–”‘‰Ž›–Šƒ‹–•…‘—–‡”’ƒ”–ȋ”‘™ǡʹͲͲͻȌǤ‡˜‡”–Š‡Ž‡••ǡ‡˜‡ ‡‰ƒ–‹˜‡ˆ‡‡†„ƒ……ƒ„‡Ǯ’‘•‹–‹˜‡ǯȂ…‘’ƒ‹‡•…ƒŽ‡ƒ”Š‘™–‘‹’”‘˜‡–Š‡‹”’”‘†—…–• ‘”•‡”˜‹…‡•˜‡”›“—‹…Ž›ǡ„—–‘Ž›‘ˆ–Š‡›Ž‹•–‡–‘™Šƒ––Š‡‹”…—•–‘‡”•ƒ”‡•ƒ›‹‰Ǥ 2.4.

Integrating PR and Social Media in the Marketing Mix

2.4.1.

The Traditional Marketing Mix Today

 –Š‡ ”ƒ†‹–‹‘ƒŽ ƒ”‡–‹‰ ‹š ȋ†˜‡”–‹•‹‰ǡ ǡ ƒŽ‡• ”‘‘–‹‘•ǡ ‡”•‘ƒŽ ‡ŽŽ‹‰ ƒ† ‹”‡…– ƒ”‡–‹‰Ȍ PR was considered until the 1980s as just a support for marketing through media coverage and seen as ‘free advertising’ to encourage sales ȋƒ˜‹•ǡ ʹͲͲ͹ǣ ͳ͵ȌǤ ‘™‡˜‡”ǡ –Š‡ …—””‡– •Š‹ˆ– ˆ”‘ ‘‡Ǧ™ƒ› –‘™ƒ”†• –™‘Ǧ™ƒ› …‘˜‡”•ƒ–‹‘•ƒ†–Š‡‹…”‡ƒ•‹‰…—•–‘‡”†‡ƒ†•ˆ‘”…‘•–ƒ–‹–‡”ƒ…–‹‘•Šƒ•‰‹˜‡  ƒ …‘•‹†‡”ƒ„Ž‡ ƒ†˜ƒ–ƒ‰‡ ‘˜‡” ƒ”‡–‹‰ǡ ƒ†˜‡”–‹•‹‰ ‡–…Ǥ ȋ—–…Š‹•‘ǡ ʹͲͳʹȌ „‡…ƒ—•‡‹–‘–‘Ž›ˆ‘…—•‡•‘‡•–ƒ„Ž‹•Š‹‰”‡Žƒ–‹‘•Š‹’•™‹–Š–Š‡‡†—•‡”•ǡ„—–™‹–ŠƒŽŽ ‘–Š‡” •–ƒ‡Š‘Ž†‡”• ƒ† –Š‡”‡ˆ‘”‡ ’Žƒ›• ƒ Š—‰‡ ”‘Ž‡ ‹ ”‡’—–ƒ–‹‘ ƒƒ‰‡‡– ȋ—––‡”‹…ǡʹͲͳͳȌǤ 2.4.2.

New Tools for the Traditional Marketing Mix

Marketers can no longer ‘buy influence’ȋ”‘™ǡʹͲͲͻǣͺͷȌǤ‹–Šƒ†‘‘ȋʹͲͳͳǣͶǢ ͻȌ ƒ”‰—‡ –Šƒ– •‘…‹ƒŽ ‡†‹ƒ ‹• ƒ Ǯ‰ƒ‡ …Šƒ‰‡”ǯ „‡…ƒ—•‡ –Š‡ …—•–‘‡” Šƒ• „‡…‘‡ ƒ Ǯ’ƒ”–‡”ǯ ™Š‘ †”‹˜‡• –Š‡ „—•‹‡•• ˆ‘”™ƒ”†ǡ ‹Ǥ‡Ǥ Šƒ• Š‹‰Š‡” Ž‡˜‡Ž• ‘ˆ ‹˜‘Ž˜‡‡–Ǥ Š‡› ƒŽ•‘ ƒ”‰—‡ –Šƒ– ‹ ‘”†‡” –‘ ƒ…–—ƒŽŽ› ƒŽŽ‘™ –Š‹• ’”‘…‡••ǡ marketers nowadays must integrate both the old ‘outbound marketing’ (advertising, direct mail, telemarketing etc.) and the new ‘inbound marketing’, which enables those conversations between the customer and the organisation to happen via social

Copyright © 2013. Diplomica Verlag. All rights reserved.

media. 2.4.3.

Integrated Marketing Communications

Integrated Marketing Communications (IMC) means “integrating all the promotional tools so that they work together in harmony…with one voice all the time”ȋƒ˜‹•ǡʹͲͲ͹ǣͳ͵ͷȌǤ‡”‡ǡ‡ˆˆ‡…–‹˜‡‡••‹•–Š‡ƒ‹ƒ†˜ƒ–ƒ‰‡„‡…ƒ—•‡a message from a single channel has far less credibility than a message from multiple sources

18

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

ȋ”‘™ǡʹͲͲͻȌǤ –Š‡‘”›ǡ•—…Š‹–‡‰”ƒ–‹‘•‘—†•…”‡†‹„Ž‡ǢŠ‘™‡˜‡”ǡ‹’”ƒ…–‹…‡‹–‘ˆ–‡ Šƒ’’‡•–Šƒ–‘‡‘ˆ–Š‡‡Ž‡‡–•ǡ—•—ƒŽŽ›ƒ”‡–‹‰‘”ƒ†˜‡”–‹•‹‰ǡƒ…Š‹‡˜‡•–Š‡Š‹‰Š‡•– „—†‰‡–•Šƒ”‡ǡƒ†–Š‡”‡•–•‹’Ž›•—’’‘”––Š‹•‘‡ƒ•‹†‡ȋ ƒ™‡•ǡʹͲͳʹȌǤ‡˜‡”–Š‡Ž‡••ǡ new technology and media are now being used across the boundaries of the communications mixǡ ƒ‡Ž›ˆ‘”ƒŽŽ’”‘‘–‹‘–‘‘Ž•ǡ„‡…ƒ—•‡‡ƒ„Ž‡•…‘’ƒ‹‡•–‘ „‡––‡””‡ƒ…Š–Š‡‹”–ƒ”‰‡–ƒ—†‹‡…‡•™‡ŽŽ„‡›‘†–Š‡–”ƒ†‹–‹‘ƒŽ‡†‹ƒ‘—–Ž‡–•ȋ‡…Šƒ† ‡‘ƒ•ǡʹͲͲͻȌǤ‡ƒ•‘ˆ‘”–Š‹•‹•–Šƒ–•‘…‹ƒŽ‡†‹ƒ”‡’Žƒ…‡•ƒ••…‘—‹…ƒ–‹‘™‹–Š ‡–™‘”‡† ”‡Žƒ–‹‘•Š‹’• ȋ ‘”†‘ǡ ʹͲͳͳȌǤ Š‹• ‡…‡••ƒ”› …‘•‹•–‡…› ‘ˆ •‘…‹ƒŽ ‡–™‘”‹‰ ™‹–Š –Š‡ —•‡ ‘ˆ –Š‡ –”ƒ†‹–‹‘ƒŽ  ƒ• ƒ ‡™ ’ƒ”ƒ†‹‰ ”‡•—Ž–• ˆ”‘ –Š‡ ’Š‡‘‡‘ –Šƒ– SM is perceived by consumers as more trustworthy than corporate messages transmitted via the traditional mix ȋ‘ŽŽ‡•‡ǡ ʹͲͳͳȌǤ Š‡”‡ˆ‘”‡ǡƒ‰‘Ž†ƒ† ƒ—Ž†•ȋʹͲͲͻȌƒ”‰—‡–Šƒ–social media is a hybrid element of the

promotion

mix

that

combines

the

traditional

IMC

characteristics

(organisations talking to customers) on the one hand and an extended form of word-of-mouth (customers talking to customers) not controlled by marketers in terms of content and frequency. 

Copyright © 2013. Diplomica Verlag. All rights reserved.



Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

19

‹‰—”‡ͳʹǣŠ‡‡™ƒ”‡–‹‰‘—‹…ƒ–‹‘•‹š

Copyright © 2013. Diplomica Verlag. All rights reserved.



20

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

2.5.

Social Media’s Impact on PR

……‘”†‹‰–‘‹…Šƒ”††‡Žƒǡ‘ˆ–Š‡™‘”Ž†ǯ•Žƒ”‰‡•–‹†‡’‡†‡–…‘•—Ž–ƒ…› †‡Žƒǡ •‘…‹ƒŽ ‡†‹ƒ Šƒ• ƒŽ–‡”‡† Dz–Š‡ ƒ–—”‡ ‘ˆ Š‘™ ™‡ †‘ ™Šƒ– ™‡ †‘dz ȋ—”‹‘•‹–›ǡ ʹͲͳʹȌǤ – ‹• ƒ ‘shift from pitching to participating, from selling a story to telling a story’ȋ‘Ž‹•ƒ†”‡ƒ‡”‹†‰‡ǡʹͲͲͻƒȌǤ ƒ„Ž‡Ͷǣ ’ƒ…–‘ˆ‘…‹ƒŽ‡†‹ƒ……‘”†‹‰–‘”ƒ…–‹–‹‘‡”•

 2.5.1.

How about PR Theory?

ƒ›…Žƒ‹–Šƒ––Š‡‡‡”‰‡…‡‘ˆ•‘…‹ƒŽ‡†‹ƒŠƒ•…Šƒ‰‡†„‘–Š–Š‡‘”›ƒ†’”ƒ…–‹…‡Ǥ New technologies have allowed the practice to better develop a dialogue with its publics, evolving towards Grunig’s two-way symmetric communications model ȋŠ‡ƒ‡”ǡʹͲͳʹȌǤ  

Copyright © 2013. Diplomica Verlag. All rights reserved.

    

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

21

ƒ„Ž‡ͷǣ‘—‹…ƒ–‹‘•‘†‡Ž•

  

Copyright © 2013. Diplomica Verlag. All rights reserved.

    

22

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

‹‰—”‡ͳ͵ǣŠ‡‡™ ”—‹‰‹ƒ‹‡™‘ˆ‘†‡”

 2.5.2. .

Impact? How? Why?

‘Ž‹• ƒ† ”‡ƒ‡”‹†‰‡ ȋʹͲͲͻƒȌ ƒ”‰—‡ –Šƒ– what actually caused the reinvention of PR by social media was UGC. It changed the “dynamics of influence” and put the power in the hands of ordinary people ȋ‘Ž‹•ǡ ʹͲͳͳȌǤ Š‡”‡ˆ‘”‡ǡ • —•– ‘™ ‡‰ƒ‰‡ ‹ –Š‡ …‘˜‡”•ƒ–‹‘ –Š”‘—‰Š –Š‡ ˜ƒ”‹‘—• ‡™ …Šƒ‡Ž• ƒ† –‘‘Ž•Ǥ  –Š‹• •‡•‡ǡ ‘Ž‹•ƒ†”‡ƒ‡”‹†‰‡ȋʹͲͲͻƒȌˆ—”–Š‡”‘”‡ƒ”‰—‡–Šƒ–‹–Š‡™‘”Ž†‘ˆ‡„ʹǤͲǡcontent is no longer king, but conversation is. ƒ”•ŠƒŽŽ …—Šƒǡ ƒ ƒƒ†‹ƒ ’”‘ˆ‡••‘” ‹ ‰Ž‹•Š Ž‹–‡”ƒ–—”‡ ƒ† ƒ ’Š‹Ž‘•‘’Š‡”ǡ ‘…‡ ’”‘…Žƒ‹‡†ǣ ‘the medium is the message’. Nowadays, the medium has become the message ȋ”‘™ǡ ʹͲͲͻȌ „‡…ƒ—•‡  ’”‘˜‹†‡•  ™‹–Š ƒ††‹–‹‘ƒŽ …Šƒ‡Ž• –‘

Copyright © 2013. Diplomica Verlag. All rights reserved.

‹•–ƒ–ƒ‡‘—•Ž›…‘—‹…ƒ–‡™‹–Š–ƒ”‰‡–’—„Ž‹…•ȋ ”ƒŽ‹ǡʹͲͲͻȌǤ ”‘™ȋʹͲͲͻȌ…ƒŽŽ•–Š‡†‡•…”‹„‡†‡™†‡˜‡Ž‘’‡–ƒǮ…‘—‹…ƒ–‹‘•—’Š‡ƒ˜ƒŽǯ‘”‡ •‹‰‹ˆ‹…ƒ– –Šƒ –Š‡ ’”‹–‹‰ ’”‡••Ǥ ……‘”†‹‰ –‘ –Š‡ ƒ—–Š‘” companies themselves used to decide on a desired image and PR had to just present it. Now, however, they have lost that control and this image is directly built by the consumers. …‘––ȋʹͲͳͳȌ‡š’Žƒ‹•ǡPR used to be almost only about media relationsȂ‹ˆ›‘—Šƒ†ƒ ‰‘‘†•–‘”›ǡ›‘—Šƒ†–‘’‹–…Š‹––‘ƒ”‡’‘”–‡”Ǣ–Š‡‹ˆŠ‡Ȁ•Š‡Ž‹‡†‹–ǡŠ‡Ȁ•Š‡™‘—Ž†™”‹–‡

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

23

ƒ„‘—– ‹– ƒ† •‘ ’‡‘’Ž‡ ™‘—Ž† ˆ‹† ‘—– ™Šƒ– ‹• Šƒ’’‡‹‰ ™‹–Š ‘”‰ƒ‹•ƒ–‹‘•Ǥ ‘†ƒ›ǡ …‘’ƒ‹‡•…ƒ†‹”‡…–Ž›ƒ†‹”‡ƒŽ–‹‡…‘—‹…ƒ–‡™‹–Š„—›‡”•ƒ†‘–Š‡”‹ˆŽ—‡…‡”• ‘ —Ž–‹’Ž‡ •‘…‹ƒŽ ‡†‹ƒ ’Žƒ–ˆ‘”• ȋ‹„‹†ȌǤ Reaching target audiences has become easier not only locally, but also globally. —”–Š‡”‘”‡ǡ ƒ› Œ‘—”ƒŽ‹•–• †‘ ‘– Œ—•– ™ƒ‹––‘”‡…‡‹˜‡’”‡••”‡Ž‡ƒ•‡•ǡ„—–ˆ‹†–Š‡•‡‘–Š‡‹”‘™‘–Š‡‘…‹ƒŽ‡„Ǥ ‹‰—”‡ͳͶǣ‘•– ’‘”–ƒ–‡•‡ƒ”…Š‡–Š‘†•ˆ‘” ‘—”ƒŽ‹•–•

  –Š‡ ‘–Š‡” Šƒ†ǡ ‹ –‡”• ‘ˆ  UGC can often be considered to have an inbuilt credibility gapȋ‡…Šƒ†‡‘ƒ•ǡʹͲͲͻȌǤŠ‡”‡‹•ƒlack of control of what is being said onlineǡ ™Š‹…Š ‹• ƒ ƒŒ‘” …‘…‡” ˆ‘” • ƒ† ‘”‰ƒ‹•ƒ–‹‘• ȋ ‘”†‘ǡ ʹͲͳͳȌǤ  ’”‘ˆ‡••‹‘ƒŽ• …ƒ ‘Ž› ’ƒ”–‹ƒŽŽ› …‘–”‘Ž   „› †‡•‹‰‹‰ ƒ† Š‘•–‹‰ ™‡„•‹–‡•ǡ ™‹‹•ǡ „Ž‘‰•ǡ ƒ…‡„‘‘ƒ†™‹––‡”’”‡•‡…‡‡–…Ǥƒ†–”›‹‰–‘‡‰ƒ‰‡™‹–Š…‘•—‡”•–‘”‡ƒ…– ȋ —–Šƒ†ƒ”•ŠǡʹͲͳʹȌǤ–‹ŽŽǡ–Š‡†‡ƒ†ˆ‘”ʹͶŠ‘—”•–‘”‹‡•ƒ†…‘–‡–‹–Š‡‡†‹ƒ‹•

Copyright © 2013. Diplomica Verlag. All rights reserved.

ƒƒŒ‘”…ŠƒŽŽ‡‰‡ˆ‘”–Š‡‹†—•–”›ȋ—––‡”‹…ǡʹͲͳͳȌǤ  

24

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

2.5.3.

What is New PR?

‘Ž‹•ƒ†”‡ƒ‡”‹†‰‡ȋʹͲͲͻƒȌ‘ˆˆ‡”–Š‡ˆ‘ŽŽ‘™‹‰†‡ˆ‹‹–‹‘ˆ‘”‡™ǣ PR 2.0 is the realization that PR now has an unprecedented opportunity to not only work with traditional journalists, but also engage directly with a new set of accidental influencers. We can now talk with customers directly (through social networks, wikis, micromedia communities, online forums, groups, blogs, and so on)... New PR’s goal is to understand the communities of people we want to reach and how to engage them in conversations without marketing at them. ‹‰—”‡ͳͷǣ‡™‘†‡Ž‘ˆ

 

Copyright © 2013. Diplomica Verlag. All rights reserved.

   

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

25

ƒ„Ž‡͸ǣŠ‡Ž†˜•Ǥ–Š‡‡™—Ž‡•‘ˆ

 2.5.4.

Social Media Activities, Tools and Skills for PR professionals

Copyright © 2013. Diplomica Verlag. All rights reserved.

Social networking has become a PR pro’s personal operating system (Solis, 2011). Hence, PR must learn to listen and correspondingly respond forgetting about traditional pitching and moving forward to conversation-based interactions that form personalised relationships.‘†‘•‘ǡ‘Ž‹•ƒ†”‡ƒ‡”‹†‰‡ȋʹͲͲͻƒȌ’‘‹–‘—– –Šƒ–••Š‘—Ž†ƒ•–‡”‡™ƒ…–‹˜‹–‹‡••—…Šƒ•„Ž‘‰‰‡””‡Žƒ–‹‘•ǡ•‘…‹ƒŽ‡†‹ƒ”‡Ž‡ƒ•‡•ǡ …‘”’‘”ƒ–‡„Ž‘‰‰‹‰‡–…Ǥ 



26

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

‹‰—”‡ͳ͸ǣŽ‹‡ƒ…–‹˜‹–‹‡•

  ‹• ‘ Ž‘‰‡” Œ—•– ƒ„‘—– ƒ—†‹‡…‡•ǡ „—– ƒ„‘—– ’‡‘’Ž‡Ǣ ‘– Œ—•– ƒ„‘—– ‡™ –‘‘Ž•ǡ „—– ƒ„‘—– ”‡Žƒ–‹‘•Š‹’•  „‡…ƒ—•‡ “in the social economy, relationships are the new currency” ȋ‘Ž‹• ƒ† ”‡ƒ‡”‹†‰‡ǡ ʹͲͲͻƒȌǤ  ’”ƒ…–‹–‹‘‡”• Šƒ˜‡ –‘ Ǯ‰‘ǯ ™Š‡”‡ …—•–‘‡”•ƒ”‡ǡ —•‹‰ –Š‡ ƒ’’”‘’”‹ƒ–‡ …Šƒ‡Ž•–‘”‡ƒ…Š–Š‡Ǣ –Š‘•‡ …Šƒ‡Ž• ‘™•–‹ŽŽ ‹…Ž—†‡„‘–Š–”ƒ†‹–‹‘ƒŽƒ†‡™‡†‹ƒȋ‹„‹†ȌǤ 

Copyright © 2013. Diplomica Verlag. All rights reserved.



Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

27

‹‰—”‡ͳ͹ǣ•ƒ‰‡‘ˆ‘…‹ƒŽ‡†‹ƒŠƒ‡Ž•„›•

 ‘” …‘’ƒ‹‡•Ž‘•‹‰…‘–”‘Ž‘˜‡” –Š‡‡••ƒ‰‡ƒŽ•‘‡ƒ• –Šƒ– customer experience plays an ever greater role in brand reputation.Š‡”‡ˆ‘”‡ǡ…‘”’‘”ƒ–‡…‘—‹…ƒ–‹‘• Šƒ•‘™„‡…‘‡ƒ‡…‡••‹–›ǡ„‡…ƒ—•‡„‘–Š–Š‡‡†‹ƒƒ†˜ƒ”‹‘—•’—„Ž‹…•ƒ”‡ƒ•‹‰ƒŽ‘– ‘”‡“—‡•–‹‘•ƒ†ƒŽ‘–‘”‡‘ˆ–‡–Šƒ‡˜‡”„‡ˆ‘”‡ȋ‡•Ž‘™‡ǡʹͲͲ͵ȌǤ ‹‰—”‡ͳͺǣŠ‡‡™‹ŽŽ•

  

Copyright © 2013. Diplomica Verlag. All rights reserved.

    ‡…ƒ—•‡ ‘ˆ –Š‡ ˜ƒ•– ƒ‘—– ‘ˆ ‡™ …‘—‹…ƒ–‹‘ ’Žƒ–ˆ‘”•ǡ –Š‡”‡ ƒ”‡ ‘ Ž‘‰‡” Œ—•– –”ƒ†‹–‹‘ƒŽ

28

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

”‡Ž‡ƒ•‡•ǡ „—– ƒŽ•‘ …—•–‘‡”Ǧˆ‘…—•‡† ”‡Ž‡ƒ•‡•ǡ  ”‡Ž‡ƒ•‡•ǡ •‘…‹ƒŽ ‡†‹ƒ ”‡Ž‡ƒ•‡• ƒ† ˜‹†‡‘ ‡™• ”‡Ž‡ƒ•‡• ȋ‘Ž‹• ƒ† ”‡ƒ‡”‹†‰‡ǡ ʹͲͲͻƒȌǤ —”–Š‡”‘”‡ǡ ƒ• ƒ ’”‹ƒ”› ‹ˆ‘”ƒ–‹‘ •‘—”…‡ǡ ‘Ž‹‡ •‡ƒ”…Š ‹• •–‹ŽŽ ‡š–‡•‹˜‡Ž› Šƒ’’‡‹‰ ƒ† Šƒ• Ž‡† –‘ –Š‡ ‡‡”‰‡…‡‘ˆƒ‡™•‹ŽŽȂ•‡ƒ”…Š‡‰‹‡‘’–‹‹•ƒ–‹‘ȋȌǡ’”‡†‘‹ƒ–Ž›…‘–‡– †”‹˜‡ȋƒšŽ‡›ǡʹͲͳʹȌǤ ƒ„Ž‡͹ǣ‡†‹ƒ‡Žƒ–‹‘•˜•ǤŽ‘‰‰‡”‡Žƒ–‹‘•

 However, this variety of channels has made it difficult for PROs to determine which ones are most influential and effective. —”–Š‡”‘”‡ǡ –Š‡ —„‡” ‘ˆ ƒ…–‹˜‡ —•‡”• ‘ –Š‡ ˜ƒ”‹‘—• ‡–™‘”• ‹†‹…ƒ–‡• ƒ ‹ˆ‘”ƒ–‹‘ ‘˜‡”Ž‘ƒ† ™Š‹…Š ƒ‡• ‹– ‡˜‡ Šƒ”†‡” –‘ ‡‰ƒ‰‡ ƒ† ƒ‡ ƒ ‹’ƒ…– ȋƒšŽ‡›ǡ ʹͲͳʹȌǤ This complexity results into difficulties measuring and monitoring PR activities™Š‹…Šƒ‡•‹– ‡˜‡Šƒ”†‡”ˆ‘”

Copyright © 2013. Diplomica Verlag. All rights reserved.

–Š‡‹†—•–”›–‘’”‘˜‡‹–•‡ˆˆ‡…–‹˜‡‡••Ǥ

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

29

2.5.5.

And in Reality – How is Social Media being used by PR Professionals?

……‘”†‹‰ –‘ ‡› ‘–‡ ȋʹͲͲ͹Ȍ –Š‡”‡ ‹• ƒ lack of skilled and trained professionalsǤ ƒ›’”ƒ…–‹–‹‘‡”•ƒ†‹––Šƒ–•‘…‹ƒŽ‡†‹ƒŠƒ•Šƒ†ƒŠ—‰‡‹’ƒ…–‘ǡ„—–Œ—•–ƒˆ‡™ ˆ‡‡Ž…‘ˆ‹†‡–‡’Ž‘›‹‰•–”ƒ–‡‰‹‡•ˆ‘”ǤIn CIPR’s Benchmarking Survey, 23% of members admitted that their knowledge of SM was limitedȋ‘‡•ǡʹͲͳͲȌǤ ƒ„Ž‡ͺǣ‡”…‡–ƒ‰‡‘ˆ˜‡”ƒ‰‡‘”‹‰‹‡••’‡†™‹–ŠŽ‘‰•ƒ†

 ƒ„Ž‡ͻǣ ’‘”–ƒ…‡‘ˆ‘…‹ƒŽ‡†‹ƒˆ‘”–Š‡˜‡”ƒŽŽˆˆ‘”–•

In the European Communication Monitor, many practitioners admitted that social Copyright © 2013. Diplomica Verlag. All rights reserved.

media is still a big challenge (Zerfass et al., 2011) mainly because they cannot keep up with all new platforms being introduced constantly, which also represents a difficulty deciding on which to focus.  

30

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

‹‰—”‡ͳͻǣ‘…‹ƒŽ‡†‹ƒ‹ŽŽ•ƒ†‘™Ž‡†‰‡‘ˆ•

‘–Š‡””‡ƒ•‘ǡƒ•‘Ž‹•ƒ†”‡ƒ‡”‹†‰‡ȋʹͲͲͻƒȌ’‘‹–‘—–ǡ‹•–Šƒ–many PROs simply do not ‘bother’ to take time to build those relationships and engage with the public. A role in this also plays the poor use of those channels in their free time.

Copyright © 2013. Diplomica Verlag. All rights reserved.

‹‰—”‡ʹͲǣ”‹˜ƒ–‡•‡‘ˆ‘…‹ƒŽ‡†‹ƒ„›•

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

31

Many say social media should be measured; howeve, just a few are actually doing so ȋ”‹‰Š–ƒ†‹•‘ǡʹͲͳͲȌȂˆ‘”‡šƒ’Ž‡ǡ‘Ž›ʹͳΨ‘ˆ‘”‰ƒ‹•ƒ–‹‘•‡ƒ•—”‡–Š‡  ‘ˆ –Š‡‹”  ‡ˆˆ‘”–• ȋ‘…‹‡–› ˆ‘” —ƒ ‡•‘—”…‡ ƒƒ‰‡‡–ǡ ʹͲͳʹȌǤ • …‘–– ȋʹͲͳͳȌ ’‘‹–•‘—–ǡ–Š‡’”‘„Ž‡‹•–Šƒ– PR practitioners still only measure traditional media, but forget to evaluate the ‘value of sharing’ content online. ‘’ƒ‹‡••–‹ŽŽ”‡Ž›–‘‘ —…Š‘Ǯ‹’‡”ˆ‡…–ǯ‹ˆŽ—‡…‡•…‘”‡••—…Šƒ•Ž‘—–͵‘”‡‡” †‡šͶ–Šƒ–†‘‘–”‡ƒŽŽ›–‡ŽŽ ƒ›–Š‹‰ ƒ„‘—–Š‘™ digital influence ‹• ƒ…–—ƒŽŽ› …”‡ƒ–‡† ƒ† —•‡† ȋ‘Ž‹•ǡʹͲͳʹȌǤ ‘‡ –‘‘Ž•ǡƒ•ˆ‘”‡šƒ’Ž‡ ‘‘‰Ž‡ƒŽ›–‹…•ͷǡ ƒ…‡„‘‘ •‹‰Š–•͸ǡ ‘‘‰Ž‡Ž‡”–•͹ǡƒ†‹ƒ͸ͺ‡–…Ǥ ȋƒ‹Ž›ǡ ʹͲͳʹ„Ȍǡ Šƒ˜‡ „‡‡ ‰ƒ‹‹‰ ‹’‘”–ƒ…‡ ƒ‘‰ ’”ƒ…–‹–‹‘‡”•Ǥ ‘™‡˜‡”ǡ –Š‘•‡ ’”‡†‘‹ƒ–Ž› ˆ‘…—• ‘ “—ƒ–‹–ƒ–‹˜‡ ˆ‹†‹‰•ǡ ™Š‡”‡ƒ•  Šƒ• ƒ Ž‘– –‘ †‘ ™‹–Š “—ƒŽ‹–ƒ–‹˜‡Ž› ‘”‹‡–ƒ–‡† ‡ˆˆ‘”–• Ȃ ‡Ǥ‰Ǥ ˆ‘”‹‰ ‘’‹‹‘• Ȃ –Šƒ– ƒ”‡ Šƒ”† –‘ ‡ƒ•—”‡ ƒ† ‡˜ƒŽ—ƒ–‡Ǥ 2.6.

Conclusions

ƒ› ƒ—–Š‘”• ƒ† ƒ› ”‡•‡ƒ”…Š‡”• Šƒ˜‡ „‡‡ ‡šƒ‹‹‰ –Š‡ ‹ˆŽ—‡…‡• ‘ˆ –Š‡ ‘…‹ƒŽ ‡„‘ǤŠ‡›ƒŽŽƒ‰”‡‡SM has altered the PR practice because it has enabled a better reach of target audiences and a direct, real-time communication that builds relationshipsǤ ǯ• ƒ—ƒŽ •—”˜‡›• ˆ‘” ‡šƒ’Ž‡ ’”‘˜‹†‡ ˜ƒŽ—ƒ„Ž‡ ‹•‹‰Š–• ‹–‘ –Š‡ “—ƒ–‹–ƒ–‹˜‡ •‹†‡ ‘ˆ –Š‡ ƒ––‡”Ǥ However, it would be interesting to also perform a more in-depth research and illustrate the implications of the new trend on the life of PR practitioners, both working and personal, e.g. what exactly are their activities and how much do they interfere with their private sphere. Because of the very nature of social media, i.e. constantly changing, all the discussed implications must be researched on a very regular basis. ‡™ •‘…‹ƒŽ ‡–™‘”•ƒ”‡‡‡”‰‹‰‡˜‡”››‡ƒ”ƒ†•‘‡‘ˆ–Š‡Šƒ˜‡ƒƒŒ‘”‹ˆŽ—‡…‡‘–Š‡ ’”ƒ…–‹…‡ǡ ‡Ǥ‰Ǥ ‹–‡”‡•– ‘” –Š‡ ‡™ ƒ…‡„‘‘ ‹‡Ž‹‡Ǥ PROs cannot be sure which Copyright © 2013. Diplomica Verlag. All rights reserved.

communication channels, tools and platforms will be relevant in 2020ȋŠ‹ŽŽ‹’•ƒ† ‘—‰ǡʹͲͲͻȌǤšƒ‹‹‰•‘…‹ƒŽ‡†‹ƒǯ•‹’ƒ…–‘–Š‡‹†—•–”›‹ʹͲͳ͸ˆ‘”‡šƒ’Ž‡

͵Š––’ǣȀȀŽ‘—–Ǥ…‘Ȁ

ͶŠ––’ǣȀȀ™™™Ǥ’‡‡”‹†‡šǤ…‘Ȁ ͷ™™™Ǥ‰‘‘‰Ž‡Ǥ…‘ȀƒƒŽ›–‹…•Ȁ

͸Š––’•ǣȀȀ™™™Ǥˆƒ…‡„‘‘Ǥ…‘Ȁ‹•‹‰Š–•Ȁ ͹Š––’ǣȀȀ™™™Ǥ‰‘‘‰Ž‡Ǥ…‘ȀƒŽ‡”–• ͺŠ––’ǣȀȀ™™™Ǥ”ƒ†‹ƒ͸Ǥ…‘Ȁ

32

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

™‘—Ž†•Š‘™˜‡”›†‹ˆˆ‡”‡–”‡•—Ž–•–Šƒ–‘†ƒ›ȋʹͲͳʹȌ„‡…ƒ—•‡ the media landscape is evolving all the time. Š‹Ž‡ –Š‡•‡ Ž‹–‡”ƒ–—”‡ •‘—”…‡• ˜‡”› ™‡ŽŽ ’”‡•‡– –Š‡ …Šƒ‰‡• –Šƒ– Šƒ’’‡‡† ƒ† Š‹‰ŠŽ‹‰Š– ™Šƒ–  ’”ƒ…–‹–‹‘‡”• •Š‘—Ž† „‡ †‘‹‰ǡ ‹– •‡‡• –Šƒ– —–‹Ž‹•‹‰ •‘…‹ƒŽ ‡†‹ƒ ‹• •–‹ŽŽƒ„‹‰…ŠƒŽŽ‡‰‡ǤThe lack of knowledge in SM, which in turn reflects all current measurement difficulties, suggests that the exact same matter on SM’s impact on PR will be of interest for quite a while in the future in order to research the causes for the shortage of skills as well as the measurement issues and how to find the best solutions to solve them. ‡˜‡”–Š‡Ž‡••ǡ –Š‡ ‹†‹…ƒ–‡† Ž‹–‡”ƒ–—”‡ ‹• ƒ ‡š…‡ŽŽ‡–

Copyright © 2013. Diplomica Verlag. All rights reserved.

•–ƒ”–‹‰’‘‹––‘—†‡”•–ƒ†–Š‡‡™‹†—•–”›Ǥ

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

33

3.

Research Methodology

3.1.

Research Objectives

Š‡”‡•‡ƒ”…Š•‡‡•–‘‹˜‡•–‹‰ƒ–‡ǡ†‡•…”‹„‡ǡƒƒŽ›•‡ƒ†‡š’Žƒ‹Š‘™•‘…‹ƒŽ‡–™‘”‹‰ ƒ† ‘Ž‹‡ ’Žƒ–ˆ‘”• •—…Š ƒ• ƒ…‡„‘‘ǡ ™‹––‡” ‡–…Ǥ Šƒ˜‡ ƒŽ–‡”‡† –Š‡ —„Ž‹… ‡Žƒ–‹‘• ‹†—•–”›†—”‹‰–Š‡’ƒ•–ˆ‡™›‡ƒ”•ƒ†–Š‡™ƒ›ƒ†ˆ‘”™Šƒ–’—”’‘•‡••’‡…‹ƒŽ‹•–•ƒ”‡ —•‹‰ –Š‘•‡ ‡™ –‘‘Ž• ƒ† …Šƒ‡Ž•Ǥ Š‹• ‡ƒ• –Šƒ– the research is of exploratory and descriptive natureǡ ‹Ǥ‡Ǥ ‹• –”›‹‰ –‘ ’‘”–”ƒ› ƒ† …Žƒ”‹ˆ› ƒ —†‡”•–ƒ†‹‰ ‘ˆ ƒ •’‡…‹ˆ‹… ‹••—‡ ȋƒ—†‡”•ǡ ‡™‹• ƒ† Š‘”Š‹ŽŽǡ ʹͲͲ͹ȌǤ ‹–Š ”‡‰ƒ”†• –‘ –Š‡ †‡ˆ‹‡† ”‡•‡ƒ”…Š ‘„Œ‡…–‹˜‡• ƒ† ƒ……‘”†‹‰ –‘ –Š‡ ‹†‡–‹ˆ‹‡† ‰ƒ’• ‹ –Š‡ Ž‹–‡”ƒ–—”‡ –Š‡ ˆ‘ŽŽ‘™‹‰ ƒ‹”‡•‡ƒ”…Š“—‡•–‹‘•ȋȌ™‡”‡ˆ‘”—Žƒ–‡†ǣ ͳǣ ‘™ Šƒ• –Š‡ ‡‡”‰‡…‡ ‘ˆ •‘…‹ƒŽ ‡†‹ƒ …Šƒ‰‡† –Š‡  ’”ƒ…–‹…‡ Ȃ ‹• ‹– ƒ ’‘•‹–‹˜‡‘”ƒ‡‰ƒ–‹˜‡‹’ƒ…–ǫ ʹǣ ‘™ ƒ† ™Š› ƒ”‡  ’”ƒ…–‹–‹‘‡”• —•‹‰ •‘…‹ƒŽ ‡†‹ƒ ‹ –Š‡‹” ™‘”‹‰ ƒ…–‹˜‹–‹‡•‘–Š‡‘‡Šƒ†ǡƒ†‹–Š‡‹”ˆ”‡‡–‹‡‘–Š‡‘–Š‡”ǫ ͵ǣ Š› ‡ƒ•—”‹‰ ƒ† ‘‹–‘”‹‰  ƒ† •‘…‹ƒŽ ‡†‹ƒ ƒ…–‹˜‹–‹‡• ƒ”‡ ƒ „‹‰ ‹••—‡ƒ†™Šƒ––‘‘Ž•†‘’”ƒ…–‹–‹‘‡”•—–‹Ž‹•‡–‘•‘Ž˜‡–Š‹•ǫ 3.2.

Research Philosophies and Paradigms

‹•–‘”‹…ƒŽŽ›ǡ –Š‡ ™‘”Ž† ‘ˆ  ‘™Ž‡†‰‡ ƒ† ”‡•‡ƒ”…Š Šƒ• „‡‡ †‘‹ƒ–‡† „› –Š‡ ’‘•‹–‹˜‹•– ȋ‘” ”‡ƒŽ‹•–Ȍ ˜‹‡™ ȋƒ›‘ ƒ† ‘ŽŽ‘™ƒ›ǡ ʹͲͲʹȌǤ Š‡ ”‡ƒŽ‹–› ‹• –Š‡”‡ˆ‘”‡ ‹†‡’‡†‡–‘ˆ–Š‡‘‡•‹˜‘Ž˜‡†‹‹–ƒ†™‘—Ž†”‡Ž›‘‘„Œ‡…–‹˜‹–›ȋ‹„‹†ȌǤŠ‹•ǡ‹–—”ǡ ‹• …Šƒ”ƒ…–‡”‹•–‹… ˆ‘” “—ƒ–‹–ƒ–‹˜‡ •–—†‹‡• ™Š‡”‡ ‰‡‡”ƒŽ‹•ƒ–‹‘ ‹• ’‘••‹„Ž‡Ǥ ‘™‡˜‡”ǡ ƒ• –Š‡ ”‡•‡ƒ”…Š •‡‡• –‘ ƒŽ•‘ ‡šƒ‹‡ Š‘™ • –Š‡•‡Ž˜‡• –Š‹ •‘…‹ƒŽ ‡†‹ƒ ‹’ƒ…–‡† ǡ‹Ǥ‡Ǥ’‡”•‘ƒŽ‘’‹‹‘•ǡƒ†™Šƒ––Š‡‹”™‘”‹‰ƒ†’‡”•‘ƒŽ‡š’‡”‹‡…‡•‹–‡”•‘ˆ

Copyright © 2013. Diplomica Verlag. All rights reserved.

‹–ƒ”‡ǡƒ‘–Š‡”’ƒ”ƒ†‹‰‹•‘ˆ‹’‘”–ƒ…‡ǡƒ‡Ž›interpretivismȋ‘”’Š‡‘‡‘Ž‘‰‹…ƒŽ ’ƒ”ƒ†‹‰ȌǤ – ‡’Šƒ•‹•‡• –Šƒ– –Š‡ ”‡•‡ƒ”…Š ‹• …‘†—…–‡† ƒ‘‰ ’‡‘’Ž‡ ”ƒ–Š‡” –Šƒ ‘„Œ‡…–• „‡…ƒ—•‡ –Š‡› –Š‡•‡Ž˜‡• ƒ”‡ Ǯ•‘…‹ƒŽ ƒ…–‘”•ǯ ȋƒ—†‡”•ǡ ‡™‹• ƒ† Š‘”Š‹ŽŽǡ ʹͲͲ͹ǣ ͳͲ͸ȌǤ Š‡”‡ˆ‘”‡ǡ –Š‡ „‡•– •—‹–‡† ƒ’’”‘ƒ…Š ‹• –Š‡ inductive approach „› ˆ‹”•– …‘ŽŽ‡…–‹‰ƒ†ƒƒŽ›•‹‰†ƒ–ƒƒ†ƒˆ–‡”–Šƒ–ˆ‘”—Žƒ–‹‰ƒŠ›’‘–Š‡•‹•ȋ‹„‹†ȌǤ

34

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

3.3.

Research Strategy

ƒ……‘”†ƒ…‡™‹–Š–Š‡†‹•…—••‡†‘„Œ‡…–‹˜‡•ƒ†’ƒ”ƒ†‹‰•ƒmixed method research –Šƒ– …‘„‹‡• „‘–Š “—ƒ–‹–ƒ–‹˜‡ ƒ† “—ƒŽ‹–ƒ–‹˜‡ –‡…Š‹“—‡• ™ƒ• …Š‘•‡ ȋƒ—†‡”•ǡ ‡™‹•ƒ†Š‘”Š‹ŽŽǡʹͲͲ͹ȌǤ—…Š”‡•‡ƒ”…Š•–”ƒ–‡‰›’”‘‹•‡•ƒš‹—”‡•—Ž–•„‡…ƒ—•‡ ‹– ‹–‡‰”ƒ–‡• •–ƒ–‹•–‹…ƒŽ †ƒ–ƒ •—…Š ƒ• ”ƒ–‡ ‘ˆ •‘…‹ƒŽ ‡†‹ƒ —•ƒ‰‡ „› • ™‹–Š †‡–ƒ‹Ž‡† ‡š’Žƒƒ–‹‘• ‘ˆ –Š‡ ˜‹‡™’‘‹–• ƒ† ‘’‹‹‘• ‘ˆ ’”ƒ…–‹–‹‘‡”• ™‹–Š ”‡‰ƒ”†• –‘ –Š‡‹” ™‘”‹‰ƒ†’‡”•‘ƒŽŽ‹ˆ‡ǤŠ‡”‡ˆ‘”‡ǡƒself-administered survey–Šƒ–•‡‡•–‘‹†‡–‹ˆ› –Š‡ ‡‡†‡† —‡”‹…ƒŽ †ƒ–ƒ ‹ …‘„‹ƒ–‹‘ ™‹–Š in-depth interviews –Šƒ– ˆ‘…—• ‘ ™‘”†•ƒ†‡ƒ‹‰•™‡”‡•‡Ž‡…–‡†ƒ•the most suited methodsǤŠ‡•‡–™‘ǡ‹–—”ǡƒ”‡ ƒŽ•‘ –Š‡ ‘•– ’‘’—Žƒ” ƒ† ‡ƒ•› –‘ …‘†—…– ”‡•‡ƒ”…Š –‡…Š‹“—‡• ƒ† ‘•– ƒ’’”‘’”‹ƒ–‡ …‘•‹†‡”‹‰ –Š‡ –‹‡ ˆ”ƒ‡ ƒ† ”‡•‘—”…‡ Ž‹‹–ƒ–‹‘•Ǥ —”–Š‡”‘”‡ǡ ƒ “—‡•–‹‘ƒ‹”‡ ‘ˆˆ‡”•–‘ƒ‡‰‡‡”ƒŽ‹•ƒ–‹‘•ƒ†–‘‘˜‡ˆ”‘‰‡‡”ƒŽ–‘•’‡…‹ˆ‹…ȋ‘ŽŽ‹•ƒ†—••‡›ǡ ʹͲͲͻȌǡ™Š‡”‡–Š‡Žƒ––‡”™‘—Ž†’”‘˜‹†‡ƒ‡ƒ•›Ž‹–‘–Š‡ˆ‘ŽŽ‘™‹‰‹–‡”˜‹‡™ˆ‹†‹‰•Ǥ ƒ„Ž‡ͳͲǣ‹•–‹…–‹‘•„‡–™‡‡—ƒ–‹–ƒ–‹˜‡ƒ†—ƒŽ‹–ƒ–‹˜‡ƒ–ƒ

 3.4.

Research Methods

3.4.1.

Quantitative Methods

•—”˜‡›…‘–”‹„—–‡•–‘’”‘˜‹†‹‰‘™Ž‡†‰‡†‡•…”‹’–‹˜‡‹ƒ–—”‡ǡ‹Ǥ‡Ǥ‘ˆˆ‡”••–ƒ–‹•–‹…ƒŽ

Copyright © 2013. Diplomica Verlag. All rights reserved.

†‡•…”‹’–‹‘ǡ ™Š‹…Š ‹• ‘‡ ‘ˆ –Š‡ ”‡•‡ƒ”…Š ’—”’‘•‡• ȋ—•‹‡•• ‡•‡ƒ”…Šǡ ʹͲͳʹȌǤ Š‹• …ƒ‘–„‡ƒ…Š‹‡˜‡†—•‹‰‘–Š‡”“—ƒ–‹–ƒ–‹˜‡‡–Š‘†••—…Šƒ•ˆ‘”‡šƒ’Ž‡ƒ‡š’‡”‹‡– –Šƒ–•‡‡•–‘ˆ‹†ƒ…ƒ—•ƒŽ”‡Žƒ–‹‘•Š‹’„‡–™‡‡–™‘˜ƒ”‹ƒ„Ž‡•ȋ‹„‹†ǡʹͲͳʹƒȌǤ‡…ƒ—•‡‘ˆ –Š‡ –‹‡ …‘•–”ƒ‹–• ‘ˆ –Š‡ ”‡•‡ƒ”…Š an important advantage of conducting questionnaires is that they are least time-consuming, but they nevertheless provide easily comparable data because of the standardised questions. Š‡ ‹†‡ƒ „‡Š‹† –Š‹• ‡–Š‘† ‹• –‘ •—’’‘”– –Š‡ ‹Ǧ†‡’–Š †ƒ–ƒ ‰ƒ–Š‡”‡† ˆ”‘ –Š‡ ‹–‡”˜‹‡™• ™‹–Š

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

35

•–ƒ–‹•–‹…ƒŽ ˆ‹†‹‰•Ǥ An online survey was preferred for its facile distribution and implementationǤ ƒ„Ž‡ͳͳǣ†˜ƒ–ƒ‰‡•ƒ†‹•ƒ†˜ƒ–ƒ‰‡•‘ˆ—‡•–‹‘ƒ‹”‡•

 3.4.1.1.

Survey Structure and Design

›’‹…ƒŽˆ‡ƒ–—”‡‘ˆ“—ƒ–‹–ƒ–‹˜‡”‡•‡ƒ”…Š‹•ƒ•–”—…–—”‡ǡ™Š‡”‡“—‡•–‹‘•ƒ”‡†‡–‡”‹‡† „‡ˆ‘”‡–Š‡„‡‰‹‹‰‘ˆ–Š‡’”‹ƒ”›”‡•‡ƒ”…Šȋƒ›‘ƒ†‘ŽŽ‘™ƒ›ǡʹͲͲʹȌǤ‹…‡–Š‡ •—”˜‡›™ƒ•–ƒ”‰‡–‡†ƒ–•ƒ…–‹˜‡‹–Š‡’”‘ˆ‡••‹‘ƒ†–Š‡”‡ˆ‘”‡Šƒ˜‡ƒ”ƒ–Š‡”„—•› ™‘”‹‰ Ž‹ˆ‡ǡ –Š‡ questions were designed as forced-choice questions with predefined answers ȋ‡ ƒ—•ǡ ʹͲͲʹȌǤ ‘™‡˜‡”ǡ ˆ‘” ‘•– ‘ˆ –Š‡ ‹– ™ƒ• ‘’–‹‘ƒŽ –‘ Ž‡ƒ˜‡ …‘‡–• ƒ† ‡š’Žƒƒ–‹‘•Ǥ – ™ƒ• †‡…‹†‡† —’‘ ƒ •ƒŽŽ —„‡” ‘ˆ “—‡•–‹‘• ȋ‘Ž›ͳͲȌ‹‘”†‡”–‘ˆƒ…‹Ž‹–ƒ–‡ƒŠ‹‰Š‡”’ƒ”–‹…‹’ƒ–‹‘”ƒ–‡ȋ’’‡†‹šͳȌǤThe focus of the questionnaire was on RQ1 and RQ2 ‹ ‘”†‡” –‘ ‰ƒ‹ •–ƒ–‹•–‹…ƒŽ ‹•‹‰Š–• ‹–‘ –Š‡•‡ ƒ––‡”•Ǥ‘–Š‡””‡ƒ•‘ˆ‘”–Š‹•ǡƒ••–ƒ–‡†‹–Š‡…‘…Ž—•‹‘‘ˆ–Š‡Ž‹–‡”ƒ–—”‡”‡˜‹‡™ǡ‹• –Šƒ– ‡˜‡ –Š‘—‰Š –Š‹• –‘’‹… Šƒ• „‡‡ ”‡•‡ƒ”…Š‡† „‡ˆ‘”‡ǡ ‹– ‹• ‡…‡••ƒ”› –‘ „‡ ”‡‰—Žƒ”Ž› ‡šƒ‹‡†„‡…ƒ—•‡‘ˆ–Š‡…‘•–ƒ–Ž›…Šƒ‰‹‰•‘…‹ƒŽ‡†‹ƒŽƒ†•…ƒ’‡ǤŠ‡“—‡•–‹‘ƒ‹”‡ †‘‡•‘–•‡‡–‘ˆ‹†ƒ•™‡”•‘͵•‹’Ž›„‡…ƒ—•‡‘ˆ–Š‡˜‡”›ƒ–—”‡‘ˆ–Š‡“—‡•–‹‘ǡ ƒ‡Ž›–‘ƒ•™‡”DzŠ›ǫdz™Š‹…Š”‡“—‹”‡•ƒ†‹•…—••‹‘Ǥ

Copyright © 2013. Diplomica Verlag. All rights reserved.

ƒ›•—”˜‡›•Šƒ˜‡’”‘„Ž‡•™‹–Š–Š‡‹”…‘’Ž‡š‹–›ǡ™Š‹…Š™ƒ•ƒ‡›‹••—‡–‘„‡ƒ˜‘‹†‡† •‘ –Šƒ– ‘”‡ ”‡•’‘•‡• …‘—Ž† „‡ …‘ŽŽ‡…–‡†Ǥ To encourage participation, the questionnaire was specifically designed and worded to be easily and quickly completed and was anonymous.—”˜‡›‘‡›™ƒ•–Š‡…Š‘•‡•‘ˆ–™ƒ”‡„‡…ƒ—•‡‘ˆ ‹–• —•ƒ‰‡ •‹’Ž‹…‹–›ǡ Žƒ”‰‡ —„‡” ‘ˆ ‘’–‹‘• ˆ‘” “—‡•–‹‘ †‡•‹‰ ƒ† –Š‡ ˆƒ…– –Šƒ– ‹– ‹• ˆ”‡‡Ǥ

36

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

ˆ–‡” –Š‡ “—‡•–‹‘ƒ‹”‡ ™ƒ• †‡•‹‰‡† –Š‡”‡ ™ƒ• ƒ initial pilot testingǡ ™Š‡”‡ –Š‡ •—”˜‡›™ƒ•’‘•–‡†‹ƒˆ‡™‹‡† ‰”‘—’•ƒ†Ž‡ˆ––Š‡”‡ˆ‘”ƒ™‡‡Ǥˆ–‡””‡•’‘•‡• ™‡”‡ ƒƒŽ›•‡† •‘‡ •ƒŽŽ –‡…Š‹…ƒŽ ƒ† †‡•‹‰ ‹••—‡• ™‡”‡ ‹†‡–‹ˆ‹‡† ƒ† …‘””‡…–‡†Ǥ Furthermore, the questionnaire structure, questions type and formats were discussed via email with a PR expert with more than 30 years of experience in the industry, which helped improve the quality of the surveyǤ 3.4.1.2.

Sampling and Survey Distribution

Š‡ ‹‹— •ƒ’Ž‡ •‹œ‡ ™ƒ• •‡– ƒ– ͷͲ ‹ ‘”†‡” –‘ „‡ ”‡’”‡•‡–ƒ–‹˜‡Ǣ –Š‡ ƒ…–—ƒŽ ƒ…Š‹‡˜‡†—„‡”™ƒ•ͺͲǤŠ‡…Š‘•‡•ƒ’Ž‹‰–‡…Š‹“—‡™ƒ•‘Ǧ’”‘„ƒ„‹Ž‹–›•ƒ’Ž‹‰ǡ ƒ† ‘”‡ ƒ……—”ƒ–‡Ž› purposive sampling of a homogeneous group of people in a particular subgroup with similar membersǡ ƒ‡Ž› ’‡‘’Ž‡ ™‘”‹‰ ‹ –Š‡  ‹†—•–”› ȋƒ—†‡”•ǡ ‡™‹• ƒ† Š‘”Š‹ŽŽǡ ʹͲͲ͹ȌǤ This sampling technique was both informative and suited for a smaller sample sizeǤ Š‡ ‹‹–‹ƒŽ ‹†‡ƒ ™ƒ• –‘ ƒ• –Š‡   ƒ† –Š‡  –‘ •‡† –Š‡ •—”˜‡› Ž‹ –‘ –Š‡‹” ‡„‡”•Ǣ Š‘™‡˜‡”ǡ –Š‹• ™ƒ• ‘– ’‘••‹„Ž‡Ǥ Š‡”‡ˆ‘”‡ǡ –‘ ƒ…Š‹‡˜‡ •–ƒ–‹•–‹…ƒŽŽ› ˜ƒŽ‹† ”‡•—Ž–•ǡ–Š‡™‡„Ž‹™ƒ•†‹•–”‹„—–‡†˜‹ƒ‡ƒ‹Ž–‘’”ƒ…–‹–‹‘‡”•™‹–Š–Š‡‹†Š‡Ž’‘ˆ •‘‡ ‘ˆ –Š‡ ‹–‡”˜‹‡™‡‡• ƒ† ‘–Š‡”  …‘–ƒ…–• ‘ˆ –Š‡ ”‡•‡ƒ”…Š‡”Ǥ —”–Š‡”‘”‡ǡ Ž›‘—–ŠŠƒ„‡”‘ˆ‘‡”…‡™ƒ•ƒ•‡†–‘•‡†–Š‡“—‡•–‹‘ƒ‹”‡Ž‹–‘–Š‡‹”• …‘–ƒ…–•ǤŠ‡•—”˜‡›™ƒ•ƒŽ•‘’‘•–‡†‘˜ƒ”‹‘—•‰”‘—’•‹‹‡† •—…Šƒ•–Š‡ ǡ ”‘ˆ‡••‹‘ƒŽ•‡–…Ǥ™Š‡”‡‡„‡”•‘ˆ–Š‡‰”‘—’•™‡”‡ƒ•‡†–‘’ƒ”–‹…‹’ƒ–‡Ǥ‘‹…”‡ƒ•‡ ƒ™ƒ”‡‡••ǡ –Š‡ “—‡•–‹‘ƒ‹”‡ ™ƒ• ’”‘‘–‡† ˜‹ƒ ™‹––‡” ƒ• ™‡ŽŽǤ Š‹• †ƒ–ƒ …‘ŽŽ‡…–‹‘ ’”‘…‡••–‘‘’Žƒ…‡‹ƒ”…ŠʹͲͳʹˆ‘”–™‘™‡‡•Ǥ 3.4.2.

Qualitative Methods

Qualitative methods are associated with the ‘interpretive worldview’ ƒ† ƒŽŽ‘™ Copyright © 2013. Diplomica Verlag. All rights reserved.

‡š’Ž‘”‹‰ ’‡‘’Ž‡ǯ• ‹–‡–‹‘•ǡ ‘–‹˜ƒ–‹‘•ǡ „‡Ž‹‡ˆ• ƒ† ‡š’‡”‹‡…‡• ȋƒ›‘ ƒ† ‘ŽŽ‘™ƒ›ǡ ʹͲͲʹǣ ͶȌǤ As the most suited technique for exploratory and descriptive researches it was decided upon conducting interviews ȋƒ—†‡”•ǡ ‡™‹• ƒ† Š‘”Š‹ŽŽǡʹͲͲ͹Ȍƒ†•‹…‡–Š‡”‡•‡ƒ”…Š‹•“—ƒŽ‹–ƒ–‹˜‡–Š‹•‹•™Š‡”‡–Š‡ƒ‹ˆ‘…—•™‘—Ž† Ž‹‡ ‘Ǥ ƒ˜‹‰ —•‡† ˆ‘…—• ‰”‘—’• ‘” ‘„•‡”˜ƒ–‹‘ ƒ• ‡–Š‘†• ™‘—Ž† ‘– Šƒ˜‡ ’”‘˜‹†‡† ‡‘—‰Š‹Ǧ†‡’–Š†ƒ–ƒ”‡Ž‡˜ƒ––‘–Š‡”‡•‡ƒ”…Š–‘’‹…Ǥ

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

37

ƒ„Ž‡ͳʹǣ†˜ƒ–ƒ‰‡•ƒ†‹•ƒ†˜ƒ–ƒ‰‡•‘ˆ –‡”˜‹‡™•

 3.4.2.1.

Interview Structure and Design

Two pre-planned, semi-structured face-to-face interviews and five structured asynchronous email interviewsǡ „‘–Š –›’‡• „ƒ•‡† ‘ •‹‹Žƒ” ‡‹‰Š– “—‡•–‹‘•ǡ ™‡”‡ …‘†—…–‡† ȋ’’‡†‹š ͵ȌǤ ‡› ƒ”‡ƒ• ‘ˆ –Š‹• ‡–Š‘† ˆ‘…—•‡† ‘ comprehensively answering all RQsǤŠ‡ƒ‹ advantage of the semi-structured interviews was the so called ‘evolving conversation’ ™‹–Š ”ƒ–Š‡” •’‘–ƒ‡‘—• “—‡•–‹‘• ƒ† ”‡ƒ…–‹‘• ȋƒ›‘ ƒ† ‘ŽŽ‘™ƒ›ǡ ʹͲͲʹǣ ͳ͸͹Ȍǡ ™Š‹…Š ƒŽŽ‘™‡† †‹•…‘˜‡”‹‰ ƒ††‹–‹‘ƒŽ ‹’‘”–ƒ– †ƒ–ƒ ˆ‘” –Š‡ ”‡•‡ƒ”…Š –‘’‹… ƒ† ƒ†‡ ‘„•‡”˜ƒ–‹‘ ’‘••‹„Ž‡Ǥ The structured email interviews ‘ –Š‡ ‘–Š‡” Šƒ† ‘– ‘Ž› ƒŽŽ‘™‡† ’ƒ”–‹…‹’ƒ–• –‘ ˆ‹† ‡‘—‰Š –‹‡ –‘ ”‡•’‘†ǡ „—– •‹…‡ –Š‡ “—‡•–‹‘• ™‡”‡ ’”‡Ǧ†‡–‡”‹‡†ǡ ‹– ™ƒ• easier to compare the responses and identify similar patternsǤ —”–Š‡”‘”‡ǡ–Š‡‰‡‘‰”ƒ’Š‹…ƒŽ†‹•–ƒ…‡™‹–Š –Š‹•–‡…Š‹“—‡™ƒ•‹””‡Ž‡˜ƒ–Ǥ ‡› ‹••—‡ ™ƒ• –Š‡ ™‘”†‹‰ ‘ˆ –Š‡ “—‡•–‹‘• •‘ –Šƒ– –Š‡”‡ ™‡”‡ no leading or ambiguous, but clear and easy to understand queriesǤ Š‡ •–”—…–—”‡ ƒ† †‡•‹‰ ‘ˆ –Š‡ ‹–‡”˜‹‡™ ™ƒ• ’”‡Ǧ–‡•–‡† „› –Š‡ ”‡•‡ƒ”…Š‡” „› ‰‹˜‹‰ ƒ•™‡”• ƒ† ”‡…‘”†‹‰ –Š‡ ‡…‡••ƒ”›Ž‡‰–Š‘ˆ”‡•’‘•‡–‹‡ǡ™Š‹…Š™ƒ•’Žƒ‡†–‘„‡…ƒǤ͵Ͳ‹—–‡•Šƒ˜‹‰–ƒ‡ ‹–‘…‘•‹†‡”ƒ–‹‘–Š‡’ƒ”–‹…‹’ƒ–•ǯ˜ƒŽ—ƒ„Ž‡–‹‡Ǥ

Copyright © 2013. Diplomica Verlag. All rights reserved.

3.4.2.2.

Sampling and Conduction of Interviews

The usual norm for qualitative researches is a rather small sample size ȋ„‡–™‡‡ ˆ‘—”ƒ†ˆ‘”–›’ƒ”–‹…‹’ƒ–•Ȍ„‡…ƒ—•‡–Š‡›ƒ”‡…‘…‡”‡†™‹–Š’”‘˜‹†‹‰”‹…Šƒ††‡–ƒ‹Ž‡† ‡š’Žƒƒ–‹‘•ȋƒ›‘ƒ†‘ŽŽ‘™ƒ›ǡʹͲͲʹȌǤŠ‡…Š‘•‡•ƒ’Ž‹‰–‡…Š‹“—‡™ƒ•ƒ‹š ‘ˆŠ‘‘‰‡‡‘—•ƒ†…‘˜‡‹‡…‡•ƒ’Ž‹‰‘ˆ’‘–‡–‹ƒŽ’ƒ”–‹…‹’ƒ–•™‹–Š–Š‡•ƒ‡–›’‡ ‘ˆ‡š’‡”‹‡…‡ǡƒ‡Ž›‹–Š‡‹†—•–”›ȋ‹„‹†ȌǤInterview participants were selected so that they work in different areas of the practice, have various educational

38

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

backgrounds and are based in the UK. Š‡ ‹†‡ƒ „‡Š‹† –Š‹• ™ƒ• –‘ ˆ‹† ‘—– ‹ˆ –Š‡”‡ ™‘—Ž† „‡ ƒ› †‹ˆˆ‡”‡…‡• ‹ ˜‹‡™’‘‹–• ‹ ƒ……‘”†ƒ…‡ ™‹–Š ’ƒ”–‹…‹’ƒ–•ǯ ‘……—’ƒ–‹‘ƒŽ ”‘Ž‡Ȃ‹ǦŠ‘—•‡ǡ‘—–Ǧ‘ˆǦŠ‘—•‡‹ƒ„‹‰ƒ†ƒ•ƒŽŽ‘”‰ƒ‹•ƒ–‹‘‘”ƒ•ƒˆ”‡‡Žƒ…‡”ǤŠ‹•‹• Š‘™ •—ˆˆ‹…‹‡– ƒ† ”‡Ž‡˜ƒ– ‹ˆ‘”ƒ–‹‘ ™ƒ• ƒ„Ž‡ –‘ „‡ ‰‡‡”ƒ–‡† ƒ† –Š‡”‡„› –Š‡ •ƒ’Ž‡ ™ƒ• ”‡’”‡•‡–ƒ–‹˜‡ ‘ˆ –Š‡ ’‘’—Žƒ–‹‘ ȋ‡ƒ”ƒ ƒ† ‘—‰‹‡ǡ ʹͲͲͻȌǤ †‡ƒŽŽ›ǡ –Š‡ ”‡•‡ƒ”…Š‡”™‘—Ž†Šƒ˜‡’”‡ˆ‡””‡†–‘Šƒ˜‡…‘†—…–‡†‹–‡”˜‹‡™•™‹–Š‡›‡„‡”•‘ˆ–Š‡   ȋ•—…Š ƒ• –Š‡  ‡–…ǤȌǢ Š‘™‡˜‡”ǡ –Š‹• ™ƒ• ‘– ’‘••‹„Ž‡Ǥ Š‡”‡ˆ‘”‡ǡ –Š‡ ”‡•‡ƒ”…Š‡” Šƒ†–‘…‘–ƒ…–‘–Š‡”’”ƒ…–‹–‹‘‡”•–‘‡‡––Š‡’Žƒ‡†•ƒ’Ž‡Ǥ Š‡ ‹‹–‹ƒŽ •ƒ’Ž‡ •‹œ‡ ™ƒ• ˆ‹˜‡ ‹Ǧ†‡’–Š ‹–‡”˜‹‡™•ǡ Š‘™‡˜‡” ‹ –Š‡ ‡† –Š‡”‡ ™‡”‡ •‡˜‡ ”‡•’‘†‡–•ǡ „‡…ƒ—•‡ ‘Ž› –™‘ ™‡”‡ ’‘••‹„Ž‡ –‘ „‡ ˆƒ…‡Ǧ–‘Ǧˆƒ…‡Ǥ Nevertheless, the point of saturation, where no new data emerged, was reached ȋƒ›‘ ƒ† ‘ŽŽ‘™ƒ›ǡʹͲͲʹȌǤ Š‡ ˆƒ…‡Ǧ–‘Ǧˆƒ…‡ ‹–‡”˜‹‡™• ™‡”‡ …‘†—…–‡† ƒ……‘”†‹‰ –‘ ’ƒ”–‹…‹’ƒ–ǯ• ƒ˜ƒ‹Žƒ„‹Ž‹–› ƒ† ™‡”‡”‡…‘”†‡†Ǥƒ‹Ž‘‡•™‡”‡†‹•–”‹„—–‡†‘Ž‹‡ƒ†”‡•’‘†‡–•Šƒ†‘‡‘–Š–‘ ƒ•™‡”–Š‡“—‡•–‹‘•ƒ†•‡†–Š‡‹””‡•’‘•‡•„ƒ…–‘–Š‡”‡•‡ƒ”…Š‡”ǤŠ‡•‡–‘‘’Žƒ…‡ ‹ ‡„”—ƒ”›ƒ†ƒ”…ŠʹͲͳʹǤ 3.4.3.

Consideration on Ethical Issues

Š‡ ˆ‘ŽŽ‘™‹‰ ‰—‹†‡Ž‹‡• ™‡”‡ ƒ†‘’–‡† ‹ ‘”†‡” –‘ ‡•—”‡ ƒ ‡–Š‹…ƒŽŽ› •‘—† ”‡•‡ƒ”…Š ȋƒ›‘ƒ†‘ŽŽ‘™ƒ›ǡʹͲͲʹǣ͹ͺȌǣ •

Š‡”‹‰Š–‘ˆˆ”‡‡ƒ†‹ˆ‘”‡†…Š‘‹…‡Ǥ

•

”‘–‡…–‹‘ˆ”‘Šƒ”Ȃ‘‡‘–‹‘ƒŽ‘”’Š›•‹…ƒŽ”‹••Ǥ

•

”‹…‹’Ž‡•‘ˆ’”‹˜ƒ…›ǣƒ‘›‹–›ƒ†…‘ˆ‹†‡–‹ƒŽ‹–›Ǥ

ŽŽ‹–‡”˜‹‡™’ƒ”–‹…‹’ƒ–•”‡…‡‹˜‡†–Š‡•ƒ‡„”‹‡ˆ‡š’Žƒ‹‹‰–Š‡”‡•‡ƒ”…Š’—”’‘•‡ƒ†

Copyright © 2013. Diplomica Verlag. All rights reserved.

•‘‡†‡–ƒ‹Ž•ƒ„‘—––Š‡”‡•‡ƒ”…Š‡”ǤŠ‡›™‡”‡’‘Ž‹–‡Ž›ƒ•‡†‹ˆ–Š‡›™‡”‡™‹ŽŽ‹‰–‘–ƒ‡ ’ƒ”– ‹ ‹– ƒ†Ȁ‘” ‹ˆ –Š‡› Šƒ† –Š‡ –‹‡ǡ ƒ† ™‡”‡ ‘– ’”‡••—”‹•‡†Ǥ Š‡ •ƒ‡ ™ƒ• ‹–”‘†—…‡†‹–Š‡‡ƒ‹Ž••‡––‘’”ƒ…–‹–‹‘‡”•–‘ˆ‹ŽŽ‹–Š‡•—”˜‡›ƒ†‘–Š‡‹‡†  ’‘•–•Ǥ Participation in both was voluntary. Confidentiality and anonymity was ensured ˆ‘”„‘–Šǣ–Š‡“—‡•–‹‘ƒ‹”‡™ƒ•…‘’Ž‡–‡Ž›ƒ‘›‘—•Ǣ–Š‡‹–‡”˜‹‡™‡‡•™‡”‡ ƒ––‡–‹˜‡Ž› ƒ•‡† ‹ˆ –Š‡› ƒŽŽ‘™‡† –‘ „‡ ƒ……”‡†‹–‡† ‘” ‹ˆ –Š‡› ’”‡ˆ‡””‡† ˆ‘” –Š‡‹” ƒ‡•ǡ ‡š’‡”‹‡…‡ƒ†‡†—…ƒ–‹‘ƒŽ„ƒ…‰”‘—†‘––‘„‡‡–‹‘‡†Ǥ™‘’ƒ”–‹…‹’ƒ–•™‹•Š‡†

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

39

–‘•–ƒ›ƒ‘›‘—•ƒ†ˆ‘”•‘‡†ƒ–ƒ–‘”‡ƒ‹…‘ˆ‹†‡–‹ƒŽǡ™Š‹…Š™ƒ•‡’–Ǥ ‰‡‡”ƒŽǡ ‘’”‘„Ž‡•‘……—””‡†Ǥ 3.4.4.

Conclusions

••‘…‹ƒŽ‡†‹ƒ‹•ƒ”‡Žƒ–‹˜‡Ž›‡™†‡˜‡Ž‘’‡–ǡ–Š‡’”‘’‘•‡†”‡•‡ƒ”…Šƒ‹•–‘‹…”‡ƒ•‡ ‘™Ž‡†‰‡ ‘ –Š‡ •—„Œ‡…– „› ’”‘˜‹†‹‰ …‘’”‡Š‡•‹˜‡ ‡š’Žƒƒ–‹‘• ƒ„‘—– –Š‡ –‘’‹…Ǥ Š‡”‡ˆ‘”‡ǡcombining both quantitative and qualitative methods offered an ‘added dimension’ to the examinationǡ „‡…ƒ—•‡ –Š‡ •—”˜‡› ”‡•—Ž–• ”‡’”‡•‡–‡† ƒ „”‘ƒ† ’‹…–—”‡‘–Š‡‹••—‡•ǡ™Š‡”‡ƒ•–Š‡‹Ǧ†‡’–Š‹–‡”˜‹‡™•‰ƒ˜‡ƒ‘”‡†‡–ƒ‹Ž‡†’‡”•’‡…–‹˜‡ ȋ‘‘”‡ǡʹͲͲ͸ǣͳ͵ȌǤŠ‹••—‰‰‡•–•–Šƒ–both approaches complemented each other for optimum resultsǤ —”–Š‡”‘”‡ǡ —•‹‰ „‘–Š ‡–Š‘†• ’”‘˜‹†‡† –Š‡ ƒ†˜ƒ–ƒ‰‡ ‘ˆ ‘„–ƒ‹‹‰Š‹‰Š…‘””‡Žƒ–‹‘ƒ‘‰–Š‡…‘ŽŽ‡…–‡††ƒ–ƒ–Š”‘—‰ŠƒŽŽ•‘—”…‡•ƒ†–Š‡”‡„›Ž‡† –‘more credibility–‘–Š‡™Š‘Ž‡”‡•‡ƒ”…Šȋ‡ƒ”ƒƒ†‘—‰‹‡ǡʹͲͲͻȌǡ„—–ƒŽ•‘higher validity and explanatory power of the data ȋ ‹‡Ž†‹‰ǡ ‡‡ ƒ† Žƒǡ ʹͲͲͺȌǤ Most importantly, mixed method researches “appear to be gaining a foothold in the communication, marketing and management literature” ȋƒ›‘ ƒ† ‘ŽŽ‘™ƒ›ǡ

Copyright © 2013. Diplomica Verlag. All rights reserved.

ʹͲͲʹǣͻȌǤ

40

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

4.

Research Findings and Discussion

4.1.

Quantitative Data Findings

Š‡“—‡•–‹‘ƒ‹”‡™ƒ•†‹•–”‹„—–‡†ƒ•†‹•…—••‡†‹–Š‡’”‡˜‹‘—••‡…–‹‘ǤͺͲ”‡•’‘†‡–• …‘’Ž‡–‡† –Š‡ •—”˜‡› •‘ –Šƒ– the pre-planned sample size was achieved and even exceededǡ ™Š‹…Š•—‰‰‡•–•–Šƒ– the promotion of the questionnaire was adequate. ‹”•– •–‡’ ‘ˆ –Š‡ ƒƒŽ›•‹• ™ƒ• data preparationǡ ‹‹–‹ƒŽŽ› „‡‰‹‹‰ ™‹–Š data editing ȋ‡ƒ”ƒƒ†‘—‰‹‡ǡʹͲͲͻȌǤ‹‹ƒŽ‹••‹‰†ƒ–ƒ™ƒ•†‹•…‘˜‡”‡†‹“—‡•–‹‘ͳͲ†—‡–‘ ƒ •ƒŽŽ ”‡•‡ƒ”…Š‡” –‡…Š‹…ƒŽ ‹•–ƒ‡ ™‹–Š –Š‡ •‘ˆ–™ƒ”‡Ǣ Š‘™‡˜‡”ǡ –Š‹• ™ƒ• ‡ƒ•‹Ž› …‘””‡…–‡†Ǥ ‡˜‡”–Š‡Ž‡••ǡ ƒŽŽ ‘–Š‡” “—‡•–‹‘• ™‡”‡ ˆ—ŽŽ› ”‡•’‘†‡† „‡…ƒ—•‡ ‘ ‘’–Ǧ‘—– ‘’–‹‘™ƒ•ƒŽŽ‘™‡†Ǥ‘‡data cleaning for the optional open-ended questions™ƒ• ƒŽ•‘’‡”ˆ‘”‡†•‘–Šƒ–‹–‹•‡””‘”Ǧˆ”‡‡ƒ†–Š‡”‡ƒ”‡‘‘††”‡•—Ž–•ȋ‘‘”‡ǡʹͲͲ͸ȌȂˆ‘” ‡šƒ’Ž‡ ƒ•™‡”• Ž‹‡ DzȀdz ™‡”‡ ‘– …‘•‹†‡”‡†Ǥ ††‹–‹‘ƒŽŽ›ǡ –Š‡•‡ …‘‡–• ”‡“—‹”‡†codingǡ•‘–Šƒ––Š‡”‡•’‘•‡•™‡”‡…Žƒ••‹ˆ‹‡†‹specific categories™‹–Š–Š‡‹” ‘™ •‹‹Žƒ”‹–‹‡• ȋ‹„‹†ȌǤ ‘ Š‡Ž’ ‹†‡–‹ˆ› –Š‡ –Š‡ software for qualitative data Weft QDA ™ƒ• —•‡† ȋ•‡‡ ‡š– •‡…–‹‘Ȍ ƒ† –Š‡ Online Text Analysis Toolͻ–Šƒ– ƒŽŽ‘™• –‘ ˜‡”›“—‹…Ž›ˆ‹†–Š‡‘•–ˆ”‡“—‡–’Š”ƒ•‡•ƒ†™‘”†•Ǥ Š‡†ƒ–ƒ™ƒ•–Š‡‡š’‘”–‡†‹–‘ ‹…”‘•‘ˆ– š…‡Ž –‘ ƒŽŽ‘™ ‡ƒ•‹‡” ƒƒŽ›•‹• ƒ† ’”‡•‡–ƒ–‹‘ ‘ˆ –Š‡ ˆ‹†‹‰• ‹ ƒ •—‹–ƒ„Ž‡ ƒƒŽ›–‹…ƒŽƒ‡”„›ˆ‹”•–‹ŽŽ—•–”ƒ–‹‰–Š‡”‡•’‘†‡–•ǯ’”‘ˆ‹Ž‡ƒ†–Š‡‘˜‹‰–‘™ƒ”†• –‘–Š‡•’‡…‹ˆ‹…ˆ‹†‹‰•™‹–Š”‡‰ƒ”†•–‘–Š‡•—”˜‡›ǯ•”‡•‡ƒ”…Š‘„Œ‡…–‹˜‡•Ȃͳƒ†ʹǤ 4.1.1.

Participants’ Profile

To gain a broad understanding of the sample–Š‡Žƒ•–•‡…–‹‘‘ˆ–Š‡•—”˜‡›ȋ“—‡•–‹‘• ͺǡͻƒ†ͳͲǡ’’‡†‹šͳȌ™ƒ•…‘…‡”‡†™‹–Šprofiling the participants in accordance with their experience in the industry, current employment and occupational roleǤ ’‘”–ƒ––‘‘–‡‹•–Šƒ––Š‹•™ƒ•ƒ‘Ž‹‡•—”˜‡›•‘–Šƒ––Š‡•ƒ’Ž‡™ƒ•‘–ƒ„Ž‡–‘„‡

Copyright © 2013. Diplomica Verlag. All rights reserved.

…‘–”‘ŽŽ‡†Ǥ ‘™‡˜‡”ǡ –Š‡•‡ “—‡•–‹‘• ‡ƒ„Ž‡† –‘ ‡•—”‡ –Š‡ ’ƒ”–‹…‹’ƒ–‹‘ ‘Ž› ‘ˆ  ’”ƒ…–‹–‹‘‡”•ƒ–Ž‡ƒ•––‘ƒ…‡”–ƒ‹‡š–‡–Ǥ Nearly 40% of the respondents have been working in PR for one to three yearsǡ ™Š‡”‡ƒ• –Š‡ ‡š– –™‘ Žƒ”‰‡” ’ƒ”–‹…‹’ƒ– ‰”‘—’• ™‡”‡ –Š‡ ‘‡• ™‹–Š „‡–™‡‡ Ͷ ƒ† ͳͲ

ͻŠ––’ǣȀȀ™™™Ǥ‘Ž‹‡Ǧ—–‹Ž‹–›Ǥ‘”‰Ȁ–‡š–ȀƒƒŽ›œ‡”ǤŒ•’

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

41

›‡ƒ”•ȋ……ƒǤʹ͸ΨȌƒ †–Š‘•‡™ ™‹–Š‘”‡––ŠƒʹͲ›‡ƒƒ”•‘ˆ‡š’‡””‹‡…‡ǡƒ……‘ ‘—–‹‰ˆ‘””ƒŽ‘•– ͳͶΨǤ

Figu ure 21: Pa articipan nts' Work king Expe erience in n the Industry y

13.80% ͳ ͳǦ͵›‡ƒ”• 38.80%

11.20%

Ͷ ͶǦͳͲ›‡ƒ”• ͳ ͳͲǦͳͷ›‡ƒ”••

10 0.00%

ͳ ͳͷǦʹͲ›‡ƒ”••  ‘”‡–Šƒʹ ʹͲ›‡ƒ”• 26 6.20%

N = 80 8



Š‘—‰Š–Š‡ ƒŒ‘”‹–›‘ˆˆ–Š‡”‡•’‘ †‡–•Šƒ˜˜‡„‡‡‹ ˆ‘”ƒˆƒ‹‹”Ž›•Š‘”––‹‡ƒ† ˜‡–Š –Š‡”‡ˆ‘ ‘”‡ Šƒ˜‡ ‘–  ‡š’‡”‹‡‡…‡† –Š‡ †‹ˆˆ‡”‡…‡ „‡–™‡‡  ‘™ ƒ†  „‡ˆˆ‘”‡ –Š‡ ‡‡”‰‡‡…‡‘ˆ•‘…‹‹ƒŽ‡†‹ƒǡ••–‹ŽŽ‘”‡–Šƒ͵ͲΨ‘ ‘ˆ–Š‡’ƒ”–‹……‹’ƒ–•Šƒ˜˜‡™‹–‡••‡‡†–Š‘•‡ …Šƒ‰‡• ˆ‹”•– Šƒ †Ǥ Neverrtheless, as a the soccial media a landsca ape is con nstantly xperiencess of both are equa ally imporrtant and relevant for the changing the ex researcchǤ Š‡ ‡š– –™‘ “—‡‡•–‹‘• ™‡‡”‡ …‘…‡” ‡† ™‹–Š –Š Š‡ ”‡•’‘† †‡–•ǯ ‘……— —’ƒ–‹‘ƒŽ ”‘Ž‡ ” ƒ† ›‡–Ǥ• ‹‰—”‡ʹʹ† †‹•’Žƒ›•ǡƒŽ ‘•–half o of the resp pondents work w in-ho ouseǡ‹Ǥ‡Ǥ ‡’Ž‘› ‹ –Š‡  ‘” …‘ —‹…ƒ–‹‘ ‘• †‡’ƒ”––‡– ‘ˆ ƒƒ ‘”‰ƒ‹•ƒƒ–‹‘Ǥ Š‹••ǡ ‹†‡‡†ǡ ‹‹• ‘– ƒ ͶȌ …ƒǤ ͺͲΨ Ψ ‘ˆ ƒŽŽ  • ‹ –Š‡  ƒ”‡ •—”’”‹•‡ „‡…ƒ—•‡ ƒ……‘”†‹‰‰ –‘  ȋʹͲͲͷǣ ͳͶ Copyright © 2013. Diplomica Verlag. All rights reserved.

›‡††‹”‡…–Ž› ›„›ƒ…‘’ ’ƒ›Ǥ ‡’Ž‘›

42

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

Figurre 22: Parrticipantts' Organ nisationall Employ yment

‹ǦŠ Š‘—•‡

2 20.00% 47.50% 17.50%

ˆ‘”ƒƒŒ‘” …‘•—Ž–ƒ …› ‹ƒƒ„‘—–‹“—‡ ƒ‰‡…› ƒ•ƒƒˆ”‡‡Žƒ…‡…‘•—Ž–ƒ––

15.00% % N = 80 8



–‡”‡•–‹‰ ‹• –Š‡‡ ˆƒ…– –Šƒ– –Š‡ respo ondents th hat work ffor large PR P consulltancies nt for the smallest amountǡ „ „—– „‡…ƒ—••‡ –Š‡ ƒ””‡– ‹• Š‹‰ŠŽ› †‘‹ ƒ–‡† „› accoun ƒŒ‘”™ ™‘”Ž†™‹†‡‘”‰ƒ‹•ƒ–‹‘ ‘•ƒŠ‹‰Š‡‡”—„‡”™ƒ•‡š’‡…––‡†Ǥ …‘””‡‡•’‘†‡…‡™‹–Š–Š‡ˆ‹”•–“—‡”› ›‹–Š‹••‡……–‹‘ǡ‘–•—”’”‹•‹‰Ž› ›ƒ„‘—–ʹʹΨ Ψ‘ˆ–Š‡ ’ƒ”–‹…‹’ ’ƒ–• ƒ”‡ ‹ –Š‡ „‡‰‹ ‹‰ ‘ˆ –Š Š‡‹”  …ƒ””‡‡”• ƒ† ͵ ͵ͷΨ ™‘” ‡‹–Š‡” ƒ• ……‘—–  š‡…—–‹‹˜‡•‘”……‘—–ƒƒƒ‰‡”•ǡ™Š‹…Š Š‘”ƒŽŽ››ƒ”‡–Š‡‘ ‡•™‹–Šƒ–Ž‡ƒ•–ͶǦͳͲ›‡ƒ”•‘ˆ

Copyright © 2013. Diplomica Verlag. All rights reserved.

‡š’‡”‹‡‡…‡ǤThese e results, in i turn, are e an indica ation of the sample’ss reliabilittyǤ

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

43

Figu ure 23: Pa articipan nts' Curre ent Occup pational Role –”› ›Ž‡˜‡Ž’‘•‹–‹‘ 12.50%

……‘— —–š‡…—–‹˜‡ 22.5 50%  ƒƒ‰‡”Ȁ………‘—–ƒ ƒ‰‡”

16.20 0%

‡ƒ† †‘ˆ‘— —‹…ƒ–‹‘• 1 13.80% ‡‹‘ ‘”ƒƒ‰‡ ‡–’‘•‹–‹‹‘

10.0 00% 21.20% 3.80% %

‹”‡……–‘”Ȁ –Š‡””

N=8 80



About 16% of th he respond dents said they are rresponsiblle for the role r of a Director D Oǡ ™Š‹…Š ‹ †‹…ƒ–‡• –Š Š‡‹” ‡š’‡”‹‡‡…‡ ‹ –Š‡‡ ‹†—•–”› ƒ† –Š‡”‡‡„› increa ases the or CEO quality y of the re esearchǤ  –Š‡”  ‘……—’ ’ƒ–‹‘ƒŽ ”‘ ‘Ž‡• •’‡…‹ˆ‹‹‡† „› –Š‡ ’ƒ”–‹…‹’ƒ –• ™‡”‡ ‹˜‡”••‹–› ‡…–—””‡”ǡ †—…ƒƒ–‘” ‘” ””‘ˆ‡••‘”ǡ  †‹–‘” Ƭ  ‘Ǧ‘™‡” ‘ˆ ƒ ‡™ ™•’ƒ’‡”Ǣ ‘— —‹…ƒ–‹‘• ‘•—Ž–ƒ–ǡ  Ƭ ‘—‹…ƒ  ƒ–‹‘• ˆˆ‹……‡”ǡ ”‡•• Ž‡‡– ƒ† ˜‡–• ‘ˆˆ‹…‡”ǡƬƒ” ‡–‹‰‡•‡‡ƒ”…Š”‘ˆ‡‡••‹‘ƒŽǡ‘ ‘—‹…ƒ–‹‘•••‹•––ƒ–Ǥ Š‡“—‡•–‹‘ƒ‹”‡‡†‹†‘–ƒ••ˆ‘”ƒ ‡ǡƒ‰‡‘”…‘ ‘–ƒ…–†‡–ƒƒ‹Ž•„‡…ƒ—•‡‹–ƒ†Š‡”‡‡†–‘–Š‡ ‡–Š‹…ƒŽ •–ƒ†ƒ”†• ‘—–Ž‹‡†‹ –Š‡’”‡˜‹‹‘—••‡…–‹‘ ƒ†ƒŽ•‘ „‡…ƒ—•‡–Š Š‹•†ƒ–ƒ™‘ ‘—Ž†‘– Šƒ˜‡„‡‡‡‘ˆƒ›’ ’ƒ”–‹…—Žƒ”— —•‡ˆ‘”–Š‡”‡•‡ƒ”…ŠǤ  

Copyright © 2013. Diplomica Verlag. All rights reserved.

   

44

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

4.1.2.

RQ1: Impact of S Social Med dia on the P PR Industrry

Š‹• •‡‡…–‹‘ ‘ˆ –Š Š‡ •—”˜‡› ••–ƒ”–‡† ™‹––Š ƒ ‰‡‡”ƒƒŽ ƒ† •‘”– ‘ˆ ƒ ‹–”‘†—…–‘”› “—‡•–‹‘ “ ‹–‡”‡•––‡†‹ˆ‹†‹‹‰‘—–™Š Šƒ––Š‡”‘Ž‡‡‘ˆ•‘…‹ƒŽ ‡†‹ƒˆ‘” ƒ……‘”†‹ ‰–‘’”ƒ…––‹–‹‘‡”• ™ƒ•ǤŽŽ”‡•’‘†‡–•„—–‘‡‡ƒ‰”‡‡–Šƒƒ–SM has e enhanced tthe practicceǡ™Š‹…Š‹••‹†‡‡† „‡”Ǥ ƒ•‹‰‹ˆˆ‹…ƒ–—„

Fiigure 24:: Has Soccial Media a (includ ding Blogss) e enhanced d the PR Practice?? 1.2 20%

 ‡•  ‘ 98.80%

N = 80 8



Š‡”‡ ™ƒ• ™ ƒ ‘’––‹‘ƒŽ ˆ‹‡Ž† † ˆ‘” ’ƒ”–‹……‹’ƒ–• –‘ ŽŽ‡ƒ˜‡ …‘ ‡–• ƒ„‘— —– Š‘™ ‡šƒƒ…–Ž›  Šƒ• ƒ ’‘•‹–‹˜‡ ’ ‘”” ƒ ‡‰ƒ–‹˜ ˜‡ ‹’ƒ…– ‘ –Š‡ ’””ƒ…–‹…‡Ǥ ‡•’‘†‡–• Šƒ˜‡ ‹†‹‹…ƒ–‡† ƒ —„‡””‘ˆ’‘•‹–‹˜ ˜‡”‡ƒ•‘• ƒ†‘‡‡‰ƒ–‹˜‡•ȋ•‡‡‡ ‹‰—”‡ʹ ʹͷȌǤ ‰‡‡‡”ƒŽǡsociall media

Copyright © 2013. Diplomica Verlag. All rights reserved.

has “op pened up a whole wo orld of com mmunicatiion possib bilities.”





Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

45

‹‰—”‡ʹͷǣ‡ƒ•‘ •ˆ‘”ǯ•‘•‹–‹˜‡  ’ƒ…–‘ 

ŽŽ‘™•‡‰ƒ‰‡‡‡–ǡ ‹–‡”ƒ…–‹‘•ƒ† †‹‰ ”‡Žƒ–‹‘•Š‹’Ǧ„—‹Ž† ™‹–Š’—„Ž‹…• „‹Ž‹–›–‘•’‡ƒ †‹”‡…–Ž›–‘‘”™‹–Š •–ƒ‡Š‘Ž†‡‡”• ȋ…—•–‘‡”•ǡŒŒ‘—Ǧ ”ƒŽ‹•–•ǡ…Ž‹‡–•‡–…ǤȌ

ʹͶȀ͹ǡ ‹•–ƒ–ƒ‡‘—•ǡ ”‡ƒƒŽǦ–‹‡‹ˆ‘”ƒ–‹‘ 

—‹‹…”‡•’‘•‡‹• ’‘••‹„Ž‡ ȋ–™‘Ǧ™ƒ› …‘ ‘˜‡”•ƒ–‹‘•Ȍ

‡––‡”–ƒƒ”‰‡– ƒ—†‹‡…‡•”‡‡ƒ…Š„‘–Š ‘ƒŽ‘…ƒŽƒ †‰Ž‘„ƒŽ •…ƒŽ‡‡

‘•‹–‹˜‡ ’ƒ…–

ƒ•›ǡ†‹”‡…–ƒ……‡••––‘  ‡™ƒ†‘ˆ–‡Šƒ”† †Ǧ –‘Ǧ”‡ƒ…Š–Š”‘—‰Š –”ƒ†‹–‹‘ƒŽ‡†‹ƒ ƒ—†‹‡…‡•

—•–‘‡”•…ƒ‡‡ƒ•‹Ž› …‘‡…–™‹–Š Šƒ „—•‹‡••

‘™…‘•– …‘ ‘—‹…ƒ–‹‘–‘‘Ž•

‡™…‘—‹……ƒ–‹‘ …Šƒ‡Ž••

 

Copyright © 2013. Diplomica Verlag. All rights reserved.

    

46

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

Š‡ ƒ•‡† ƒ ™Šƒ–– • –Š‹  ƒ„‘—– •‘…‹ƒŽ • ‡†‹‹ƒǯ• –”—•–™‘”–Š‹‡•• ƒ• ƒ ƒ ‡™• …Šƒ‡Ž nd reliablle than tra ƒ„‘—– ͸ͲΨ ͸ „‡Ž‹‡˜ ˜‡ ‹– ‹• ‡˜‡‡ more accurate a an aditional sources s •—…Šƒ••‡™•’ƒ’‡‡”•ǡ‘””ƒƒ†‹‘Ǥ

Figurre 26: Acccuracy an nd Reliab bility of Social S Media in Com mparison to Tradittional Me edia (New wspaperss, TV, R Radio etc.)

41.2 20% 58 8.80%

Ž‡••ƒ………—”ƒ–‡ƒ†”‡Ž‹ƒ„Ž‡ ‘”‡ƒƒ……—”ƒ–‡ƒ†”‡Ž‹ƒ„Ž‡

N=8 80



Š‡ ‘’ ’–‹‘ƒŽ ‘’‡ “—‡•–‹‘ ‘ Š‡”‡ ™ƒ• ™ …‘…‡””‡† ™‹–Š –Š‡ ”‡ƒ•‘ ‘• ˆ‘” –Š Š‹•Ǥ Š‡ …‘‡‡–•‹†‹…ƒ––‡ƒ‹–‡”‡‡•–‹‰†‡„ƒƒ–‡™Š‡”‡ ƒ›respondents believe b tha at this is not ne ecessarily a definitte Yes/No o question nǡ „‡…ƒ—•‡‡ accuracy y and relliability depend d rather on n the sourrce itselfǤ –Š‡”•ǡ‘––Š‡‘–Š‡”Šƒƒ†ǡ•—‰‰‡••––Šƒ–SM is more trustw worthy beccause of the high h amountt of firstt-hand, qu uick and direct inform mationǤ†† †‹–‹‘ƒŽ”‡ƒƒ•‘•ˆ‘”„‘ ‘–Š‡•ƒ† †‘ƒ”‡‹ŽŽ— —•–”ƒ–‡†‹  ‹‰—”‡ʹ͹ǤǤ  

Copyright © 2013. Diplomica Verlag. All rights reserved.

    



Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

47

‹‰—”‡ʹ͹ǣ……—”ƒ…›ƒ†‡Ž‹‹ƒ„‹Ž‹–›‘ˆ‘…‹ƒŽ‡†‹‹ƒ

Ȉ ‡”•‘ƒŽ‡š’‡”‹‡ …‡•ƒ†Š‘ ‘‡•–‘’‹‹‹‘•ƒ”‡ Š‹‰ŠŽ›–”—•–‡†Ǥ •Šƒ”‡†ǡǡ™Š‹…Šƒ”‡‡‘”ƒŽŽ›Š ‘”‡ Ȉ ”‹‰‹ƒƒŽ‹ˆ‘”ƒ–‹‘ˆ”‘ƒ ‹†‹˜‹†—ƒƒŽǤ ƒ……—”ƒ–‡ƒ† Ȉ ƒ‡ƒ••‹Ž›…Š‡…ƒƒ†ˆ‘ŽŽ‘™•‘—”…‡•„‡…ƒ—•‡–Š‡› › ”‡Ž‹‹ƒ„Ž‡ ‘ˆ–‡’”‘˜‹†‡Ž‹ •Ǥ

Ȉ ›‘‡‡…ƒ…”‡ƒ–‡‡ƒ†’—„Ž‹‹•Š…‘–‡––Ǥ Ȉ …‘””‡‡…–ǡ‘–”‡‰‰—Žƒ–‡†ƒ† †Ȁ‘”—˜‡”‹ˆ‹ƒ„Ž‡ ‹ˆ‘”ƒ–‹‘‘””— —‘—”•‡ƒ•‹Ž›…”‡ƒ–‡†ƒ† •’”‡ƒ†Ǥ ‡•••ƒ……—”ƒ–‡ Ȉ ‘ˆ‹Ž–‡‡”‹‰‘”˜‡–––‹‰ƒ•‹–‹••‘”ƒŽŽ›™‹–Š ƒ† †”‡Ž‹ƒ„Ž‡ –”ƒ†‹–‹‘ ‘ƒŽ‡†‹ƒǤ Ȉ ‡••–‹ ‡–‘…Š‡… ˆ‘”ˆƒ…–•ǡ„‡…ƒ—•‡‹–ƒŽŽ •’”‡ƒ†•‡š–”‡‡ ›ˆƒ•–ƒ†‡˜‡”›™Š‡””‡Ǥ      

Copyright © 2013. Diplomica Verlag. All rights reserved.

   



48

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

Š‡ˆ‹ ƒ…‹ƒŽ ’‡”••’‡…–‹˜‡‘ˆˆ–Š‡ —•ƒ‰‡‡‘ˆ•‘…‹ƒŽ  ‡†‹ƒ‹•‘ˆˆ ’ƒ”–‹…—Žƒ”” ‹’‘”–ƒ …‡ ˆ‘”ƒ —„‡””‘ˆ…‘’ƒƒ‹‡•ǡ‡•’‡……‹ƒŽŽ›‹–‹ ‡•‘ˆ‡…‘ ‘‹……”‹•‹•‘””‡…‡••‹‘ǤŠ‡ ƒŒ‘”‹–› ‘ˆ–Š‡’ ’ƒ”–‹…‹’ƒ–••ȋ͹͹ǤͷͲΨȌȌ•–ƒ–‡†–Šƒƒ–SM activ vities are much m more e cost effecctive ˆ‘” †‡˜‡Ž‘’ ’‹‰”‡Žƒ–‹‘ ‘•Š‹’•™‹––Š˜ƒ”‹‘—•’ ’—„Ž‹…•‹……‘–”ƒ•––‘–”ƒ†‹–‹‘ƒŽŽ‡†‹ƒǤ

Figure e 28: Cost Effectiv veness off Social Media M Acttivities for Developing Relationsh hips with h Variouss Organissational Publics

22 2.50% Ž‡••…‘••–‡ˆˆ‡…–‹˜‡‡ ‘”‡……‘•–‡ˆˆ‡…–‹˜ ˜‡ 77.50%

N = 80 8



ƒ”–‹…‹’ ’ƒ–• ƒ†˜‘ ‘…ƒ–‡ –Š‹• cost c effectiiveness  ƒ‹Ž› „‡…ƒ—•‡ social media is cutting edge, ccan be ussed anytim me and anywhere, a dience rea ach and allows better aud interacctions and d often pub blics come e to you.  ‘™‡˜‡”ǡ ƒ›  ‹†‹……ƒ–‡ –Šƒ– –Š Š‹• ‹• •‘ only if done righ htǡ ™Š‹…Š ‹  –—” ”‡“— —‹”‡• ƒ Ž‘– ‘ˆ ‡ˆˆ‘”–ǡ“ “—ƒŽ‹ˆ‹‡† ’‡”•‘‡Ž ƒƒ† –‹‡ ȋDz–‹‡ ‹• ‘‡›dzdzȌǡ ƒ† –Šƒƒ– ‹– ˜‡”› —…Š  depe ends on th he industry, campa aign, its

Copyright © 2013. Diplomica Verlag. All rights reserved.

objectiives and pu ublics.

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

49

4.1.3.

RQ2: Social S Med dia Usage by b PR Profe fessionals

Š‡‡šš–•‡…–‹‘‘ ‘ˆ–Š‡“—‡••–‹‘ƒ‹”‡™ ™ƒ•…‘…‡””‡†™‹–Š––Š‡”ƒ–‡‘ˆ —•ƒ‰‡„ „›• ƒ† –Š‡‡ ƒ†‘’–‹‘ ‘ˆ –‘‘Ž•ˆ‘ ‘” ƒ…–‹˜˜‹–‹‡•ǤPracttitioners rank r Faceb book as th he most importtant sociall media ch hannel forr organisattional PR efforts Ȃ ƒŽ‘•– ƒ ͵ͲΨ Ψ •Šƒ”‡ –Š‹• ‘’ ’‹‹‘Ǥ ‘ •‹†‡”‹‰ –Šƒ– ƒ…‡„‘ ‘‘ Šƒ• …ƒƒǤ ͺͷͲ ‹ŽŽ‹‘ ƒ…–‹˜‡‡ —•‡”• ȋ ƒƒ…‡„‘‘ ‡™•”‘ ‘‘ǡʹͲͳʹȌȌ–Š‹•‹•‘––—…Š‘ˆƒ•—”’”‹•‡Ǥ

Figu ure 29: Im mportancce of Sociial Media a Platform ms in Prioritty Order for the Overall O Orrganisatiional PR Efforts Ͷ ͵ǡͷ

Ž‘‰‰‰‹‰

͵

ƒ…‡„ „‘‘

ʹǡͷ ʹ

‹…”‘ ‘Ǧ„Ž‘‰‰‹‰ȋ‡Ǥ‰Ǥ™‹––‡‡”Ȍ

ͳǡͷ ͳ

‹‡‡† 

Ͳǡͷ Ͳ

N=8 80

‹†‡‘ ‘•Šƒ”‹‰ȋ‡‡Ǥ‰Ǥ‘——„ „‡Ȍ Žƒ–ˆ‘””



Significcant roles play micrro-bloggin ng platform ms•—…Šƒ• ™‹––‡”ǡ…Ž‘•‡Ž›ˆ‘ŽŽ‘ ‘™‡†„› bloggin ngƒ…–‹˜‹–‹‡‡•ǤLeast im mportant for f PROs h here are L LinkedIn and Video sharing s channe els•—…Šƒ•‘——„‡ǡ™ ™Š‹…Š‹†‡‡‡†‹•‘–— ——•—ƒŽ„‡……ƒ—•‡‹‡‡† ƒ‹Ž› ›•‡”˜‡• ƒ• ƒ „— —•‹‡•• …‘ –ƒ…– ‡–™ ™‘”ǡ ™Š‡”‡‡ƒ• ‘——„ „‡ ‹• ‘ˆ–‡  ƒ ‡–‡”––ƒ‹‡– ’Žƒ–ˆ‘” ’ ȋ•‡‡ „‡‡Ž‘™ȌǤ ‹––‡”‡•–ͳͲǡ ‘Ž‹‡ ‡™ ™•’ƒ’‡”•ǡ ‘—”•“—ƒ”‡‡ͳͳǡ ’Š‘–‘ •Šƒ”‹‰ •‹–‡ ȋ‡Ǥ‰Ǥ Copyright © 2013. Diplomica Verlag. All rights reserved.

Ž‹…”ͳʹʹȌǡ…‘’ƒ› ›™‡„•‹–‡ǡ —‘”ƒͳ͵ƒ †Ž‹†‡•Šƒƒ”‡ͳͶƒ”‡‘––Š‡”…Šƒ ‡Ž•–Šƒ–ƒ………‘”†‹‰ –‘’ƒ”–‹‹…‹’ƒ–•ƒ”‡‡‹’‘”–ƒ –ˆ‘”–Š‡‘””‰ƒ‹•ƒ–‹‘ ƒŽƒ…–‹˜ ˜‹–‹‡•Ǥ

ͳͲ™™™Ǥ’ ’‹–‡”‡•–Ǥ…‘ 

ͳͳ™™™Ǥˆˆ‘—”•“—ƒ”‡Ǥ…‘ ‘ ͳʹ™™™ǤˆˆŽ‹…”Ǥ…‘

ͳ͵™™™Ǥ“ “—‘”ƒǤ…‘

ͳͶ™™™Ǥ• •Ž‹†‡•Šƒ”‡Ǥ‡‡–

50

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

Š‡ ‡š– –™‘ “—‡‡•–‹‘• •‘— —‰Š– –‘ ‹†‡‡–‹ˆ› –Š‡ d differencess in sociall media ussage by PROs in n their wo orking actiivities‘––Š‡‘‡Šƒ †and in their t free time‘–Š Š‡‘–Š‡”Ǥ ••Š‘™ ™‹–Š‡ˆˆ‘ŽŽ‘™‹‰–™ ™‘ˆ‹‰—”‡••ǡpractitio oners use F Facebook and Twittter very frequently in botth occasio onsȂƒŽ‘••–ͶͶΨƒ† ‹–—•‹‰ ƒ…‡„‘‘ƒ †ͷͷΨ™ ™‹––‡”ƒ– ™‘”ƒ†…ƒǤ͸ʹΨ Ψƒ†ͶͷΨ ”‡•’‡…–‹˜‡‡Ž›ƒ”‡ƒ…–‹˜˜‡–Š‡”‡‹–Š‡‹”•’ƒ””‡–‹‡Ǥ••—”’”‹•‡ Š‡”‡™ƒƒ•–Šƒ–blogging appears to be a least fav vourite an nd utilised activity Ȃ …ƒǤʹͺΨ „Ž‘‰ •‘ ‘‡™Šƒ– ‹ ˆ”‡“—‡–Ž› › ƒ– –Š‡ ‘ˆˆˆ‹…‡ ƒ† ʹͷΨ ‡˜‡” †‘ ‹ –Š‡‹”” ˆ”‡‡ –‹‡‡ǡ ™Š‹…Š …‘–”ƒ† †‹…–• –‘ –Š‡‡ ˆƒ…– –Šƒ– „ „Ž‘‰‰‹‰ ‹•• …‘•‹†‡”‡‡† ‘‡ ‘ˆ ––Š‡ ‘•– ‹ ’‘”–ƒ– ƒƒ…–‹˜‹–‹‡• ˆ‘” –Š‡‡ ‘”‰ƒ‹•ƒ––‹‘ƒŽ  ‡ˆˆ‘”–• ‡ ƒ• ‹†‹…ƒ–‡† ƒ„‘˜‡Ǥ  • ƒ”‡ no ot that acctive on YouTub be ‡‹–Š‡”Ǥ –‡”‡•–‹‰‰Ž›ǡ practittioners arre using LiinkedIn more m at home (ca. 40%) than t at wo ork (30%)Ǥ

Figure e 30: Frequency of o Social M Media Platforms Usage o-Day Wo orking Acctivities in PROs' Day-to ͳͲͲΨ ͻͲΨ ͺͲΨ ͹ͲΨ ͸ͲΨ ͷͲΨ ͶͲΨ ͵ͲΨ ʹͲΨ ͳͲΨ ͲΨ

‡˜‡” ‹ˆ”‡“—‡–Ž› •‘‡™Š Šƒ–‹ˆ”‡“— —‡–Ž› •‘‡™Š Šƒ–ˆ”‡“—‡ –Ž› ˜‡”›ˆ”‡‡“—‡–Ž›

Copyright © 2013. Diplomica Verlag. All rights reserved.

N = 80 8

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,



51

Figure e 31: Frequency of o Social M Media Platforms Usage in PR ROs' Free Time ͳͲͲΨ ͻͲΨ ͺͲΨ ͹ͲΨ

‡˜‡”

͸ͲΨ

‹ˆ”‡“—‡‡–Ž›

ͷͲΨ ͶͲΨ

•‘‡™Š Šƒ–‹ˆ”‡“— —‡–Ž›

͵ͲΨ

•‘‡™Š Šƒ–ˆ”‡“—‡ –Ž›

ʹͲΨ

˜‡”›ˆ”‡‡“—‡–Ž›

ͳͲΨ ͲΨ

N = 80 8  Š‡Žƒ••–“—‡•–‹‘ –”‹‡†–‘…””‡ƒ–‡ƒŽ‹ –‘–Š‡’”‡‡˜‹‘—•–™‘ “—‡•–‹‘• ƒ†–‘ƒƒ‡…Ž‡ƒ” ™Šƒ––Š Š‡”‡ƒ•‘•ˆ‘”–Š‡‡–‹‘‡†”ƒ–‡‘ˆ—••ƒ‰‡ƒ„‘˜‡™‡”‡ǤŠ‡Š‹‰Šƒ…–‹˜‡‡••‹ Facebo ook‹’”ƒ……–‹–‹‘‡”•ǯˆˆ”‡‡–‹‡…ƒƒ„‡‡š’Žƒƒ‹‡†„›–Š‡‡ˆƒ…––Šƒ–––Š‡›”ƒ–Š‡””—•‡–Š‡ ‡–™‘””ˆ‘”socia al interactiions with friends f an nd familyȂƒŽ‘•–ͺͶΨƒ†‹––‘ ‘†‘•‘Ȃ ‘”–‘•Š Šƒ”‡ƒ†…””‡ƒ–‡…‘–‡–ȋ…ƒǤͶ͵Ψ ΨȌǤTwitterrǡ‘–Š‡‘––Š‡”Šƒ†ǡ––Š‡›—–‹Ž‹•‡‡to stay up-to-d date with for exam mple newss and tren nds ȋ…ƒǤ ͸͵ΨȌǡ to enhance e business relations with e.g. clients or o journallistsȋ…ƒǤͷ͹ ͹ΨȌ‘”–‘••Šƒ”‡ƒ†……”‡ƒ–‡…‘––‡–ȋ…ƒǤ ͷͲΨȌǤ Ž‘•–  ͹ʹΨ Ψ ƒ†‹– –Š Šƒ– Linked dIn is a pllatform th hat helps enhance e business

Copyright © 2013. Diplomica Verlag. All rights reserved.

relations.‘——„ „‡–Š‡›ȋ…ƒƒǤͶͲΨȌ—–‹ŽŽ‹•‡ˆ‘”•Šƒ””‹‰ƒ†…””‡ƒ–‹‰…‘–‡–Ǥ

52

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

Figurre 32: Pu urposes of o Social M Media Pla atforms Usage U ͻͲǡͲͲΨ Ψ ˆ‘”•‘…‹ƒŽ‹ –‡”ƒ…–‹‘•™ ™‹–Š ˆ”‹‡†•ƒ†ˆƒ‹Ž›

ͺͲǡͲͲΨ Ψ ͹ͲǡͲͲΨ Ψ

–‘•–ƒ›—’Ǧ––‘Ǧ†ƒ–‡ȋ‡Ǥ‰Ǥ™ ™‹–Š –”‡†•ǡ‡™ ™•‡–…ǤȌ

͸ͲǡͲͲΨ Ψ –‘‘‹–‘”……‘’‡–‹–‹‘

ͷͲǡͲͲΨ Ψ ͶͲǡͲͲΨ Ψ

–‘‡Šƒ…‡„—•‹‡••”‡Žƒƒ–‹‘• ȋ‡Ǥ‰Ǥ™‹–Š…Ž‹‡–•ǡŒ‘—”ƒŽ‹•–• ‡–…ǤȌ

͵ͲǡͲͲΨ Ψ

–‘…”‡ƒ–‡ƒ †Ȁ‘”•Šƒ”‡……‘–‡–

ʹͲǡͲͲΨ Ψ ͳͲǡͲͲΨ Ψ ͲǡͲͲΨ Ψ

ƒ‘–ƒ…––‹˜‡–Š‡”‡

ƒ…‡„‘‘  ‘‘‰Ž‡Ϊ

‹‡† 

™‹––‡”

‘ ‘——„‡

N = 80



‹–‡”‡•–‹‰ˆƒ…–‹•–Šƒ–‡˜‡–Š‘—‰ŠGoogle+Š Šƒ•„‡‡ƒ”‘ ‘—†ˆ‘”ƒŽŽ‘•–ƒ›‡ƒƒ”ǡPROs opted it – 70% 7 are not n active tthere at alllǤ‘–Š‡” ’‡…—Ž‹ƒ”ˆ‹†‹‰‹• have sttill not ado –Šƒ– ƒ’ ’’ƒ”‡–Ž› PR P professionals arre not rea ally using SM platfo orms to monitor m competitionȂ‘ Ž›ƒ„‘—–͵Ͳ ͲΨƒ†‹–––‘†‘•‘Œ—••–‹™‹––‡‡”‘” ƒ…‡„‘ ‘‘Ǥ    

Copyright © 2013. Diplomica Verlag. All rights reserved.

   

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

53

4.2.

Qualitative Data Findings

The qualitative data was analysed using the free, open-source software Weft QDA …Š‘•‡ „‡…ƒ—•‡ ‘ˆ ‹–• ‡ƒ•‡ ‘ˆ —•‡ǡ ™Š‹…Š ™ƒ• ƒ ‹’‘”–ƒ– ‹••—‡ ˆ‘” –Š‡ ”‡•‡ƒ”…Š‡” ™‘”‹‰ ™‹–Š •—…Š •‘ˆ–™ƒ”‡ ˆ‘” –Š‡ ˆ‹”•– –‹‡ǡ ƒ† „‡…ƒ—•‡ ‹– ‹…Ž—†‡• •‘‡ •–ƒ†ƒ”† ͳͷˆ‡ƒ–—”‡• ȋ ‡–‘ǡ ʹͲͲ͸ȌǤ It was decided upon using such a programme also because of the large amount of qualitative data that was collected ȋ•‡‡ ’’‡†‹š ͶȌǤ ††‹–‹‘ƒŽŽ›ǡ –Š‡ Ž‹‡ ‡š– ƒŽ›•‹• ‘‘Ž ™ƒ• —•‡† Š‡”‡ –‘‘ ˆ‘” ƒ ˆƒ•–ǡ „”‘ƒ†’‡”•’‡…–‹˜‡‘–Š‡ƒ––‡”•Ǥ Š‡ first step here was data editing and reductionǡ ™Š‡”‡ †ƒ–ƒ ™ƒ• •‡Ž‡…–‡† ƒ† …‘†‡†ǡ ™Š‹…Š Š‡Ž’‡† †”ƒ™‹‰ ‡ƒ‹‰ˆ—Ž …‘…Ž—•‹‘• „› identifying patterns and relationships between perceptions ȋ‡ƒ”ƒ ƒ† ‘—‰‹‡ǡ ʹͲͲͻȌǤ Data was then systematically segmented into categories around the main RQs so that it could be easily as well as thematically analysed and comparedȋ‘‘”‡ǡʹͲͲ͸ȌǤ 4.2.1.

Participants’ Profile

• †‹•…—••‡† ‹ –Š‡ ‡•‡ƒ”…Š ‡–Š‘†‘Ž‘‰›ǡ UK PR professionals from various industries, educational backgrounds and current occupational roles™‡”‡–ƒ”‰‡–‡† ȋˆ‘” ‘”‡ ‹ˆ‘”ƒ–‹‘ ‘ ‡ƒ…Š ’ƒ”–‹…‹’ƒ– •‡‡ ’’‡†‹š ͶȌǤ  ‰‡‡”ƒŽǡ ƒŽ‘•– ƒŽŽ ’ƒ”–‹…‹’ƒ–• Šƒ˜‡ ƒ†‡ ƒ „‹‰ …‘–”‹„—–‹‘ –‘ –Š‡ ‹†—•–”› †—”‹‰ –Š‡‹” ›‡ƒ”• ‘ˆ ™‘” ‡š’‡”‹‡…‡ Ȃ ˆ‘” ‡šƒ’Ž‡ ‘„ ”‘™ ‹• ƒ—–Š‘” ‘ˆ –Š‡ „‘‘ Dz ƒ† –Š‡ ‘…‹ƒŽ ‡„dzǡ ™Š‹…Š ™ƒ• ‹–‡•‹˜‡Ž› ”‡ˆ‡”‡…‡† ‹ –Š‡ Ž‹–‡”ƒ–—”‡ ”‡˜‹‡™ǡ •‘ ™ƒ• Ž‹•‘ Š‡ƒ‡”ǯ• ȋƒ‘–Š‡” ‹–‡”˜‹‡™‡‡Ȍ DzŠ‡ —„Ž‹… ‡Žƒ–‹‘• ƒ†„‘‘dzǡ ƒ ˆ—†ƒ‡–ƒŽ ”‡ƒ† ‹  •–—†‹‡•Ǥ 

Copyright © 2013. Diplomica Verlag. All rights reserved.

   



ͳͷ‘’—–‡”ƒ••‹•–‡†“—ƒŽ‹–ƒ–‹˜‡†ƒ–ƒƒƒŽ›•‹••‘ˆ–™ƒ”‡

54

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

‹‰—”‡͵͵ǣ –‡”˜‹‡™ƒ”–‹…‹’ƒ–•……‘”†‹‰–‘—””‡–……—’ƒ–‹‘ƒŽ‘Ž‡

 4.2.2.

RQ1: Impact of Social Media on the PR Industry

 ‘”†‡” –‘ ˆ‹† …‘’”‡Š‡•‹˜‡ ƒ•™‡”• ƒ„‘—– Š‘™ ‡šƒ…–Ž› –Š‡ ‡‡”‰‡…‡ ‘ˆ •‘…‹ƒŽ ‡†‹ƒƒŽ–‡”‡†–Š‡ˆ‹”•–ˆ‘—”“—‡•–‹‘•ˆ‘…—•‡†‘–Š‡ˆ‘ŽŽ‘™‹‰…ƒ–‡‰‘”‹‡•ǣ ‹‰—”‡͵Ͷǣƒ‹ƒ–‡‰‘”‹‡•ˆ‘”ͳ  

Ǥ‘…‹ƒŽ‡†‹ƒ̵•‹’ƒ…–‘ Ǧ ’‘•‹–‹˜‡‘”‡‰ƒ–‹˜‡

  

Ǥ‹ˆˆ‡”‡…‡•„‡–™‡‡ –”ƒ†‹–‹‘ƒŽƒ†ʹǤͲ RQ1

Ǥ‘…‹ƒŽ‡†‹ƒ̵• ‘’’‘”–—‹–‹‡•ǡƒ†˜ƒ–ƒ‰‡• ƒ††‹•ƒ†˜ƒ–ƒ‰‡•

Ǥ‘…‹ƒŽ‡†‹ƒ̵•‡ˆˆ‡…–‘ –Š‡ƒ”‡–‹‰‹š

Copyright © 2013. Diplomica Verlag. All rights reserved.

 Š‡”‡ ™‡”‡ two opposite opinions of practitioners about issue I. ‘‡ „‡Ž‹‡˜‡ SM has changed PR to “an absolutely massive extent”ǡ„‡…ƒ—•‡Dz•‘…‹ƒŽ‡†‹ƒŠƒ•‘’‡‡† ƒŠ—‰‡ƒ‘—–‘ˆ…Šƒ‡Ž•ˆ‘”—•ǡ‹–Šƒ•‹–”‘†—…‡†ƒŽ‘–‘ˆ‡™ƒ—†‹‡…‡•–Šƒ–™‡™‘—Ž† ‘–Šƒ˜‡„‡‡ƒ„Ž‡–‘‡‰ƒ‰‡™‹–Š„‡ˆ‘”‡Ǣ‹–Šƒ•‡ƒ„Ž‡†’”‘ˆ‡••‹‘ƒŽ•–‘Ǯ‰‘‰Ž‘„ƒŽǯ ‹ –‡”• ‘ˆ ”‡ƒ…Š ƒ†‹ˆŽ—‡…‡dz ȋ’’‡†‹š Ͷǡ –‡”˜‹‡™ ͶȌ ƒ† Šƒ• ƒ†‡ –Š‡ ‹†—•–”› Dz‘”‡ ”‡ƒ…–‹˜‡ –Šƒ ‡˜‡” „‡ˆ‘”‡dz ȋ’’‡†‹š Ͷǡ –‡”˜‹‡™ ͸ȌǤ –Š‡”• ƒ”‰—‡ –Šƒ– it has

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

55

simply y provided d new ch hannels an nd tools for the practice, p but PR remains r fundam mentally th he same.  ”‡‰ƒ”†••–‘–Š‹•ǡŽŽ‹•‘Š‡ƒ ‡”•ƒ‹†ǣ“IIf you were doing good PR P before that t [SM], it doesn’t make a difference. For good PR people e digital change es nothing g” ȋ’’‡† †‹š Ͷǡ –‡”˜‹‡™ ͷȌǤ ‡˜‡”–Š‡Ž‡‡••ǡ ƒŽŽ ƒ‰””‡‡ –Šƒ– –Š Š‡”‡ ƒ”‡ …Šƒ‰‡•ǡ’‘•‹–‹˜‡ƒ•™‡ŽŽƒ• ‡‰ƒ–‹˜‡ǡƒ•••Š‘™‹ƒ„Ž‡ͳ͵Ǥ ƒ„Ž‡ͳ ͳ͵ǣ‘•‹–‹˜‡‡ƒ†‡‰ƒ––‹˜‡Šƒ‰‡‡•ˆ‘”†— —‡–‘

P Positive

Negativ ve

Ȉ ’”‘˜‹†‡• ‡™ǡ†‹•‹–‡‡”‡†‹ƒ–‡† † ‘”‰ƒ‹•ƒ–‹‘•–‘ …Šƒƒ‡Ž•ˆ‘”‘ ‹–‡‡”ƒ…–‹’‡””•‘ƒŽ™ƒ›••™‹–Š ™Š‘ ‘Ž‡‰”‘—’•‘ˆ’‡‘’Ž‡Ǥ Ȉ ‡ †‹‰‡••ƒ‰‡•™‹–Š‘ ‘—–”‡Ž›‹‰ ‘––”ƒ†‹–‹‘ƒŽ‡†‹ƒ–‘……ƒ””›‹–ˆ‘” ›‘— —‹•‘™’‘••‹„Ž‡Ǥ Ȉ Šƒ•Š‡Ž’‡† †‡‰ƒ‰‹‰‹ƒ †‹ƒŽŽ‘‰—‡Ǥ Ȉ ’’ ’‘”–—‹–‹‡••–‘”‡ƒ…Š ‡™ ƒ—† †‹‡…‡•ǡŽ‘……ƒŽŽ›ƒ†‰Ž‘ ‘„ƒŽŽ›Ǥ Ȉ ’’ ’‘”–—‹–‹‡••–‘–ƒŽ†‹””‡…–Ž›™‹–Š ”ƒ–Š Š‡”–Šƒ–‘ ‘’—„Ž‹…•ƒ †–‘Ž‹•–‡ –‘™ ™Šƒ––Š‡›ƒƒ”‡•ƒ›‹‰Ǥ Ȉ ’’ ’‘”–—‹–‹‡••–‘‘”‡‡ƒƒ•‹Ž›‰‡– …—••–‘‡”ǯ•ˆ‡‡‡†„ƒ…Ǥ Ȉ ‹ ‡ƒ†Ž‘…ƒƒ–‹‘†‘‘––ƒ––‡”Ǥ Ȉ ˜‡‡”›–Š‹‰‹•—…Š“—‹… ‡”ǡ‡˜‡ ‹•––ƒ–ƒ‡‘—••Ǥ Ȉ † †‹˜‹†—ƒŽ•…ƒƒ•Šƒ”‡–Š‡‡‹”‘™ …‘ –‡–Ǥ Ȉ ”‡‡ƒ–‹–‡”ƒŽŽ…‘—‹……ƒ–‹‘–‘‘ŽǢǢ ‡’ ’Ž‘›‡‡•…ƒ ‡‰ƒ‰‡™ ™‹–Š ‘”‰‰ƒ‹•ƒ–‹‘•Ǥ

Ȉ ˜‡”›–Š‹ ‰‹•’—„Ž‹…‘™Ǣ–Š‡”‡‡‹• ‘™Š‡”‡––‘Š‹†‡Ǥ Ȉ ƒŒ‘”†‡ ƒ†‹‰ƒ † —ˆ‘”‰‹˜ ˜‹‰ ƒ……‘—–ƒ„ „‹Ž‹–‹‡•‹ˆ›‘ ‘—‡˜‡”ƒ‡ƒ ‹•–ƒ‡Ǥ Ȉ ‡’—–ƒ–‹‘ ‘‹••—‡•Ȃ ‹ˆ•‘‡–Š‹ ‰ †‘‡•‘–‰‰‘™‡ŽŽǡ‹–™ ™‹ŽŽ•’”‡ƒ† ™‹Ž†Ž›ƒ† †ˆƒ•–‘ Ǥ Ȉ ‘…‘–”‘ ‘Ž‘˜‡”•‘…‹ƒŽ‡†‹ƒǤ Ȉ Ž‘–‘”‡‡†‹ˆˆ‹…—Ž–––‘ƒƒ‰‡‹‹••—‡• ƒ†…”‹•‹•••‹–—ƒ–‹‘•Ǥ Ȉ ˜‡”›‘‡…ƒ‘™„‡ƒ’—„Ž‹•Š Š‡”ǡ †Œ‘—”ƒŽ‹•––Ǧ ‘”‡ ‡†‹–‘”ƒ† ‹ƒ……—”ƒ……‹‡•Ǥ Ȉ Šƒ•”‡‡’Žƒ…‡†ˆƒ…‡‡Ǧ–‘Ǧˆƒ…‡ …‘—‹…ƒ–‹‘ƒŽ‹–––Ž‡„‹–Ǥ



Copyright © 2013. Diplomica Verlag. All rights reserved.

”‘ ƒ ƒ „—•‹‡••• ’‡”•’‡…–‹‹˜‡ “sociall media h has chang ged the way w organiisations interacct with th heir stakeh holdersǥ –Š‘•‡ •–ƒ ‡Š‘Ž†‡”• Š‘Ž† –Š‡  –‘ ƒ……‘— —– ˜‡”› ’—„Ž‹…Ž› › ƒ† –‘ ƒŽŽŽ ’ƒ”–• ‘ˆ –Š‡ ™‘”Ž† ƒ– ƒ› –‹ ‡ǤǤǤ PR ha as a majorr advisory role –‘ ‡ƒ„Ž‡ •‡‹‘” ƒƒƒ‰‡”• –‘ —†‡”•–ƒ† † Š‘™  ™‘”•ǡ ™Š Š› –Š‡› …ƒ ‘– ‹‰‘”‡ ‹– ƒ† ™ʹȌǤ ™Šƒ–‡‡™‘„Ž‹‰ƒ–‹‹‘•‹–Žƒ›•‘–Š‡dzȋȋ’’‡†‹šͶǡ –‡”˜‹‡™

56

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

Š‡ƒƒ•‡†ƒ„‘— —–‹••—‡ ǡŠ‡ŽŽ‡› Ž‡‡–…Š‡”•Šƒ””‡†Š‡”˜‹‡™ ™ȋ’’‡† †‹šͶǡ –‡”˜ ˜‹‡™͹Ȍǡ ™Š‹…Š˜ ˜‡”›—…Š•—ƒ”‹•‡‡†–Š‡†‹ˆˆ‡‡”‡…‡•„‡––™‡‡ ‘™ƒ†–Š‡‡ƒ•ˆ‘ŽŽ‘™ ™•ǣ The main difference d is the imm mediacy of p published content. c H Historically a story c could breakk, but may take a few hours to m make TV or radio, r depeending on th he story, n now, with most peoplle owning smart s phon nes and usiing social networking n g sites, a s story can be published d within miinutes of it h happening,, just look at a the Hudson River a aeroplane a the M5 and 5 crash. The first pictu ures and foo otage weree from peop ple in the m midst of thee story, nott journalistss. ƒ„Ž‡ͳ ͳͶǣ‡›‹ˆˆˆ‡”‡…‡•„‡‡–™‡‡”ƒƒ†‹–‹‘ƒŽ ƒ†ʹǤͲ

Then

Now

Ȉ ‡‡Ǧ™ƒ›–‘’† †‘™ …‘ —‹…ƒ–‹‘ ‘Ǥ Ȉ ƒ‹‹Ž›ƒ„‘—– ‡†‹ƒ”‡Žƒ––‹‘•Ǥ Ȉ ‡Ž‹‡†‘–”ƒ† †‹–‹‘ƒŽ‡† †‹ƒ–‘ …ƒ””›‘—–›‘—””‡••ƒ‰‡Ǥ Ȉ —••Š‹‰‡••ƒ‰‡•‘—–Ǥ Ȉ ‘ –‡–™ƒ• ƒ‹Ž›–‡•–ȋ’”‡•• ”‡Ž‡‡ƒ•‡•Ȍƒ†‹ƒ‰‡•Ǥ Ȉ ƒ† †‡™••–‘””›ˆ‘”ƒ …‘ ’ƒ›Ȁ…Ž‹‡–™‘—Ž†Š Š‹––Š‡‡š– †ƒ› ›ǡ‰‹˜‹‰ •–‹‡–‘–Š‹ ƒ„‘ ‘—–ƒƒ‰‹‰–Š‡•‹–—ƒƒ–‹‘ƒ† ™Šƒƒ––‘†‘–‘…‘„ƒ–‹–Ǥ

Ȉ ™‘Ǧ™ƒ›ƒƒ†‡…‘’ ’ƒ••‡• ˆˆ‡‡†„ƒ…ƒ††‹ƒŽ‘‰—‡Ǥ Ȉ ‡ƒ…Š‹‰

”—‹‰ǯ•Ǯ‡šš…‡ŽŽ‡–ǯ Ȃ ––™‘Ǧ™ƒ›•› ›‡–”‹…Ǥ Ȉ ‡†‹ƒ‹•”‹……Š‡”ƒ† ‘”‡ † †‹•–”‹„—–‡† †Ǥ Ȉ ‘”‡˜‹†‡‘ ‘ƒ†Ž‹‡† †…‘–‡–Ǥ Ȉ ‹”‡…–…‘ —‹…ƒ–‹‘ ™‹–Š–ƒ”‰‰‡– ƒƒ—†‹‡…‡•‹‹•’‘••‹„Ž‡ǤǤ Ȉ ‡••‘”‡‰‰‹‘ƒŽǡƒ–‹‘ƒŽ‘” ‹‹–‡”ƒ–‹‘ ƒŽǦ ‹•‰‰Ž‘„ƒŽǤ Ȉʹ ʹͶȀ͹…‘˜‡””ǡ‹•–ƒ–ƒ ‡‘—• ‹‹ˆ‘”ƒ–‹‘ƒ†…‘ —‹…ƒ–‹‘ Ǥ Ȉ

”‡ƒ–‡”‘’’‘”–—‹–›ˆˆ‘””‡•‡ƒ”…Š ŠǤ 

……‘”†‹‰ –‘ Š‡‡ŽŽ‡› Ž‡–…Š Š‡” ȋ’’‡ †‹š Ͷǡ ––‡”˜‹‡™ ͹Ȍ •‘…‹ƒŽ ‡†‹ƒ ’”‘˜‹† †‡† ‹ ƒ ™‹‰‘’’‘””–—‹–‹‡•ˆ‘””ǣ —–•Š‡ŽŽŽ–Š‡ˆ‘ŽŽ‘™

Copyright © 2013. Diplomica Verlag. All rights reserved.

•

– –‘–ƒ‹Ž‘”›‘ ‘—”‡••ƒ‰‰‡–‘›‘—” ƒ”‡–ǡ‡‰‰ƒ‰‡™‹–Š––Š‡ǡ„—‹Ž† †”‡Žƒ–‹‘•Š Š‹’•ƒ† „ „—‹Ž†…—•–‘ ‘‡”ƒ†„”ƒ†Ž‘›ƒŽ––›‘”‡‡ˆˆˆ‡…–‹˜‡Ž›Ǣ



•

– –‘„‡–‹‡Ž Ž›ǡ”‡ƒ…–‹˜‡ƒ†’”‘ƒ…––‹˜‡Ǣ

•

– –‘ƒ††…‘ ‡–ƒ†––ƒ‡ƒŽ‘…ƒŽ•–‘”›–‘ƒƒƒ–‹‘ƒŽƒ—†‹‡…‡ƒ †’Žƒ–ˆ‘” Ǥ 

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

57

ƒ„Ž‡ͳ ͳͷǣ‡›†˜ ˜ƒ–ƒ‰‡•ƒ †‹•ƒ†˜ƒ–ƒ‰‡•‘ˆ

Adv vantages

D Disadvanta ages

Ȉ ‘ —‹…ƒ–‡‡‘”‡‡ˆˆ‡……–‹˜‡Ž›™‹–Š Š „‘––Š…—•–‘‡””•ƒ†–Š‡ ‡†‹ƒǤ Ȉ ƒ •’‡ƒ†‹”‡‡…–Ž›–‘›‘— —” ƒ—† †‹‡…‡•Ǥ Ȉ ‡–––‡”ƒ„‹Ž‹–›––‘…‘‡…–ƒ† ‹–‡‡”ƒ…–™‹–Š••–ƒ‡Š‘Ž†‡”•Ǥ Ȉ ’‡‘’Ž‡…ƒ ’—„Ž‹•Š†‹‹”‡…–Ž›˜‹ƒ •„›‡Ǥ‰Ǥ…””‡ƒ–‹‰ •‘……‹ƒŽ‡–™‘” „Ž‘‰’Žƒ–ˆ‘”••Ǥ ‘„ƒŽȌ”‡ƒ…Š ŠǤ Ȉ ’‡‡‡†ƒ†ȋ‰Ž‘ Ȉ ’’ ’‘”–—‹–‹‡••ˆ‘””‡•‡ƒ””…ŠǤ

Ȉ ‘”‡”‹•––‘‘”‰ƒ‹•ƒƒ–‹‘•ƒ•ƒŽŽŽ‘ˆ ––Š‡‹”ƒ…–‹˜‹‹–‹‡•ƒ”‡’‘–‡–‹ƒŽŽ›‹  ’ ’—„Ž‹…Ǥ Ȉ ‘—…ƒ‘––…‘–”‘Ž•‘ ‘…‹ƒŽ‡†‹ƒǡ ™ ™Š‹…Š‹–‹ ‡•‘ˆ…”‹•‹•‹•ƒƒ•••‹˜‡ ‹‹••—‡Ǥ Ȉ ‘‹–‘”‹‰‰‹–‹•˜‡”›––‹‡Ǧ ……‘•—‹‰‰Ǥ Ȉ ‘—‡‡†–Š Š‡•‹ŽŽ•ƒ †‘™Ž‡† †‰‡Ǥ Ȉ ‘‡•‡…–‘ ‘”•‘ˆ•‘…‹‡‡–›‘”‘–‘ Ǥ Ȉ ƒŽŽƒ…›–Šƒ–‡˜‡”›‘”‰‰ƒ‹•ƒ–‹‘Š Šƒ• ––‘„‡†‘‹‰‰Ǥ 

Š‡ –ƒŽ‹‰ ƒ„ „‘—– –Š‡ ™ ™ƒ› •‘…‹ƒŽ ‡†‹ƒ ƒˆˆˆ‡…–‡† –Š‡‡ –”ƒ†‹–‹‘ƒŽ ƒ”‡–‹‹‰ ‹š ˜‡ •‘‡™ ™Šƒ– †‹ˆˆ‡”‡‡– ‘’‹‹‘ ‘•ǡ Š‘™‡˜‡” ‹– ‹• …Ž‡ƒ” ˆ”‘  –Š‡‹” ’”ƒ…–‹–‹‹‘‡”• Šƒ˜ ’‡”•’‡……–‹˜‡•„‡Ž‘™ ™–Šƒ–SM has becom me an integ gral part of o the mix. 

Copyright © 2013. Diplomica Verlag. All rights reserved.





58

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

‹‰—”‡͵ͷǣ‡›— —‘–‡•ƒ„‘—––ǯ•ˆˆ‡……–‘–Š‡ƒƒ”‡–‹‰ ‹š Ȉ ̶ –Šƒ••„Ž—””‡†–Š Š‡„‘—†ƒ””‹‡•„‡–™‡‡‡–Š‡†‹•…‹’Ž‹‡•Ȃ †‹•–‹……–‹‘•„‡–™ ™‡‡ƒ†˜‡”––‹•‹‰ǡƒƒ†‡†‹ƒ ’Žƒ‹‹‰Ȁ„—›‹‰‰ƒ”‡ˆƒ”Ž‡••…Ž‡ƒ”–Šƒ –Š‡›—•‡† †–‘„‡Ǥ̶

‘ ‘„”‘™

Ȉ ̶Š‡”‡‡‹•–Š‡…ŠƒŽŽ‡‰‡ˆ‘” ƒ”‡–‹‰‹‹”‡ƒŽŽ›— †‡”•–ƒ†‹ ‰ Š‘™–‘ ‘‡‰ƒ‰‡’‡‡‘’Ž‡„‡›‘ †‰ƒ‹‰–Š‡Ǥ –Šƒƒ•’‘–‡–‹ƒŽŽ ‡ƒ––Š‡”ƒšŽ‡› › –‘ƒˆˆ‡…–’”‹…‹‰ƒƒ†…—•–‘ ‡””‡Žƒ–‹‘ •‹’ƒ”–‹…— —Žƒ”Ǥ̶

‘ ‘›‘—•ʹ

Ȉ ‘…‹ƒŽ‡†‹ƒ‹•”‹‹‰Š–ƒ…”‘••ǡǡƒ†‡˜‡‡‡š’ƒ†•„‡‡›‘†–Š‡ †ƒˆˆ‡…–•‡˜ ˜‡”›Ž‡˜‡Ž‘ ‘ˆƒ‘”‰ƒ ‹•ƒ–‹‘ǡ•‘–Šƒ–•‘…‹ƒŽŽ ‹šƒ ‡†‹ƒŠƒ•–‘„‡‹–‡‰”ƒ–‡†––Š”‘—‰Š‘—––ƒŽŽ–Š‡†‹••…‹’Ž‹‡•Ǥ

Ȉ ̶ –Šƒ•••‡”˜‡†–‘‡Šƒ…‡–Š Š‡ƒ”‡–‹ ‰‹šǤ •ƒ† ƒ”‡‡–‡”•‘™Š Šƒ˜‡‡˜‡ ‘”‡–‘‘Ž•––‘‰‡––Š‡‹””‡••ƒ‰‡–‘  ‹‡‘™†‡  ’‘–‡––‹ƒŽ…—•–‘‡”•ƒ†ǤǤǤ‹‹–ƒŽ•‘ƒŽŽ‘™ ™•ˆ‘”‘”‡‡…”‡ƒ–‹˜‹–› ›Ǥ̶

Š‡ŽŽŽ‡› Ž‡–…Š‡”

Ȉ ̶ –‹• ‘™ƒ…‘”‡……‘’‘‡––ƒ†ƒ›‡‡Ž‡‡–‘ˆ––Š‡‘˜‡”ƒŽŽ ƒ”‡‡–‹‰•–”ƒ–‡‰‰›—•–‘ ‘™‹…Ž—†‡•‘…‹ƒŽƒ††‹‰‹–ƒŽ ‡†‹ƒǤ̶ 

4.2.3.

RQ2: Social S Med dia Usage by b PR Profe fessionals

Š‡“—‡•–‹‘•‹ –Š‹••‡…–‹‘ •‘—‰Š––‘ ‘‹†‡–‹ˆ›Š Š‘™‡šƒ…–Ž›’”ƒ…––‹–‹‘‡”•—••‡•‘…‹ƒŽ „‘–Š‹–Š‡‹”™‘”‹‰ƒ†’”‹˜ƒ––‡Ž‹ˆ‡ǤŠ‡ˆ‘ŽŽ‘™‹‰••‡‰‡–•™ ™‡”‡…ƒ–‡‰‘ ‘”‹•‡†ǣ ‡†‹ƒ„ ‹‰—”‡͵͸ǣƒ‹ƒ–‡‰‘”‹‡•ˆˆ‘”ʹ  

Ǥ‘…‹ƒŽ ‡†‹ƒ—•ƒ‰‡‡‹ ‘”ƒŽ†ƒ››Ǧ–‘Ǧ†ƒ›™‘  ‘”‹‰ ƒ……–‹˜‹–‹‡• RQ2

Copyright © 2013. Diplomica Verlag. All rights reserved.

 

Ǥ‘…‹ƒŽ ‡†‹ƒ—•ƒ‰‰‡‹ ȋȋ’‡”•‘ƒŽȌˆ”‡‡–‹‡ǦǦ ‘”‡ ‘”‹‰̵ƒ…–‹˜ ˜‹–‹‡• ‘”Ž‡••̵™‘

Ǥ‡ƒ•‘ •ˆ‘”–Š‡Žƒƒ…‘ˆ  ‘™Ž‡†‰‡ ‡‹‘…‹ƒŽ ‡†‹ƒ



Ǥ”‡†‹…–‹‘ ‘•ˆ‘”–Š‡ˆ—–—”‡ ƒ†…ŠƒƒŽŽ‡‰‡•‘ˆ––Š‡ ’ ’”ƒ…–‹…‡

– the office pra actitionerss admit to o be occupied by both b tradittional and d social mediaǡ„—–ƒ†‹–––‡†Ž›–Š‡Žƒƒ––‡”…‘’””‹•‡•ƒŽƒ”‰‰‡•Šƒ”‡‘ˆ––‹‡Ǥ 



Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

59

‹‰—”‡͵͹ǣ•ƒƒ‰‡ƒ–‘” 

‘ ‘„”‘™

Ȉ ™‹––‡‡”‹•ƒŽ™ƒ›••‘ˆ‘”‡™ ™•ƒ†‰‡‡‡”ƒŽ•–—ˆˆ”‡‡Ž‡˜ƒ––‘ …Ž‹‡–••Ǣ–™‡‡–‹‰ͳǦͷ–‹‡•ƒƒ†ƒ›–‘‡‰ƒ‰‡ǡ’”‘ ‘–‡„Ž‘‰• ƒ†‘––Š‡”‘Ž‹‡…‘–‡–Ǣƒ† †‹‹•–”ƒ–‹‹‰ ƒ…‡„‘‘ ‘’ƒ‰‡•ˆ‘ ‘” …Ž‹‡–••Ǣ™”‹–‹‰ͳ„Ž‘‰’‘•–ƒƒ™‡‡—•— —ƒŽŽ›Ǥ

Ȉ ‡˜‡”ƒƒŽ–‹‡•ƒ†ƒ›…Š‡…‹‰–Š”‘— —‰Š‘„‹Ž‡‘”Ȁƒ……Ǣ ‘–‡ ‰Ȃ ”‡ƒ†‹‰ ‰ƒ†™”‹–‹‹‰Ǣ‘…‡ƒ ‘—‰Š–‹‡ ˆ‘”„Ž‘‰‰‹ ‡ƒ––Š‡”ƒšŽ‡› › Š†‘‹‰”‡•‡‡ƒ”…Š‘‡‡™–‡…Š‘Ž‘‰‹‡•–‘‡‡’—’Ǣ ‘–Š ‘‘–•— —‹–‡ǡƒ‹Ž…Š Š‹’ƒ†˜‡‡–„”‹–‡ˆ‘””–‡…Š‘Ž‘‰‰›—•ƒ‰‡Ǥ

‘ ‘›‘—•ʹ

Ȉ ”‡†‘ ‹ƒ–Ž›—•‡ƒ•ƒŽ‹•–‡‹‰ȋˆˆ‘ŽŽ‘™‹ˆŽ— —‡–‹ƒŽ „Ž‘‰‰‡‡”•‘”Œ‘—” ƒŽ‹•–•ǡ‡‰ƒƒ‰‡™‹–Š‡‡›‹ˆŽ—‡…‡”•ƒ† …”‡ƒ–‡‡™”‡Žƒ–‹‘•Š‹’•Ȍƒ †ƒ•ƒ”‡ƒƒ…–‹˜‡–‘‘ŽǦ ‹ˆƒ‹••—‡ †ƒ›Ǥ ƒ”‹•‡•ǡǡƒ…–‹˜‹–‹‡•‹‰Š––ƒƒ‡—’‘––Š‡™Š‘Ž‡†

Ȉ ƒƒ‰‰‹‰•‘…‹ƒŽ ‡†‹ƒƒ…–‹˜˜‹–›ˆ‘”™‘””’”‘Œ‡…–••ƒ† …Š‡…‹ ‰‘ƒŽŽ…‘ ‘’ƒ›…Š ƒ‡Ž•ƒ–Ž‡‡ƒ•–ͷ‘”͸–‹‡•ƒ†ƒ› ›  ‹‡‘™†‡  —’†ƒ–‡•Ǥ ƒ•™‡ŽŽƒ•’‘•–‹‰‰”‡Ž‡˜ƒ–—

Ȉ Š‡…‹‹‰‡ƒ‹Žƒƒ†Œ‘—”ƒŽ‹•–ƒ† ‘‘ ‘‰Ž‡ƒŽ‡”–•Ǣ”‡˜‹‡™‹‰ —‹–‡•‡ƒ”…Š Š‡•Ǣ–ƒ”‰‡––‹‹‰„Ž‘‰‰‡””•ƒ†‡›™ ™”‹–‡”• Š‡ŽŽŽ‡› Ž‡–…Š‡” ‘‘–•— ‘Ž‹‡ƒ†‘ˆˆŽ‹‡‡Ǣ”‡˜‹‡™‹ ‰Žƒ–‡•–‡™ ™•ƒ†˜‹†‡‘•Ǣ•Šƒ”‹ ‰ –Ǥ …‘–‡  Š‡‡šš–…ƒ–‡‰‘”› ›ƒ‹‡†–‘ ˆ‹†‘—–™ ™Š‡–Š‡”’”ƒƒ…–‹–‹‘‡”•‘™ƒ†ƒ›•••’‡†‘ ‘”‡–‹‡ Ǯ™‘”‹ ‰ǯȋ‡Ǥ‰Ǥ‘ ‘‹–‘”‹‰ƒƒ†Ž‹•–‡‹ ‰‹•‘…‹ƒŽŽ‡–™‘”•ȌȌ‹–Š‡‹”ˆˆ”‡‡–‹‡ǡ‹Ǥ‡Ǥ‹ˆ–Š‡ ‡‡”‰‡‡…‡‘ˆ Šƒ•ƒˆˆ‡…–‡‡†–Š‡‹”’‡‡”•‘ƒŽŽ‹˜‡‡•Ǥ”ƒ…–‹–‹‘ ‘‡”•ƒ†‹‹––Šƒ––Š‹• ‹••—‡‹• ‹‡˜‹–ƒ„ „Ž‡„‡…ƒ—•‡‡social media is 24/ /7 and glo obal and not 9am tilll 5pm, Monday to Friday.. This, in turn, t make es it quite e difficult tto keep up p or to “sw witch off” and a is a reason n for the blurring b o work and of a privatte lifeǤ Ž ‘•– ƒŽŽ ‹ –‡”˜‹‡™‡† Ǯ†‹‰‹–ƒŽ Copyright © 2013. Diplomica Verlag. All rights reserved.

‹‹‰””ƒ–•ǯ –”› ––Š‡‹” „‡•– –‘ – ‡‡’ –Š‘ ‘•‡ •‡’ƒ”ƒƒ–‡Ǥ ‘™‡˜ ˜‡”ǡ ‹‡ ‘™†‡ǡ ƒ ƒ Ǯ†‹‰‹–ƒŽ ƒ–‹˜‡ǯǡǡƒ†‹–•–Šƒƒ–•Š‡†‘‡••‘–ˆ‹†••‘…‹ƒŽ‡†‹ƒ„‡‹‰ƒ …‘•–ƒ–’ ’”‡•‡…‡‹ Š‡”Ž‹ˆ‡ ‹–”—•‹˜ ˜‡Ǥ Š‡ŽŽ‡› Ž‡–…Š‡” ƒ”‰—‡• ƒ –Šƒ–– –‡…Š‘Ž‘‰‰› Šƒ• ƒ† †‡ ‹– —…Š Š ‡ƒ•‹‡” ˆ‘”” Š‡” –‘ …‘•–ƒ –Ž› ‘‹–‘ ‘”  ˆ‘” ‡™ ‘’’‘ ‘”–—‹–‹‡• ˆ‘” Š‡” …Ž‹‹‡–• ‡˜‡ ‹ Š‡” ˆ”‡‡‡ –‹‡Ǥ ‡ƒ–Š‡” ƒšŽ‡› Šƒ• ƒŽ•‘ ‘––‹…‡† –Šƒ– –Šƒ• – –‘  ‡™ ‘„‹Ž‡ –‡…Š‘Ž‘ ‘‰‹‡• ‘”‰ƒ ‹•ƒ–‹‘• †–‘ƒ† †‡ƒ‹Ž• —…Š‘”‡‘ ‘—–‘ˆ‘ˆˆ‹…‡‡Š‘—”•–Šƒƒƒˆ‡™›‡ƒ”•ƒ‰‘Ǥ ”‡•’‘†

60

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

Š‡…—””‡–lack of knowledge in social media by PR practitioners Ž‹‡•ƒ……‘”†‹‰–‘ •‘‡‘ˆ–Š‡‹–‡”˜‹‡™‡‡•‹–Š‡ˆƒ…––Šƒ–‹••–‹ŽŽǮ‡™ǯƒ†•ƒ”‡•–‹ŽŽŽ‡ƒ”‹‰†ƒ› „› †ƒ› ƒ† –”›‹‰ –Š‡‹” ™ƒ› ƒ”‘—† ‹– –‘ ˆ‹† ‘—– ™Šƒ– ™‘”• ƒ† ™Šƒ– †‘‡• ‘–Ǥ A challenge here is that traditional media has not gone away, so PROs need to deal with both new and old media. ‘–Š‡” ”‡ƒ•‘ ‹• –Š‡ ‰”‘™‹‰ ‹’‘”–ƒ…‡ ‘ˆ multimedia and new technology, which PR practitioners tend to ignore in their preference for words. —”–Š‡”‘”‡ǡ „‡…ƒ—•‡ ƒ› Šƒ˜‡ ‘– ‰”‘™ —’ ™‹–Š ǡ –Š‡› ƒ”‡ ‘”‡ Ž‹‡Ž› –‘ ˆ‘ŽŽ‘™ –Š‡ Ǯ‘‡ •‹œ‡ ˆ‹–• ƒŽŽǯ •–”ƒ–‡‰› –Šƒ– ƒ–—”ƒŽŽ› †‘‡• ‘– ƒŽ™ƒ›• ™‘”ǤŽ‹•‘Š‡ƒ‡”„‡Ž‹‡˜‡•–Šƒ–SM is rather a threat to many PROs because it has made it possible for everyone to communicate and by that might have decreased the need for PR services. Therefore, practitioners may believe it is not necessary to learn SM if they are going to lose their jobs anyway.

     

Copyright © 2013. Diplomica Verlag. All rights reserved.

   



Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

61

‹‰—”‡͵ͺǣ”‡†‹…––‹‘•ˆ‘”–Š Š‡ —–—”‡‘ˆˆƒ†‹–••ŠƒŽŽ‡‰‡‡•

‘ ‘„”‘™

Ȉ DzŠ‡ ‹†—•–”› ›‡‡†•–‘ƒƒ†ƒ’–‘–Š‡””™‹•‡‘–Š‡””†‹•…‹’Ž‹‡‡•ǡ ǡƒ† †˜‡”–‹•‹‰ƒ††‹‰‹–ƒŽƒ‰‡…‹‡•™ ™‹ŽŽ‡”‘†‡––Š‡™‘”–Š Šƒ– ™‡†‘ǤǤdz

Ȉ ̶Š‡„ „‹‰‰‡•–…ŠƒŽŽŽ‡‰‡ˆ‘”––Š‡‹†—•–”››‹•–Š‡•‡ŽˆˆǦ Ž‹‹–ƒ––‹‘•‘ˆ’”ƒƒ…–‹–‹‘‡”•™Š‘†‘ǯ–•‡‡–Š‡„‹‰‰‰‡” ’‹…–—”‡‡ƒ†™‹ŽŽ‹‹…”‡ƒ•‹‰Ž›„‡ƒ”‰‹ƒŽ‹œ‡†‹ˆ–Š‡› †‘ǯ–••–‡’‘—–•‹†‡‘ˆ–Š‡…‘ —‹…ƒ–‹‘•„—„„Ž‡‡–‘ ‡ƒ––Š‡”ƒšŽ‡› › —†‡”••–ƒ†„‘–Š–Š‡™‹†‡”•…‘’‡‘ˆ †‹‰‹–ƒŽŽȀ–‡…Š‘Ž‘‰‰‹…ƒŽ†‡˜‡Ž‘ ‘’‡–•ƒ †–Š‡‹’ƒƒ…–ƒ† …ŠƒŽŽ‡ ‰‡•‘ˆ‘”‰‰ƒ‹•ƒ–‹‘•Ǥdz

‘ ‘›‘—•ʹ

Ȉ ”ƒ•’ ’ƒ”‡…›ƒ †‡–Š‹…ƒŽ‹ ’Ž‹…ƒ–‹‘••™‘—Ž†„‡–Š‡„‹‰‰‡•–– …ŠƒŽŽ‡ ‰‡ǡ‡•’‡…‹‹ƒŽŽ›ˆ‘”–Š‘ ‘•‡™Š‘†‘‘–ƒ…–ƒ………‘”†‹‰Ž›ǡ „‡…ƒ—••‡™‹–Š–Š‡”‡‹•‘ ‘™Š‡”‡–‘Š Š‹†‡Ǥ

Ȉ ‡ƒ”‡‡‘˜‹‰–‘ ‘™ƒ”†•ƒƒƒ‰‡‘ˆ”‡ˆ‡””‡…‡™Š‡””‡ ƒ—–Š‘””‹–›’Žƒ›•ƒ•ƒŽŽ”‘Ž‡ƒ†™‡”ƒ––Š‡”–”—•–ƒƒ Ǯ‘”ƒƒŽǯ’‡”•‘ŽŽ‹‡—•–Šƒ–™‡†‘‘–‘™„—–™ ™‡ –Š‹– –Šƒ––Š‡›ƒ” ”‡‹‘—”•‹– –—ƒ–‹‘Ǥ‡ ‡ƒ”‡”‡ˆ‡”” ”‹‰–‘ Ž‹•‘ ‘Š‡ƒ‡”” ‘–Š‡”’ ’‡‘’Ž‡ǡ™‡ƒ”‡‘–‡…‡••ƒ”‹Ž›†‡ˆ‡””‹‰–‘’‡‘’Ž‡ ™‹–Šƒ— —–Š‘”‹–›ǤŠ Š‡‘”‡†‹‰‹–ƒŽ…‘ —‹…ƒ–‹‘™‡ Šƒ˜‡ǡ––Š‡‘”‡‹ ’‘”–ƒ––Š Š‡Š—ƒ……‘‡…–‹‘•ƒ”‡Ǥ

Ȉ ̶Š‡”‡‡™‹ŽŽƒŽ™ƒ› ›•„‡ƒ‡‡† †ˆ‘”ƒ……—””ƒ–‡ƒ†’”‘ ‘ˆ‡••‹‘ƒŽ Š‡ŽŽŽ‡› Ž‡–…Š‡” Œ‘—”ƒƒŽ‹•ƒ†™ ™Š‡–Š‡”–Šƒƒ–ǯ•‹’”‹––ǡ„”‘ƒ†…ƒ•–‘”‘Ž‹‡ǡǡ‹– ™‹ŽŽƒŽ™ ™ƒ›•„‡‹ ’‘”–ƒ–Ǥ̶ 

Copyright © 2013. Diplomica Verlag. All rights reserved.

    

62

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

4.2.4.

RQ3: Measurem M ent and Monitoring M Issues

‡“—‡•–‹‘‘ˆ–Š Š‡‹–‡”˜‹‡™™ƒ•…‘ …‡”‡†™‹––Š–Š‡‡‡””‰‹‰‹••—‡‡ƒ„‘—–‘‹–‘”‹‰ ƒ†•‘…‹ƒŽ‡†‹ƒƒ…––‹˜‹–‹‡•ǡƒ ‡Ž›™‹–Š––Š‡ƒ‹…Š ŠƒŽŽ‡‰‡•ˆ‘ ‘”†‘‹‰ ƒ†‡‡ƒ•—”‹‰ •‘ ƒ† •—‰‰‡•–‹‘• ‘ˆ ’”ƒ……–‹–‹‘‡”• ˆ‘” ˆ „‡•– ’””ƒ…–‹…‡• ƒ † ‡ˆˆ‡…–‹˜‡‡ ™ƒ›•ǡ †‹‹•’Žƒ›‡† „‡Ž‘™Ǥ ‰‡•ˆ‘”‡‡ƒ•—”‹‰ƒ †‘‹–‘””‹‰ ‹‰—”‡͵ͻǣ ••—‡•ƒƒ†ŠƒŽŽ‡

‘ ‘„”‘™

‘ ‘›‘—•ͳ

Ȉ ̶Š‡…ŠƒŽŽ‡‰‡‹••‹’ƒ”–Š‘™ ™–‘ƒ‡•‡•‡‘ˆ–Š Š‡ Ž‹‹–‡†™ƒƒ›•‘ˆ‰‡––‹‰–Š‡ ‘’’‘”––—‹–‹‡•ǥ–Š‡”‡ƒ”‡— ƒƒŽ›–‹‹…•™”‘‰„ „›‡ƒ•—”‹‹‰–Š‡™”‘ ‘‰–Š‹‰•ǤŠ‡”‡‹• ƒŽ•‘ƒ––‡†‡…›–‘‘˜‡”Ǧ…‘ ’Ž‹…ƒ–‡™‡‡„ƒƒŽ›–‹…••Ǥ̶

Ȉ ̶•—ƒŽŽŽ›‘—–’—–•”ƒ–Š‡”–Šƒ ‘—–…‘‡••ƒ”‡‡ƒ•— —”‡†Ǥ ‡ƒ•— —”‹‰‘—–…‘ ‡•‹˜‘Ž˜˜‡•‡ƒ•—”‹‹‰…Šƒ‰‡•‹ ƒ™ƒ”‡ ‡••ǡ‘’‹‹‘•ƒ†„‡‡Šƒ˜‹‘—”ƒ †–Šƒ–‡–ƒƒ‹Ž•ƒ•‹‰ ’‡‘’Ž‡‡‘”‘„•‡”˜ ˜‹‰–Š‡‹Ǥ‡Ǥproper social s rese earchǤ̶

Ȉ ̶Š‡ˆ‘ ‘…—•Šƒ•„‡‡‡‘‡––”‹…•–Šƒ–ƒ””‡–‡…Š‘Ž‘ ‘‰‹…ƒŽŽ› †”‹˜‡ ƒ†•‘Žƒ……‘•‹†‡”ƒƒ–‹‘‘ˆ‡‡ƒ‹‰Ǥ Š‡‡‡šƒ’Ž‡ ‹•‹‡ ™‡”•Ȃ –Š‹•† †‘‡•‘––‡‡ŽŽ—•ƒ›–Š‹‰ƒ„‘—– •‘” ‘ŽŽ‘™ ‡ƒ––Š‡”ƒšŽ‡› › ‡‰ƒ‰‡‡‡–Ǥ̶

Copyright © 2013. Diplomica Verlag. All rights reserved.

 ‘›‘—•

Ȉ Šƒ••ƒ†‡‡† †‹ƒ‘‹–‘ ‘”‹‰ƒŽ‘– ‘”‡–‹‡Ǧ …‘•— ‹‰„‡…ƒ— —•‡‘ˆ–Š‡•Š‡‡”˜ƒ•–‡••‘ˆ‡„ʹǤͲǤ ‡‰ƒ”† †Ž‡••‹ˆ–”ƒ† †‹–‹‘ƒŽ‘”••‘…‹ƒŽ‡†‹ƒ‹–Šƒ•ƒŽ™ ™ƒ›•„‡‡ ƒ‹••— —‡ˆ‘”„‡‡…ƒ—•‡‹–‹•••—„Œ‡…–‹˜‡‡Ǣ‹–‹•–Š‡Š Š—ƒ‡›‡ǡ –Š‡Š—ƒ„”ƒ‹ƒƒŽ›•‹‰‹‹–Ǥ 

ˆ ”‡ •ƒ›• –Š Šƒ– sales are easy to measu ure, engagement Ž‹•‘ Š‡ƒ‡” ˆ—”–Š‡”‘” ‘–Š‡”‹•••—‡ǡ•Š‡•ƒ› ›•ǡ‹•–Šƒ–•‘ ‘‡•ƒ”‡—™‹ŽŽ‹‹‰–‘Ž‡ƒ” Š‘™–‘ however is notǤ ‰ƒ†‡ƒƒ•—”‹‰–‘‘ ‘Ž•–Šƒ–ƒ”‡ ƒ˜ƒ‹Žƒ„Ž‡‘ ‘—––Š‡”‡Ǥ ‰‡‡”ƒŽǡ –Š‡”‡‹• —•‡–Š‡‡‘‹–‘”‹ ƒfocuss on quantiitative, ratther than qualitative q e measure esǤ

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

63

Copyright © 2013. Diplomica Verlag. All rights reserved. Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

4.3.

Discussion

Most findings of the secondary and primary research are in correspondence or complement each other. Š‡ Ž‹–‡”ƒ–—”‡ ”‡˜‹‡™ ‘ˆˆ‡”‡† ƒ –Š‘”‘—‰Š —†‡”•–ƒ†‹‰ ‘ ǡ•‘…‹ƒŽ‡†‹ƒƒ†–Š‡‹”‹–‡‰”ƒ–‹‘‹–Š‡ƒ”‡–‹‰‹šƒ•™‡ŽŽƒ•ƒ„‘—–Š‘™Šƒ• ƒˆˆ‡…–‡†ƒ†Š‘™‹–Šƒ•„‡‡—•‡†„›•ǤŠ‹•Š‡Ž’‡†‹†‡–‹ˆ›‹‰–Š‡ƒ‹”‡•‡ƒ”…Š “—‡•–‹‘•ˆ‘”™Š‹…Š–Š‡–Š‡•—”˜‡›ƒ†‹–‡”˜‹‡™”‡•—Ž–•’”‘˜‹†‡†…‘’”‡Š‡•‹˜‡ƒ† ‘”‡†‡–ƒ‹Ž‡†‹•‹‰Š–•–Šƒ–Š‡Ž‹–‡”ƒ–—”‡”‡˜‹‡™ƒ„‘—–•‘…‹ƒŽ‡†‹ƒǯ•‹’ƒ…–‘ƒ† ‡•’‡…‹ƒŽŽ› ‘ ‹–• —•ƒ‰‡ „› ’”ƒ…–‹–‹‘‡”• ‹ „‘–Š –Š‡‹” ™‘”‹‰ ƒ† ’”‹˜ƒ–‡ Ž‹ˆ‡Ǥ  •—ƒ”›ǡ–Š‡ˆ‹†‹‰•‘ˆ„‘–Š–Š‡•‡…‘†ƒ”›ƒ†’”‹ƒ”›”‡•‡ƒ”…Š‹†‹…ƒ–‡–Šƒ–•‘…‹ƒŽ ‡†‹ƒŠƒ•ƒˆˆ‡…–‡†„›„‡‹‰–Š‡”‡ƒ•‘ˆ‘”ǣ •

™‘Ǧ™ƒ›…‘˜‡”•ƒ–‹‘•ȋ†‹ƒŽ‘‰—‡Ȍ™‹–Š˜ƒ”‹‘—•’—„Ž‹…•Ǥ

•

‘”‡–‘‘Ž•ƒ†…Šƒ‡Ž•Ǥ

•

‹”‡…–ǡ”‡ƒŽǦ–‹‡ǡ‹•–ƒ–ƒ‡‘—•…‘—‹…ƒ–‹‘Ǥ

•

‡––‡””‡Žƒ–‹‘•Š‹’Ȃ„—‹Ž†‹‰ƒ†‡‰ƒ‰‡‡–‘’’‘”–—‹–‹‡•Ǥ

•

‘–”‘Ž‹–Š‡Šƒ†•‘ˆ‘”†‹ƒ”›’‡‘’Ž‡Ǥ

•

‡––‡”–ƒ”‰‡–ƒ—†‹‡…‡”‡ƒ…ŠǡŽ‘…ƒŽŽ›ƒ†‰Ž‘„ƒŽŽ›Ǥ

•

˜‡”›‘‡…ƒ„‡ƒ’—„Ž‹•Š‡”ȋ ȌǤ

•

ˆ‘”ƒ–‹‘ˆ‹†•—•Ǣ‡˜‡”›–Š‹‰‹•’—„Ž‹…Ǥ

•

Ž‘•–‘…‘–”‘Ž‘˜‡”™Šƒ–‹••ƒ‹†‹Ǥ

•

ʹͶȀ͹‡†‹ƒƒ††‡ƒ†ˆ‘”…‘–‡–Ǥ

•

˜‡”›–Š‹‰•’”‡ƒ†•‹ƒƒ––‡”‘ˆ•‡…‘†•Ǥ

•

‹‡ƒ†Ž‘…ƒ–‹‘†‘‘–ƒ––‡”Ǥ

•

”‹•‹••‹–—ƒ–‹‘•ƒ”‡Šƒ”†‡”–‘†‡ƒŽ™‹–ŠǤ

Copyright © 2013. Diplomica Verlag. All rights reserved.

An interesting debate arose when researching if social media has had a positive impact on PR Ȃ ˆ”‘ –Š‡ Ž‹–‡”ƒ–—”‡ ”‡˜‹‡™ ‹– ™ƒ• …Ž‡ƒ” –Šƒ– ƒ› ƒ—–Š‘”• „‡Ž‹‡˜‡ SM has radically changed the practiceǢ•‘†‘‘•–‘ˆ–Š‡‹–‡”˜‹‡™’ƒ”–‹…‹’ƒ–•Ǥ‘™‡˜‡”ǡ •‘‡ ‘ˆ –Š‡ ƒ”‰—‡† –Šƒ– social media has simply offered additional tools and channels, but the nature of the practice has remained the sameǤ Š‡› ƒŽŽ ƒ‰”‡‡ –Š‘—‰Š–Šƒ–Šƒ•’”‘˜‹†‡†ƒ—„‡”‘ˆ‘’’‘”–—‹–‹‡•ƒ•™‡ŽŽƒ••‘‡†‹•ƒ†˜ƒ–ƒ‰‡•

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

65

ˆ‘”–Š‡‹†—•–”›ȋ†‡•…”‹„‡†”‹‰Š–ƒ„‘˜‡–Š‹•’ƒ”ƒ‰”ƒ’ŠȌƒ†Šƒ•‡Šƒ…‡†„‘–Š‹–‡”ƒŽ ƒ†‡š–‡”ƒŽ…‘—‹…ƒ–‹‘Ǥ • Š‹‰ŠŽ‹‰Š–‡† ‹ –Š‡ Ž‹–‡”ƒ–—”‡ ”‡˜‹‡™ǡ the PR industry has been regarded as spin and propaganda †—‡ –‘ ˆƒŽ•‡ ‡••ƒ‰‡• „‡‹‰ …‘—‹…ƒ–‡†Ǥ This reputational problem is a big issue in the world of social mediaǡƒ•‹†‡–‹ˆ‹‡†ˆ”‘–Š‡•—”˜‡›ƒ† –Š‡ ‹–‡”˜‹‡™•ǡ „‡…ƒ—•‡ •‘…‹ƒŽ ‡†‹ƒ ‹• ‰Ž‘„ƒŽ ƒ† ’—„Ž‹… ƒ† –Š‡”‡ˆ‘”‡ •Š‘—Ž† †”‹˜‡ –”ƒ•’ƒ”‡…›Ǥ ‘™‡˜‡”ǡ –Š‡”‡ ƒ”‡ •–‹ŽŽ ƒ› ™Š‘ ’—”’‘•‡Ž› †‡Ž‹˜‡” †‹”‡…–Ž› –‘ ’—„Ž‹…• —–”—‡ ˆƒ…–• –Šƒ– Šƒ˜‡ ‘– „‡‡ ˆ‹Ž–‡”‡† ‘” …Š‡…‡† „› ‡Ǥ‰Ǥ Œ‘—”ƒŽ‹•–•ǡ ƒ• ‹– ™ƒ• –Š‡ ‘”ƒŽ…ƒ•‡„‡ˆ‘”‡Ǥ …‘””‡•’‘†‡…‡™‹–Š–Š‡Ž‹–‡”ƒ–—”‡”‡˜‹‡™‹•ƒŽ•‘–Š‡ˆƒ…–Š‘™‹–‡”˜‹‡™’ƒ”–‹…‹’ƒ–• ƒ‰”‡‡–Šƒ–social media has become an integral part of the Marketing Mixǡ„—–‹–Šƒ• ƒŽ•‘ blurred the boundaries between all disciplines. This to some extent endangers the future need for each of them. ††‹–‹‘ƒŽŽ› Š‘™‡˜‡”ǡ „‡…ƒ—•‡ …‘•—‡”• –”—•– ’‡‘’Ž‡ Ž‹‡ –Š‡ǡ ‘– „”ƒ†•ǡ ƒ†˜‡”–‹•‹‰ ‹• —…Š Ž‡•• ‡ˆˆ‡…–‹˜‡ǡ „—– •‘…‹ƒŽ ‡†‹ƒǡ ™Š‡ †‘‡ ”‹‰Š–ǡ ‘ˆˆ‡”• ‡‘”‘—• ‘’’‘”–—‹–‹‡•Ǥ Š‡ ˆƒ…– –Šƒ– PR has always been about communication and relationships, which are essential in SM, has given the practice a big advantage over the other components of the Marketing MixǤ ‘–Š –Š‡ ’”‹ƒ”› ƒ† •‡…‘†ƒ”› ”‡•‡ƒ”…Š ˆ‹†‹‰• ȋ—”‘’‡ƒ ‘—‹…ƒ–‹‘ ‘‹–‘” ƒ† ”‹‰Š– ƒ† ‹•‘ǯ• ›‡ƒ”Ž›  •—”˜‡›•Ȍ •Š‘™ –Šƒ– –Š‡ —•ƒ‰‡ ‘ˆ  ˆ‘”  Šƒ• ‹…”‡ƒ•‡† ‹ –Š‡ ’ƒ•– ˆ‡™ ›‡ƒ”•Ǥ Š‡ …‘†—…–‡† •—”˜‡› Šƒ• ‘ˆˆ‡”‡† •‘‡ ˜ƒŽ—ƒ„Ž‡ …‘’Ž‡‡–ƒ”› ‹•‹‰Š–• ‹–‘ –Š‹• ƒ––‡”ǡ ƒ‡Ž› ˆ‘…—•‹‰ ‘ ™Š‹…Š ’Žƒ–ˆ‘”• ’”ƒ…–‹–‹‘‡”• —•‡ ƒ– –Š‡ ‘ˆˆ‹…‡ ƒ† ƒ– Š‘‡ ƒ• ™‡ŽŽ ƒ• ˆ‘” ™Šƒ– ”‡ƒ•‘•Ǥ ‘•– ‘ˆ –Š‡ ˆ‹†‹‰• ™‡”‡ ‘– ”‡ƒŽŽ› ƒ •—”’”‹•‡ǡ ƒ• ˆ‘” ‡šƒ’Ž‡ –Šƒ– ƒ…‡„‘‘ ‹• –Š‡ ‘•– ’‘’—Žƒ” ‡–™‘”ǡ‡•’‡…‹ƒŽŽ›ˆ‘”ˆƒ‹Ž›ƒ†ˆ”‹‡†•‹–‡”ƒ…–‹‘•‘”–Šƒ–™‹––‡”‹•‘•–Ž›—•‡†ˆ‘” Copyright © 2013. Diplomica Verlag. All rights reserved.

„—•‹‡••ȋƒŽ•‘‡–‹‘‡†„›‹–‡”˜‹‡™‡‡•ȌǤ‘™‡˜‡”ǡdiscovering that blogging is one of the least utilised ways of communication by PROs is rather shocking ƒ† …‘–”ƒ†‹…–•–Š‡ˆ‹†‹‰•‘ˆ–Š‡—”‘’‡ƒ‘—‹…ƒ–‹‘‘‹–‘”ƒ†–Š‡•—”˜‡›ǡ™Š‡”‡ „Ž‘‰••—’’‘•‡†Ž›’Žƒ›ƒ‹’‘”–ƒ–”‘Ž‡ˆ‘”…‘—‹…ƒ–‹‘ƒƒ‰‡‡–ȋ‹ŽŽ—•–”ƒ–‡†‹ ‹‰—”‡• ͳ͹ ƒ† ʹͻȌǤ ‹–Š ”‡‰ƒ”†• –‘ –Š‹•ǡ ‹– ‹• ƒŽ•‘ ‹–‡”‡•–‹‰ –Šƒ– ‘Ž› –™‘ ‘ˆ –Š‡ ‹–‡”˜‹‡™‡‡•‡–‹‘‡†„Ž‘‰‰‹‰ƒ•ƒ‘”ƒŽ†ƒ›Ǧ–‘Ǧ†ƒ›™‘”‹‰ƒ…–‹˜‹–›Ǥ‡˜‡”–Š‡Ž‡••ǡ the secondary and primary research show proof that SM usage has certainly 66

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

increased, but traditional media has not been replaced, so that practitioners must take care of both.  The use of social media in their free time seems to be a very personal choice for practitioners Ȃ •‘‡ Šƒ˜‡ …Ž‡ƒ”Ž› •‡’ƒ”ƒ–‡† –Š‡‹” ’”‹˜ƒ–‡ ƒ† ™‘”‹‰ Ž‹˜‡•ǡ ‘–Š‡”• ‘‹–‘”…‘•–ƒ–Ž›•‹’Ž›„‡…ƒ—•‡‹–‹•ʹͶȀ͹ǤThis is a very interesting issue with regards to the identified lack of knowledge and skills in social media from both the literature review and the interview results. It shows an unwillingness to learn and utilise SM in the best possible way, even after admitting that it has changed the practice to a massive extent ƒ†–Šƒ–•‘…‹ƒŽ‡†‹ƒŠƒ•„‡‡ƒ”‘—†ˆ‘”ƒˆ‡™›‡ƒ”• ƒŽ”‡ƒ†›Ǥ•‡š’Žƒ‹‡†„›‘‡‘ˆ–Š‡‹–‡”˜‹‡™‡‡•ǡ–Š‹•‹‰Š–„‡†—‡–‘–Š‡ˆƒ…––Šƒ–ƒ› ƒ”‡ƒˆ”ƒ‹†‘ˆŽ‘•‹‰–Š‡‹”Œ‘„•„‡…ƒ—•‡thanks to SM everyone can be a communicator, which in turn corresponds to the blurring of all Marketing Mix’s disciplinesǡ™Š‡”‡ ˆ‘”‡šƒ’Ž‡ƒ†˜‡”–‹•‹‰’‡‘’Ž‡‹‰Š–†‘–Š‡™‘”‘ˆ’”ƒ…–‹–‹‘‡”•Ǥ‡˜‡”–Š‡Ž‡••ǡ‹– …‡”–ƒ‹Ž› ‹• ƒ …ŠƒŽŽ‡‰‡ Šƒ˜‹‰ –‘ ‹–‡‰”ƒ–‡ „‘–Š •‘…‹ƒŽ ƒ† –”ƒ†‹–‹‘ƒŽ ‡†‹ƒ ‹ –Š‡ ‘˜‡”ƒŽŽƒ…–‹˜‹–‹‡•ǡ„—–practitioners must improve their SM knowledge and skillsǡ „‡…ƒ—•‡‘–†‘‹‰•‘™‘—Ž†”‡ˆŽ‡…––Š‡Ž‘™‡”‡ˆˆ‡…–‹˜‡‡••‘ˆ–Š‡‹”…ƒ’ƒ‹‰•ƒ•™‡ŽŽƒ• –Š‡ ‡‰ƒ‰‡‡– ƒ† ‹–‡”‡•– ‘ˆ …—•–‘‡”• ƒ† …Ž‹‡–•Ǥ The variety of channels has undoubtedly made it even more difficult to choose which ones are the most suitable and how to measure their effectiveness. ‘”‡šƒ’Ž‡ǡ˜‡”›ˆ‡™Šƒ˜‡ƒ†‘’–‡† —•‹‰ ‘‘‰Ž‡Ϊƒ••Š‘™‹–Š‡•—”˜‡›”‡•—Ž–•ǡ‡˜‡–Š‘—‰Š‹–™ƒ•Žƒ—…Š‡†Žƒ•–•—‡”Ǥ ‘•– ‹’‘”–ƒ–Ž› Š‘™‡˜‡”ǡ PROs must learn to keep up „‡…ƒ—•‡ –Š‡ ”ƒ‰‡ ‘ˆ ’Žƒ–ˆ‘”•‹•‡˜‘Ž˜‹‰…‘•–ƒ–Ž›ƒ†–Š‘•‡‡‡†–‘„‡‡˜ƒŽ—ƒ–‡†ƒ†ƒ••‡••‡†ƒ•‘ˆ–‡ƒ• ’‘••‹„Ž‡Ǣ…ƒ’ƒ‹‰•—•–„‡•–”—…–—”‡†ƒ†’Žƒ‡†ƒ……‘”†‹‰Ž›Ǣ‡˜‡”›Ǧ†ƒ›‘‹–‘”‹‰ ˆ‘” ‡™ ‡–™‘”• ‹• ‡…‡••ƒ”› ‘ ƒ––‡” Š‘™ –‹‡Ǧ…‘•—‹‰ ‹– ‹‰Š– „‡Ǥ The set of PR skills and activities has without doubt become bigger and bigger with SM, e.g.

Copyright © 2013. Diplomica Verlag. All rights reserved.

SEO and blogging are/must be now essential. ‡‰ƒ”†‹‰–Š‡Ž‹–‡”ƒ–—”‡”‡˜‹‡™ǡ‘‹–‘”‹‰ƒ†‡ƒ•—”‹‰Šƒ•ƒŽ™ƒ›•„‡‡ƒ‹••—‡ǡ •‘ Šƒ• ‹– „‡…‘‡ ˆ‘” •‘…‹ƒŽ ‡†‹ƒ –‘‘Ǥ —”–Š‡”‘”‡ǡ ƒ……‘”†‹‰ –‘ –Š‡ •—”˜‡› ˆ‹†‹‰• ’”ƒ…–‹–‹‘‡”•ƒ”‡‘–”‡ƒŽŽ›‘‹–‘”‹‰–Š‡…‘’‡–‹–‹‘‘Ǥ‡˜‡”–Š‡Ž‡••ǡthere are a number of tools that can be used. However, they mainly focus on the quantitative side of the matter, but lack a consideration on the subjective side, namely meanings and opinions. Š‡ •ƒ‡ ’”‘„Ž‡ Šƒ• „‡‡ ‹†‡–‹ˆ‹‡† „› ‹–‡”˜‹‡™

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

67

’ƒ”–‹…‹’ƒ–•ǡ ƒ”‰—‹‰ –Šƒ– a proper science research is needed to actually understand the effectiveness of campaignsǤ Another problem is choosing the wrong tools for the wrong reasons, i.e. there is a lack of comprehensive, wellplanned strategies and thereby corresponding lack of knowledge and skills. ……‘”†‹‰ –‘ –Š‡ ‹–‡”˜‹‡™‡‡• •‘…‹ƒŽ ‡†‹ƒ ’Žƒ›• –Š‡ ”‘Ž‡ ‘ˆ „‘–Š ƒ Ž‹•–‡‹‰ ƒ† ƒ ”‡ƒ…–‹˜‡–‘‘Žƒ†ˆ‘”•‘‡ƒ’Žƒ–ˆ‘”ˆ‘”…‘–‡–…”‡ƒ–‹‘ƒ†•Šƒ”‹‰Ǥ•ƒ›‘ˆ–Š‡ ƒ—–Š‘”•ǡ ‹…Ž—†‹‰ ”‘™ ƒ† ‘Ž‹•ǡ ‹†‹…ƒ–‡ǡ ‘”†‹ƒ”› ’‡‘’Ž‡ Šƒ˜‡ ‘™ „‡…‘‡ ’—„Ž‹•Š‡”• ƒ† –Š‡”‡„› ’ƒ”–‹…‹’ƒ–‡ ƒ† ˆ‘•–‡” ƒŽŽ …‘˜‡”•ƒ–‹‘• Šƒ’’‡‹‰ ‹ •‘…‹ƒŽ ‡†‹ƒǤ Š‹• ‹• ™Š› …‘’ƒ‹‡• —•– ‰‡—‹‡Ž› ’ƒ”–‹…‹’ƒ–‡ ‹ –Š‘•‡ –‘‘ǡ ™‹–Š‘—– ƒ”‡–‹‰ƒ–’‡‘’Ž‡ǡ„—–”ƒ–Š‡”‡‰ƒ‰‹‰ƒ†Ž‹•–‡‹‰–‘™Šƒ–‹•„‡‹‰•ƒ‹†‹‘”†‡”–‘ Ž‡ƒ”™Šƒ–…—•–‘‡”•–Š‹ƒ†™ƒ–ˆ”‘ƒ’”‘†—…–‘”•‡”˜‹…‡ȋˆ‡‡†„ƒ…ȌǤ Personality in social media is key to build honest relationships and win customer’s trust and loyalty and by that to build a positive brand reputation. Normal people have both the influence and the power to build or destroy an image very easily and quickly through SM. Realising this should be the main reason for PROs to actually improve their SM abilities, because reputation management is a primary PR goal. •Šƒ”Ž‡•ƒ”™‹‘…‡•ƒ‹†ǡDz‹–ǯ•‘––Š‡•–”‘‰‡•–ǥ–Šƒ–•—”˜‹˜‡ǡ‘” –Š‡‘•–‹–‡ŽŽ‹‰‡–„—––Š‡‘‡‘•–”‡•’‘•‹˜‡–‘…Šƒ‰‡dzȋƒ›ǡʹͲͳͲȌǤ Therefore, in order to continue being important, the PR discipline must adapt, PROs must start learning.   

Copyright © 2013. Diplomica Verlag. All rights reserved.

    

68

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

5. Conclusions and Recommendations Š‡ ”‡•‡ƒ”…Š •‘—‰Š– –‘ –Š‘”‘—‰ŠŽ› ‡šƒ‹‡ ƒ† †‡•…”‹„‡ •‘…‹ƒŽ ‡†‹ƒǯ• ‹’ƒ…– ‘ –Š‡ ‹†—•–”›„›ˆ‘…—•‹‰‘™Šƒ–‡šƒ…–Ž›Šƒ•…Šƒ‰‡†ƒ†Š‘™’”‘ˆ‡••‹‘ƒŽ•—–‹Ž‹•‡Ǥ Š‡ ”‡•‡ƒ”…Š‡” „‡Ž‹‡˜‡• –‘ Šƒ˜‡ managed to find comprehensive answers to those questions, but also have identified some new problematic issues, while analysing the results, that would be a challenge for future investigations. 5.1.

Main Conclusions

•‹†‡–‹ˆ‹‡†–Š”‘—‰Š‘—––Š‹•”‡•‡ƒ”…Šǡsocial media has had an enormous impact on PR and has provided the practice with a number of opportunities as well as some challenges.Š‡‘˜‡”ƒŽŽˆ‹†‹‰•‘ˆ–Š‹•”‡’‘”–ƒ”‡ǣ •

‘…‹ƒŽ ‡†‹ƒ Šƒ• ‘ˆˆ‡”‡†  new ways, channels and tools to directly communicate with various publics „› ‡‰ƒ‰‹‰ ‹ ƒ –™‘Ǧ™ƒ› …‘˜‡”•ƒ–‹‘ǡ ™Š‹…Š ƒŽŽ‘™‡† ’”ƒ…–‹–‹‘‡”• –‘ ‘”‡ easily and quickly reach target audiences both locally and globally.

•

‘…‹ƒŽ ‡†‹ƒ Šƒ• ƒ†‡ ‹– possible for ordinary people to create and share their own content and opinions publicly ‘ ˜ƒ”‹‘—• ‡–™‘”• ƒ† –Š‡”‡„› regulate the image-building of brandsǤ Š‹• ’”‘…‡•• …ƒ‘– „‡ …‘–”‘ŽŽ‡† „› •ƒ›‘”‡ǡ•‘–Šƒ––Š‡›‡‡†–‘ˆ‹†‡™™ƒ›•‘ˆ’ƒ”–‹…‹’ƒ–‹‰‹‹–Ǥ

•

Social media has been deeply integrated into all disciplines of the Marketing Mix, which has caused the blurring of those ƒ† –‘ •‘‡ ‡š–‡– endangered the need for each oneǡ‡•’‡…‹ƒŽŽ›ˆ‘”ǡ•‹…‡‘™‡˜‡”›‘‡…ƒ „‡ƒ…‘—‹…ƒ–‘”Ǥ

•

Š‡ —•‡ ‘ˆ •‘…‹ƒŽ ‡†‹ƒ „› ’”ƒ…–‹–‹‘‡”• Šƒ• ‹…”‡ƒ•‡† ”‡ƒ”ƒ„Ž› ‹ –Š‡ ’ƒ•– ›‡ƒ”•ǡ Š‘™‡˜‡” –Š‡‹” knowledge and skills in SM is still rather insufficientǡ

Copyright © 2013. Diplomica Verlag. All rights reserved.

™Š‹…Šˆ‘”‘‡”‡ƒ•‘‹•„‡…ƒ—•‡•†‘‘–”‡ƒŽŽ›—•‡•‘…‹ƒŽ‡†‹ƒ‹–Š‡‹”ˆ”‡‡ –‹‡‘”ƒ”‡™‹ŽŽ‹‰–‘†‘•‘Ǥ •

Š‡ ‘•– —–‹Ž‹•‡† ’Žƒ–ˆ‘”• „› ’”ƒ…–‹–‹‘‡”• „‘–Š ƒ– ™‘” ƒ† ‹ ’”‹˜ƒ–‡ ƒ”‡ ƒ…‡„‘‘ ƒ† ™‹––‡”Ǣ „Ž‘‰‰‹‰ǡ Š‘™‡˜‡”ǡ ‹• •–‹ŽŽ ‘– ƒ ƒ‹ ƒ…–‹˜‹–›ǡ ™Š‹…Š ‹–‡”‡•–‹‰Ž›…‘–”ƒ†‹…–•‹–••–ƒ–‡†‹’‘”–ƒ…‡„›•Ǥ

•

Measuring and monitoring PR activities in social media is still a huge issue –Šƒ– –‘ •‘‡ ‡š–‡– ‹• Œ—•–‹ˆ‹‡† „› –Š‡ Žƒ… ‘ˆ ‘™Ž‡†‰‡ ƒ† •‹ŽŽ• ‹ Ǥ

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

69

‡˜‡”–Š‡Ž‡••ǡ –Š‡”‡ ƒ”‡ ƒ —„‡” ‘ˆ —•‡ˆ—Ž –‘‘Ž•ǡ ™Š‹…Š —ˆ‘”–—ƒ–‡Ž› ƒ‹Ž› ˆ‘…—•‘–Š‡“—ƒ–‹–ƒ–‹˜‡•‹†‡ǡ™Š‡”‡ƒ•ǯ•”‡•—Ž–•ƒ”‡”ƒ–Š‡”•—„Œ‡…–‹˜‡Ǥ  5.2.

Limitations

A major issue was gathering enough survey participantsǤ Š‡   ƒ† –Š‡  ™‡”‡ ƒ•‡† –‘ †‹•–”‹„—–‡ –Š‡ “—‡•–‹‘ƒ‹”‡ –‘ –Š‡‹” ‡„‡”•Ǣ Š‘™‡˜‡”ǡ –Š‹• ™ƒ• ‘– ’‘••‹„Ž‡Ǥ Š‡”‡ˆ‘”‡ǡ ƒ‘–Š‡” ‡ƒ• Šƒ† –‘ „‡ —•‡†ǡ ƒ• ˆ‘” ‡šƒ’Ž‡ ƒ•‹‰ –Š‡ ”‡•‡ƒ”…Š‡”ǯ•  …‘‡…–‹‘• ˆ‘” Š‡Ž’ –‘ •‡† –Š‡ Ž‹ –‘ –Š‡‹”  …‘–ƒ…–• ƒ• ™‡ŽŽ ƒ• ’‘•–‹‰ –Š‡ •—”˜‡› ‘ ˜ƒ”‹‘—• ‰”‘—’• ‘ ‹‡† Ǥ Š‹• ‹• ™Š› the sample could not have been exactly determinedǡ ‡˜‡ –Š‘—‰Š ‹– ™ƒ• ’‘••‹„Ž‡ –‘ ‘‹–‘” ™Š‘ ™ƒ• ”‡•’‘†‹‰–‘–Š‡“—‡•–‹‘•„›…Š‡…‹‰‹‡† —•‡”•ǯ’”‘ˆ‹Ž‡•ǡ™Š‘…‘‡–‡†‹–Š‡ ‰”‘—’ †‹•…—••‹‘ ƒˆ–‡” ˆ‹ŽŽ‹‰ ‹ –Š‡ •—”˜‡›Ǥ Š‹• ƒŽŽ ƒ†‡ –Š‡ ”‡•—Ž–• Ž‡•• •—ˆˆ‹…‹‡– ˆ‘” ‰‡‡”ƒŽ‹•ƒ–‹‘•Ǥ —”–Š‡”‘”‡ǡ†—‡–‘ˆ‹ƒ…‹ƒŽǡŽ‘‰‹•–‹…ƒŽƒ†–‹‡‹••—‡•‘•–‘ˆ–Š‡interviews had to be conducted via emailǡ ™Š‹…Š ‡˜‡”–Š‡Ž‡•• ’”‘˜‡† –‘ „‡ ‡‘—‰ŠǤ ‘™‡˜‡”ǡ –Š‡ –™‘ ˆƒ…‡Ǧ–‘Ǧˆƒ…‡‹–‡”˜‹‡™•’”‘˜‹†‡†•‘—…Šƒ††‹–‹‘ƒŽǡ—’Žƒ‡†‹ˆ‘”ƒ–‹‘ǡ–Šƒ–ƒ†‡ ‹– ’‘••‹„Ž‡ –‘ ‹†‡–‹ˆ› ‡™ ‹’‘”–ƒ–ǡ „—– ‘– –Š‘—‰Š– ‘ˆ ‹••—‡•Ǥ Š‡”‡ˆ‘”‡ǡ ‹ˆ ƒŽŽ ‹–‡”˜‹‡™•Šƒ†„‡‡‹’‡”•‘’”‘„ƒ„Ž›ƒ—„‡”‘ˆ‡™‹••—‡•‹‰Š–Šƒ˜‡ƒ”‹•‡–Šƒ– ™‘—Ž†Šƒ˜‡Šƒ†ƒ‹’ƒ…–‘–Š‡•–—†›Ǥ •ƒŽ™ƒ›• ™‹–Š “—ƒŽ‹–ƒ–‹˜‡ ‹˜‡•–‹‰ƒ–‹‘•ǡ researcher bias ‹‰Š– Šƒ˜‡ †‡–‡”‹‡† –Š‡ †‹”‡…–‹‘‘ˆ–Š‡’”‘Œ‡…–ƒ•™‡ŽŽƒ•–Š‡”‡•—Ž–•ƒƒŽ›•‹•ƒ†‹–‡”’”‡–ƒ–‹‘Ǥ –™ƒ•ƒŽ•‘˜‡”› Šƒ”† –‘ …Š‘‘•‡ ‘ ™Šƒ– –‘ ˆ‘…—• –Š‡ ‘•– „‡…ƒ—•‡ ‘ˆ –Š‡ ˜ƒ•–‡•• ‘ˆ –Š‡ ”‡•‡ƒ”…Š •–ƒ–‡‡–Ǥ 

Copyright © 2013. Diplomica Verlag. All rights reserved.

  

70

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

5.3.

Recommendations for Future Research

‹…‡ –Š‡”‡ ƒ”‡ ‡™ •‘…‹ƒŽ ‡–™‘”• „‡‹‰ …”‡ƒ–‡† ƒŽŽ –Š‡ –‹‡ ‘” ‡š‹•–‹‰ ‘‡• ƒ”‡ ‹’”‘˜‡† ƒ† ƒŽ–‡”‡† …‘•–ƒ–Ž›ǡ it is essential that the impact of SM on PR is researched regularlyǤ‘•–‹’‘”–ƒ–Ž›ǡit would be of particular use to investigate in depth the lack of knowledge and skills and unwillingness of PROs to learn more about SM, „‡…ƒ—•‡ ‹– ™‘—Ž† Š‡Ž’ ˆ‹†‹‰ ‘—– ƒŽŽ ”‡ƒ•‘• ˆ‘” –Š‹• ’”‘„Ž‡ ƒ† Š‘™ ’”‘ˆ‡••‹‘ƒŽ• …ƒ •‘Ž˜‡ ‹–Ǥ ’”‘˜‹‰ –Š‘•‡ ƒ„‹Ž‹–‹‡• ™‘—Ž† …‡”–ƒ‹Ž› „‡ ƒ …ŠƒŽŽ‡‰‡ ˆ‘” ’”ƒ…–‹–‹‘‡”•ǡ„—–‹–Šƒ•ƒŽ”‡ƒ†›„‡…‘‡ƒ‡…‡••ƒ”›•‡–‘ˆ•‹ŽŽ•ˆ‘”–Š‡’”‘ˆ‡••‹‘ƒ† ˆ‘”‹–•ˆ—–—”‡‡š‹•–‡…‡Ǥ Ž•‘ǡ–Š‡”‡•‡ƒ”…Šˆ‘…—•‡†•–”‘‰Ž›‘•‘…‹ƒŽ‡†‹ƒǤ‘™‡˜‡”ǡit would be interesting to investigate how traditional media is being used through new media and social networksǤ ‘–Š‡””‡…‘‡†ƒ–‹‘™‘—Ž†„‡–‘choose different questionnaire software–Šƒ —”˜‡›‘‡›ǡ„‡…ƒ—•‡‡˜‡–Š‘—‰Š‹–™ƒ•ˆƒ‹”Ž›‡ƒ•›–‘—•‡ƒ††‡•‹‰–Š‡“—‡•–‹‘•ǡ –Š‡ˆ”‡‡˜‡”•‹‘†‹†‘–ƒŽŽ‘™‘”‡–ŠƒͳͲ“—‡•–‹‘•‘”†‘™Ž‘ƒ†‹‰‘”‡š–”ƒ…–‹‰–Š‡ †ƒ–ƒ•‘–Š‹•Šƒ†–‘„‡†‘‡ƒ—ƒŽŽ›ƒ†™ƒ•“—‹–‡–‹‡Ž›Ǥ • †‹•…—••‡† ƒ„‘˜‡ ‹ –Š‡ Ž‹‹–ƒ–‹‘•ǡ ‹– ‹• –Š‡”‡ˆ‘”‡ ”‡…‘‡†‡† –‘ start with the primary research as early as possibleǤ – ™‘—Ž† „‡ ‡•’‡…‹ƒŽŽ› —•‡ˆ—Ž ‹ˆ ˆ—–—”‡ researchers build good connections with influential PR practitionersǡ ‡Ǥ‰Ǥ ‹ –Š‡  ǡ „‡ˆ‘”‡ –Š‡ „‡‰‹‹‰ ‘ˆ –Š‡ ”‡•‡ƒ”…Šǡ „‡…ƒ—•‡ –Š‡•‡ ’‡‘’Ž‡ ™‘—Ž† „‡ ƒ„Ž‡ –‘ ’”‘˜‹†‡ ‰—‹†ƒ…‡ǡ •—’’‘”– ƒ† ‘•– ‹’‘”–ƒ–Ž› Š‡Ž’ †‹•–”‹„—–‡ ƒ “—‡•–‹‘ƒ‹”‡ǡ •‹…‡ –Š‹•™ƒ•ƒ„‹‰‹••—‡™‹–Š–Š‹•”‡•‡ƒ”…Šƒ†–Š‡”‡•‡ƒ”…Š‡”†‹†‘–Šƒ˜‡•—…Š…‘‡…–‹‘•Ǥ ‡•––Š‹‰™‘—Ž†„‡–‘‰‘–‘”‡‰‹‘ƒŽ‡‡–‹‰•‘ˆ–Š‡ Ž‘‰„‡ˆ‘”‡–Š‡”‡•‡ƒ”…ŠŠƒ• „‡‰ƒ ƒ† ‡–™‘” ™‹–Š ’”‘ˆ‡••‹‘ƒŽ•ǡ ™Š‘ …‘—Ž† ƒŽ•‘ „‡…‘‡ ’‘–‡–‹ƒŽ ‹–‡”˜‹‡™

Copyright © 2013. Diplomica Verlag. All rights reserved.

’ƒ”–‹…‹’ƒ–•Ǥˆ–‡”ƒŽŽǡ”‡Žƒ–‹‘•Š‹’•‹’Žƒ›ƒ„‹‰”‘Ž‡Ǥ    

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

71

6. References ”‘™ǡǤǡȋʹͲͲͻȌǤPublic Relations and the Social Web: How to Use Social Media and Web 2.0 in CommunicationsǤ‘†‘ǣ‘‰ƒƒ‰‡Ǥ —•‹‡••‡•‡ƒ”…ŠǡȋʹͲͳʹȌǤQuantitative Research Methods: Surveys.ȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ™™™Ǥ’„•Ǥ’Ž›‘—–ŠǤƒ…Ǥ—Ȁ„—•‡”‡•Ȁ‹–”‘ǤŠ–Žεȏ……‡••‡†ͻƒ”…Š ʹͲͳʹȐǤ —•‹‡••‡•‡ƒ”…ŠǡȋʹͲͳʹƒȌǤQuantitative Research Methods: Experiments.ȏ‘Ž‹‡Ȑ ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀ™™™Ǥ’„•Ǥ’Ž›‘—–ŠǤƒ…Ǥ—Ȁ„—•‡”‡•Ȁ‹–”‘ǤŠ–Žε ȏ……‡••‡†ͻƒ”…ŠʹͲͳʹȐǤ —––‡”‹…ǡǤǡȋʹͲͳͳȌǤIntroducing Public RelationsǤ‘†‘ǣ —„Ž‹…ƒ–‹‘•–†Ǥ ǡȋʹͲͲͷȌǤThe Economic Significance of Public RelationsǤ‡–”‡ˆ‘”‡…‘‘‹…•ƒ† „—•‹‡••”‡•‡ƒ”…ŠŽ–†ǡ‘†‘Ǥ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ™™™Ǥ…‹’”Ǥ…‘Ǥ—Ȁ•‹–‡•Ȁ†‡ˆƒ—Ž–Ȁˆ‹Ž‡•Ȁ ΨʹͲˆ—ŽŽΨʹͲ”‡’‘”–ΨʹͲǦ ΨʹͲ‘˜‡„‡”ΨʹͲͶΨʹͲʹͲͲͷǤ’†ˆεȏ……‡••‡†ʹ͹…–‘„‡”ʹͲͳͳȐǤ Šƒˆˆ‡›ǡǤǡȋʹͲͲͻȌǤE-Business and E-Commerce Management.Ͷ–Š‡†Ǥƒ”Ž‘™ǣ‡ƒ”•‘ †—…ƒ–‹‘‹‹–‡†Ǥ  ǡȋʹͲͳʹȌǤWhat is PR?ȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ™™™Ǥ…‹’”Ǥ…‘Ǥ—Ȁ…‘–‡–Ȁ…ƒ”‡‡”•Ǧ…’†Ȁ…ƒ”‡‡”•Ǧ’”Ȁ™Šƒ–Ǧ’”εȏ……‡••‡†ͳ͵

ƒ—ƒ”›ʹͲͳʹȐǤ ‘ŽŽ‹•ǡ Ǥƒ†—••‡›ǡǤȋʹͲͲͻȌǤBusiness research: A practical guide for undergraduate & postgraduate students.͵”†‡†Ǥƒ’•Š‹”‡ǣƒŽ‰”ƒ˜‡ƒ…‹ŽŽƒǤ ‘‡•ǡȋʹͲͳͲȌǤ2010 CIPR: State of the PR Profession Benchmarking SurveyǤ‘‡•ǡ ‘†‘Ǥ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ™™™Ǥ…‹’”Ǥ…‘Ǥ—Ȁ•‹–‡•Ȁ†‡ˆƒ—Ž–Ȁˆ‹Ž‡•Ȁ ΨʹͲ–ƒ–‡ΨʹͲ‘ˆΨʹͲ–Š‡ΨʹͲ’”‘ˆ ‡••‹‘ΨʹͲ„‡…Šƒ”‹‰ΨʹͲ•—”˜‡›ΨʹͲʹͲͳͲΨʹͲ‡’–Ǥ’†ˆεȏ……‡••‡†ͳͲ ‘˜‡„‡”ʹͲͳͳȐǤ

Copyright © 2013. Diplomica Verlag. All rights reserved.

‘…‘”‡ǡȋʹͲͳʹȌǤPeople Spent 6.7 Billion Hours on Social Networks in OctoberǤȏ‘Ž‹‡Ȑ ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀ™™™Ǥ…‘•…‘”‡†ƒ–ƒ‹‡Ǥ…‘ȀʹͲͳʹȀͲͳȀ’‡‘’Ž‡Ǧ•’‡–Ǧ͸Ǧ͹Ǧ „‹ŽŽ‹‘ǦŠ‘—”•Ǧ‘Ǧ•‘…‹ƒŽǦ‡–™‘”•Ǧ‹Ǧ‘…–‘„‡”Ȁεȏ……‡••‡†ʹͶ ‡„”—ƒ”›ʹͲͳʹȐǤ ‘”’‘”ƒ–‡ƒ–…ŠǡȋʹͲͲ͵ȌǤPublic relations and lobbying industryǤȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ™™™Ǥ…‘”’‘”ƒ–‡™ƒ–…ŠǤ‘”‰ȀǫŽ‹†αͳͷ͹Ͳεȏ……‡••‡†ͺ‘˜‡„‡”ʹͲͳͳȐǤ —”‹‘•‹–›ǡȋʹͲͳʹȌǤWhat is the impact of social media on the public relations worldǫȏ˜‹†‡‘ ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀ…—”‹‘•‹–›Ǥ†‹•…‘˜‡”›Ǥ…‘Ȁ“—‡•–‹‘Ȁ•‘…‹ƒŽǦ‡†‹ƒǦ‹’ƒ…–Ǧ‘Ǧ ’”εȏ……‡••‡†ʹ͸ ‡„”—ƒ”›ʹͲͳʹȐǤ 

72

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

ƒ˜‹•ǡǤǡȋʹͲͲ͹ȌǤMastering Public Relations. ʹ†‡†Ǥ‡™‘”ǣƒŽ‰”ƒ˜‡ƒ…‹ŽŽƒǤ ƒ›‘ǡǤƒ†‘ŽŽ‘™ƒ›ǡ ǤǡȋʹͲͲʹȌǤQualitative Research Methods in Public Relations and Marketing Communications.‘†‘ǣ‘—–Ž‡†‰‡Ǥ ‡ƒ—•ǡǤǡȋʹͲͲʹȌǤSurveys in social research.ͷ–Š‡†Ǥ‘†‘ǣ‘—–Ž‡†‰‡Ǥ ‡›ǡ Ǥǡȋͳͻͻ͵ȌǤQualitative Data Analysis.‘†‘ǣ‘—–Ž‡†‰‡Ǥ ƒ…‡„‘‘‡™•”‘‘ǡȋʹͲͳʹȌǤNewsroom. ȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ‡™•”‘‘Ǥˆ„Ǥ…‘Ȁ…‘–‡–Ȁ†‡ˆƒ—Ž–Ǥƒ•’šǫ‡™•”‡ƒ †αʹʹεȏ……‡••‡†͵ ’”‹ŽʹͲͳʹȐǤ ƒ™‡•ǡ ǤǡȋʹͲͳʹȌǤŠƒ–‹•’—„Ž‹…”‡Žƒ–‹‘•ǫ ǣŠ‡ƒ‡”ǡǤǡ‡†ǤʹͲͳʹǤThe Public Relations HandbookǤ‘†‘ǣ‘—–Ž‡†‰‡ǤŠǤͳǤ ƒ™‡•ǡ ǤǡȋʹͲͳʹƒȌǤ—„Ž‹…”‡Žƒ–‹‘•ƒ†…‘—‹…ƒ–‹‘• ǣŠ‡ƒ‡”ǡǤǡ‡†ǤʹͲͳʹǤThe Public Relations HandbookǤ‘†‘ǣ‘—–Ž‡†‰‡ǤŠǤʹǤ ‡–‘ǡǤǡȋʹͲͲ͸ȌǤWeft QDA User's ManualǤȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ™™™Ǥ’”‡••—”‡Ǥ–‘Ȁ“†ƒȀ†‘…Ȁ™‡ˆ–Š‡Ž’Ǥ’†ˆεȏ……‡••‡†ʹ͵ƒ”…ŠʹͲͳʹȐǤ ‹‡Ž†‹‰ǡǤǡ‡‡ǡǤƒ†Žƒǡ ǤǡȋʹͲͲͺȌǤThe SAGE Handbook of Online Research Methods.‘†‘ǣ —„Ž‹…ƒ–‹‘•–†Ǥ Ž‹–ǡ ǤǡȋʹͲͲͻȌǤŠ‡ ˆŽ—‡…‡”•ƒ”‡ƒŽŽƒ”‘—†ǤPRWeekǤ‡’–‡„‡”ʹͲͲͻǤȏ‘Ž‹‡Ȑ ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ™™™Ǥ…‹–‹‰ƒ–‡†‡™‡”‘‰‡”•‘Ǥ…‘ȀΨʹͲ‡‡ΨʹͲ••ƒ›ΨʹͲǦ ΨʹͲ ‘ƒ–ŠƒΨʹͲ Ž‹–Ǥ’†ˆεȏ……‡••‡†ͳͻ ƒ—ƒ”›ʹͲͳʹȐǤ ”ƒŽ‹ǡǤǡȋʹͲͲͻȌǤKey Concepts in Public Relations.‘†‘ǣ —„Ž‹…ƒ–‹‘•–†Ǥ

ƒ‹ǡǤǡȋʹͲͳͲȌǤThe New PR Skills. ȏ‘Ž‹‡Ȑʹͳ—‰—•–ʹͲͳͲǤ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ™™™Ǥ•Ž‹†‡•Šƒ”‡Ǥ‡–Ȁƒ––Š‡™‰ƒ‹Ȁ™‘”‹‰Ǧ‹ǦƒǦ’”Ǧƒ‰‡…›εȏ……‡••‡†ʹ͸ ‡„”—ƒ”›ʹͲͳʹȐǤ

Copyright © 2013. Diplomica Verlag. All rights reserved.

Ž‹†‡‡…Š‘Ž‘‰‹‡•ǡȋʹͲͲ͹ȌǤJournalists: How can the PR industry communicate better? ȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ„”ƒ†–ƒ‘Ǥˆ‹Ž‡•Ǥ™‘”†’”‡••Ǥ…‘ȀʹͲͲ͹ȀͲͺȀ‰Ž‹†‡̴Œ‘—”ƒŽ‹•–̴”‡•‡ƒ”…ŠǤ’†ˆε ȏ……‡••‡†ʹͷ ‡„”—ƒ”›ʹͲͳʹȐǤ

‘”†‘ǡǤǡȋʹͲͳͳȌǤPublic Relations. šˆ‘”†ǣšˆ‘”†‹˜‡”•‹–›”‡••Ǥ

”—‹‰ǡ Ǥƒ†—–ǡǡȋͳͻͺͶȌǤManaging Public Relations. ‘†‘ǣŠ‘’•‘‡ƒ”‹‰Ǥ

—–ŠǡǤƒ†ƒ”•ŠǡŠǤǡȋʹͲͳʹȌǤPublic Relations. A Values-Driven Approach. ͷ–Š‡†Ǥ ‘•–‘ǣŽŽ›Ƭƒ…‘Ǥ 

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

73

‡ƒŽ‡›ǡǤ Ǥƒ†ƒ™Ž‹•‘ǡǤǤȋͳͻͻͶȌǤ –‡”˜‹‡™‹‰–‡…Š‹“—‡•‹„—•‹‡••ƒ† ƒƒ‰‡‡–”‡•‡ƒ”…ŠǤ ǣƒ••ǡǤ Ǥƒ†‡ŽŽ•ǡǤǤȋ‡†•ȌǤPrinciples and Practice in Business and Management Research.Ž†‡”•Š‘–ǣƒ”–‘—–Šǡ’’Ǥͳʹ͵ǦͳͶͷǤ ‡•Ž‘™‡ǡǤǡȋʹͲͲ͵ȌǤPublic Relations. A practical guide to the basics.ʹ†‡†Ǥ‘†‘ǣ ‘‰ƒƒ‰‡Ǥ ‘ŽŽ‡•‡ǡǤǡȋʹͲͳͳȌǤGlobal Marketing.ͷ–Š‡†Ǥ ‘†‘ǣ‡ƒ”•‘†—…ƒ–‹‘‹‹–‡†Ǥ ˆ‘ƒ”‡Ž ǡȋʹͲͳͳȌǤPower Of Social Media. ȏ˜‹†‡‘‘Ž‹‡Ȑ͵Ͳ ƒ—ƒ”›ʹͲͳͳǤ˜ƒ‹Žƒ„Ž‡ ƒ–ǣδŠ––’ǣȀȀ™™™Ǥ›‘—–—„‡Ǥ…‘Ȁ™ƒ–…Šǫ˜α“ŒšƬˆ‡ƒ–—”‡α”‡Žƒ–‡†ε ȏ……‡••‡†ʹͶ ‡„”—ƒ”›ʹͲͳʹȐǤ –‡”•‡…–‹‘‘•—Ž–‹‰ǡȋʹͲͲͻȌǤWord of Mouth. ȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ™™™ǤˆŽ‹…”Ǥ…‘Ȁ’Š‘–‘•Ȁ‹–‡”•‡…–‹‘…‘•—Ž–‹‰Ȁ͵ͶͲ͸Ͷͺͳ͵͵ͻȀεȏ……‡••‡† ʹ͸ ‡„”—ƒ”›ʹͲͳʹȐǤ ƒ’ŽƒǡǤƒ†ƒ‡Ž‡‹ǡǤǡȋʹͲͳͲȌǤ•‡”•‘ˆ–Š‡™‘”Ž†ǡ—‹–‡ǨŠ‡…ŠƒŽŽ‡‰‡•ƒ† ‘’’‘”–—‹–‹‡•‘ˆ‘…‹ƒŽ‡†‹ƒǤBusiness Horizons. ȏ‡ǦŒ‘—”ƒŽȐͷ͵ȋͳȌǡ’’ǤͷͻǦ͸ͺǤ ˜ƒ‹Žƒ„Ž‡–Š”‘—‰ŠǣŽ•‡˜‹‡”ƒ–ƒ„ƒ•‡ȏ……‡••‡†ʹͷ ‡„”—ƒ”›ʹͲͳʹȐǤ ‡›‘–‡ǡȋʹͲͲ͹ȌǤPublic Relations Industry. Market Assessment 2007Ǥ‘†‘ǣ‡›‘–‡ —„Ž‹…ƒ–‹‘•–†Ǥ ‡˜‹‡ǡǤǡ‘…‡ǡǤǡ‡ƒ”Ž•ǡǤƒ†‡‹„‡”‰‡”ǡǤǡȋʹͲͳͳȌǤThe Cluetrain Manifesto. ͳͲ–Š ‹˜‡”•ƒ”›‡†Ǥ‡™‘”ǣƒ•‹…‘‘•Ǥ ƒ‰‘Ž†ǡǤ Ǥƒ† ƒ—Ž†•ǡǤ ǤǡȋʹͲͲͻȌǤ‘…‹ƒŽ‡†‹ƒǣŠ‡‡™Š›„”‹†‡Ž‡‡–‘ˆ–Š‡ ’”‘‘–‹‘‹šǤBusiness Horizons. ͷʹȋͶȌ’’Ǥ͵ͷ͹Ǧ͵͸ͷǤ ƒ›ˆ‹‡Ž†ǡǤǡȋʹͲͲͺȌǤWhat is Social Media?ȏ‡Ǧ„‘‘Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ™™™Ǥ‹…”‘••‹‰Ǥ…‘Ǥ—Ȁˆ‹Ž‡ƒ†‹Ȁ—’Ž‘ƒ†•Ȁ‡‘‘•ȀŠƒ–̴‹•̴‘…‹ƒŽ̴‡†‹ƒ̴‹ ”‘••‹‰̴‡„‘‘Ǥ’†ˆεȏ……‡••‡†͵Ͳ ƒ—ƒ”›ʹͲͳʹȐǤ ‘‘”‡ǡǤǡȋʹͲͲ͸ȌǤHow to do research. A practical guide to designing and managing research projects.͵”†‡†Ǥ‘†‘ǣ ƒ…‡–—„Ž‹•Š‹‰Ǥ

Copyright © 2013. Diplomica Verlag. All rights reserved.

Š‹ŽŽ‹’•ǡǤǡȋʹͲͲͻȌǤ ”—‹‰‹ƒ‹‡™‘ˆ‘†‡”.LeverWealth,ȏ„Ž‘‰Ȑͻ ƒ—ƒ”›ʹͲͲͻǤ ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀŽ‡˜‡”™‡ƒŽ–ŠǤ„Ž‘‰•’‘–Ǥ…‘ȀʹͲͲͻȀͲͳȀ‰”—‹‰‹ƒǦ˜‹‡™Ǧ‘ˆǦ ‘†‡”Ǧ’”ǤŠ–Žεȏ……‡••‡†ͳͻ ƒ—ƒ”›ʹͲͳʹȐǤ Š‹ŽŽ‹’•ǡǤƒ†‘—‰ǡǤǡȋʹͲͲͻȌǤOnline Public RelationsǤ‘†‘ǣ‘‰ƒƒ‰‡‹‹–‡†Ǥ ƒ‹Ž›ǡȋʹͲͳʹȌǤThe latest (and most fascinating) stats on Twitter.ȏ‘Ž‹‡ȐʹͶ ‡„”—ƒ”› ʹͲͳʹǤ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀ™™™Ǥ’”†ƒ‹Ž›Ǥ…‘Ȁƒ‹Ȁ”–‹…Ž‡•ȀͳͲͻʹͺǤƒ•’šε ȏ……‡••‡†ʹ͸ ‡„”—ƒ”›ʹͲͳʹȐǤ 

74

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

ƒ‹Ž›ǡȋʹͲͳʹƒȌǤThe most recent (and incredibly impressive) Facebook stats.ȏ‘Ž‹‡Ȑʹʹ ‡„”—ƒ”›ʹͲͳʹǤ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ™™™Ǥ’”†ƒ‹Ž›Ǥ…‘Ȁƒ‹Ȁ”–‹…Ž‡•ȀŠ‡̴‘•–̴”‡…‡–̴ƒ†̴‹…”‡†‹„Ž›̴‹’”‡• •‹˜‡̴ ƒ…‡„‘‘̴ͳͲͺͺͺǤƒ•’šεȏ……‡••‡†ʹ͸ ‡„”—ƒ”›ʹͲͳʹȐǤ ƒ‹Ž›ǡȋʹͲͳʹ„ȌǤ12 incredibly useful digital tools for PR.ȏ‘Ž‹‡ȐͶ’”‹ŽʹͲͳʹǤ˜ƒ‹Žƒ„Ž‡ ƒ–ǣδŠ––’ǣȀȀ™™™Ǥ’”†ƒ‹Ž›Ǥ…‘Ȁƒ‹Ȁ”–‹…Ž‡•ȀͳͳʹͺͲǤƒ•’šεȏ……‡••‡†ͷ’”‹Ž ʹͲͳʹȐǤ †‡ˆ‹‹–‹‘ǡȋʹͲͳͳȌǤAbout The ‘Public Relations Defined’ Initiative.ȏ‘Ž‹‡Ȑ͵Ͳ…–‘„‡” ʹͲͳͳǤ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀ’”†‡ˆ‹‹–‹‘Ǥ’”•ƒǤ‘”‰Ȁ‹†‡šǤ’Š’ȀʹͲͳͳȀͳͲȀ͵ͲȀƒ„‘—–Ǧ –Š‡Ǧ’”•ƒǦ’—„Ž‹…Ǧ”‡Žƒ–‹‘•Ǧ†‡ˆ‹‡†Ǧ‹‹–‹ƒ–‹˜‡Ȁεȏ……‡••‡†ʹͻ ‡„”—ƒ”›ʹͲͳʹȐǤ ǡȋʹͲͳʹȌǤWhat is Public Relations?ȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ™™™Ǥ’”•ƒǤ‘”‰Ȁƒ„‘—–’”•ƒȀ’—„Ž‹…”‡Žƒ–‹‘•†‡ˆ‹‡†Ȁεȏ……‡••‡†ͳ͵ ƒ—ƒ”› ʹͲͳʹȐǤ ǡȋʹͲͳʹƒȌǤA Modern Definition of Public Relations.ȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ’”†‡ˆ‹‹–‹‘Ǥ’”•ƒǤ‘”‰Ȁ‹†‡šǤ’Š’ȀʹͲͳʹȀͲ͵ȀͲͳȀ‡™Ǧ†‡ˆ‹‹–‹‘Ǧ‘ˆǦ’—„Ž‹…Ǧ ”‡Žƒ–‹‘•Ȁεȏ……‡••‡†ͳƒ”…ŠʹͲͳʹȐǤ ƒ‰ƒǡȋʹͲͳʹȌǤConsumers 71 percent more likely to buy based on social media referrals. ȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀ™™™Ǥ”ƒ‰ƒǤ…‘Ȁƒ‹Ȁ”–‹…Ž‡•ȀͶͶͳͻ͹Ǥƒ•’šε ȏ……‡••‡†ͳ͵ ƒ—ƒ”›ʹͲͳʹȐǤ ƒ—†‡”•ǡǤǡ‡™‹•ǡǤƒ†Š‘”Š‹ŽŽǡǤǡȋʹͲͲ͹ȌǤResearch Methods for Business Students. Ͷ–Š‡†Ǥƒ”Ž‘™ǣ‡ƒ”•‘†—…ƒ–‹‘‹‹–‡†Ǥ ƒ—†‡”•ǡǤǡ‡™‹•ǡǤƒ†Š‘”Š‹ŽŽǡǤǡȋʹͲͲͻȌǤResearch Methods for Business Students. ͷ–Š‡†Ǥƒ”Ž‘™ǣ‡ƒ”•‘†—…ƒ–‹‘‹‹–‡†Ǥ ƒ›ǡǤǡȋʹͲͳͲȌǤŽ›–Š‡–”‘‰‡•–™‹ŽŽ—”˜‹˜‡–Š‡‘…‹ƒŽ‡†‹ƒ‰‡.Ecademy,ȏ„Ž‘‰Ȑʹͺ

—Ž›ʹͲͳͲǤ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀ™™™Ǥ‡…ƒ†‡›Ǥ…‘Ȁ‘†‡Ǥ’Š’ǫ‹†αͳͷʹͻͳͻε ȏ……‡••‡†͹ƒ”…ŠʹͲͳʹȐǤ …‘––ǡǤǤǡȋʹͲͳͳȌǤThe New Rules of Marketing and PRǤ‡™ ‡”•‡›ǣ ‘Š‹Ž‡›Ƭ‘•ǡ …Ǥ

Copyright © 2013. Diplomica Verlag. All rights reserved.

‡ƒ”ƒǡǤƒ†‘—‰‹‡ǡǤǡȋʹͲͲͻȌǤResearch Methods for Business. A Skill Building Approach. ͷ–Š‡†ǤŠ‹…Š‡•–‡”ǣ ‘Š‹Ž‡›Ƭ‘•–†Ǥ ‡”‹ǡǤǡȋʹͲͳͳȌǤUnlocking Social Media for PR.ȏ‡Ǧ„‘‘Ȑ‡™•™‹”‡••‘…‹ƒ–‹‘Ǥ ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀ™™™Ǥ’”‡™•™‹”‡Ǥ…‘Ȁ‘™Ž‡†‰‡Ǧ…‡–‡”Ȁ‡‘‘ǦŽ‘…‹‰Ǧ ‘…‹ƒŽǦ‡†‹ƒǦˆ‘”ǦǤŠ–Žεȏ……‡••‡†ʹͳ‡’–‡„‡”ʹͲͳͳȐǤ ‹–Šǡƒ†‘‘ǡ‡ǡȋʹͲͳͳȌǤMarketing Communications: integrating offline and online with social media. ͷ–Š‡†Ǥ‘†‘ǣ‘‰ƒƒ‰‡Ǥ 

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

75

‘…‹‡–›ˆ‘”—ƒ‡•‘—”…‡ƒƒ‰‡‡–ǡȋʹͲͳʹȌǤAn Examination of How Social Media is Embedded in Business Strategy and Operations Survey Findings.ȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ ƒ–ǣ δŠ––’ǣȀȀ™™™Ǥ•Š”Ǥ‘”‰Ȁ”‡•‡ƒ”…ŠȀ•—”˜‡›ˆ‹†‹‰•Ȁƒ”–‹…Ž‡•Ȁ’ƒ‰‡•Ȁʹƒ‡šƒ‹ƒ–‹‘ ‘ˆŠ‘™•‘…‹ƒŽ‡†‹ƒ‹•‡„‡††‡†‹„—•‹‡•••–”ƒ–‡‰›ƒ†‘’‡”ƒ–‹‘••—”˜‡›ˆ‹†‹‰•Ǥƒ•’ šǫŠ‘‡’ƒ‰‡α’…Š‘‡’ƒ‰‡α’…εȏ……‡••‡†͵ͳƒ”…ŠʹͲͳʹȐǤ ‘Ž‹•ǡǤǡȋʹͲͲ͹ȌǤPR Tips for Startups.ȏ‡Ǧ„‘‘Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ™™™Ǥ†‘…•–‘…Ǥ…‘Ȁ†‘…•ȀʹͺʹͲ͸ͲȀ‡„‘‘ǦǦ‹’•Ǧˆ‘”Ǧ–ƒ”–—’•εȏ……‡••‡† ʹ͸ ‡„”—ƒ”›ʹͲͳʹȐǤ ‘Ž‹•ǡǤǡȋʹͲͲͺȌǤ –”‘†—…‹‰Š‡‘˜‡”•ƒ–‹‘”‹•ǤBrian Solis, ȏ„Ž‘‰Ȑͷ—‰—•–ʹͲͲͺǤ ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀ™™™Ǥ„”‹ƒ•‘Ž‹•Ǥ…‘ȀʹͲͲͺȀͲͺȀ‹–”‘†—…‹‰Ǧ…‘˜‡”•ƒ–‹‘Ǧ ’”‹•Ȁεȏ……‡••‡†ʹͷ ‡„”—ƒ”›ʹͲͳʹȐǤ ‘Ž‹•ǡǤǡȋʹͲͳͳȌǤEngage, Revised and Updated: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New WebǤ‡™ ‡”•‡›ǣ

‘Š‹Ž‡›Ƭ‘•ǡ …Ǥȏ‹†Ž‡‡†‹–‹‘ȐǤ ‘Ž‹•ǡǤǡȋʹͲͳͳƒȌǤThe End of Business As Usual: Rewire the Way You Work to Succeed in the Consumer RevolutionǤ‡™ ‡”•‡›ǣ ‘Š‹Ž‡›Ƭ‘•ǡ …Ǥȏ‹†Ž‡‡†‹–‹‘ȐǤ ‘Ž‹•ǡǤǡȋʹͲͳʹȌǤThe Rise of Digital Influence. ȏ‘Ž‹‡ȐŽ–‹‡–‡” ”‘—’Ǥʹͳƒ”…ŠʹͲͲͺǤ ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀ™™™Ǥ•Ž‹†‡•Šƒ”‡Ǥ‡–ȀŽ–‹‡–‡”Ȁ–Š‡Ǧ”‹•‡Ǧ‘ˆǦ†‹‰‹–ƒŽǦ‹ˆŽ—‡…‡ε ȏ……‡••‡†͵ͳƒ”…ŠʹͲͳʹȐǤ ‘Ž‹•ǡǤƒ†”‡ƒ‡”‹†‰‡ǡǤǡȋʹͲͲͻȌǤPR 2.0 in a Web 2.0: What is Public Relations 2.0ǫ ȏ‡Ǧ„‘‘Ȑ‡™ ‡”•‡›ǣ ”‡••Ǥ ‘Ž‹•ǡǤƒ†”‡ƒ‡”‹†‰‡ǡǤǡȋʹͲͲͻƒȌǤPutting the Public back in Public Relations: How Social Media is reinventing the Aging Business of PRǤ‡™ ‡”•‡›ǣ‡ƒ”•‘ †—…ƒ–‹‘ǡ …Ǥȏ‹†Ž‡‡†‹–‹‘ȐǤ —‡ǡǤƒ†‹––‡”ǡǤǡȋʹͲͳʹȌǤConducting Online Surveys. ʹ†‡†Ǥ‘†‘ǣ  —„Ž‹…ƒ–‹‘•–†Ǥ ‡…ŠǡǤƒ†‡‘ƒ•ǡǤǡȋʹͲͲͻȌǤExploring Public Relations. ʹ†‡†Ǥƒ”Ž‘™ǣ‡ƒ”•‘ †—…ƒ–‹‘‹‹–‡†Ǥ

Copyright © 2013. Diplomica Verlag. All rights reserved.

Š‡ƒ‡”ǡǤǡȋʹͲͳʹȌǤThe Public Relations HandbookǤͶ–Š‡†Ǥ‘†‘ǣ‘—–Ž‡†‰‡Ǥ Š‡ —–—”‡—œœǡȋʹͲͲͻȌǤSocial Media, Web 2.0 And Internet Stats. ȏ‘Ž‹‡Ȑͳʹ ƒ—ƒ”› ʹͲͲͻǤ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀ–Š‡ˆ—–—”‡„—œœǤ…‘ȀʹͲͲͻȀͲͳȀͳʹȀ•‘…‹ƒŽǦ‡†‹ƒǦ™‡„Ǧ ʹͲǦ‹–‡”‡–Ǧ—„‡”•Ǧ•–ƒ–•Ȁεȏ……‡••‡†ʹͷ ‡„”—ƒ”›ʹͲͳʹȐǤ Š‡‡ƒŽ‹‡‡’‘”–ǡȋʹͲͳʹȌǤSocial Media Stats: Avg. Facebook User Worth Up To $118, #RLTM Scoreboard. ȏ‘Ž‹‡Ȑ͵ ‡„”—ƒ”›ʹͲͳʹǤ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ–Š‡”‡ƒŽ–‹‡”‡’‘”–Ǥ…‘ȀʹͲͳʹȀͲʹȀͲ͵Ȁ•‘…‹ƒŽǦ‡†‹ƒǦ•–ƒ–•Ǧƒ˜‰Ǧˆƒ…‡„‘‘Ǧ —•‡”Ǧ™‘”–ŠǦ—’Ǧ–‘ǦͳͳͺǦ”Ž–Ǧ•…‘”‡„‘ƒ”†Ȁεȏ……‡••‡†ʹͶ ‡„”—ƒ”›ʹͲͳʹȐǤ 

76

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

Š‡ƒ‡”ǡǤǡȋʹͲͳʹȌǤThe Public Relations HandbookǤͶ–Š‡†Ǥ‘†‘ǣ‘—–Ž‡†‰‡Ǥ Š‡‘–ƒŽ’”‘ˆ‹–ǡȋʹͲͳͳȌǤThe Social Media Revolution 2012. ȏ˜‹†‡‘‘Ž‹‡Ȑʹ͵…–‘„‡” ʹͲͳͳǤ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’•ǣȀȀ™™™Ǥ›‘—–—„‡Ǥ…‘Ȁ™ƒ–…Šǫ˜αͲ‡‡͵͹ˆ•ε ȏ……‡••‡†ʹͶ ‡„”—ƒ”›ʹͲͳʹȐǤ ƒŽŽ„Ž‘‰ǡȋʹͲͳͳȌǤThe future of Twitter – the Twitter News Network.ȏ˜‹†‡‘‘Ž‹‡Ȑ ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀ™ƒŽŽ„Ž‘‰Ǥ…‘Ǥ—ȀʹͲͳͳȀͳͲȀͲ͹Ȁ–Š‡Ǧˆ—–—”‡Ǧ‘ˆǦ–™‹––‡”Ǧ–Š‡Ǧ –™‹––‡”Ǧ‡™•Ǧ‡–™‘”Ȁεȏ……‡••‡†ͳʹ…–‘„‡”ʹͲͳͳȐǤ ‹‹’‡†‹ƒǡȋʹͲͳʹȌǤSocial Media.ȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ‡Ǥ™‹‹’‡†‹ƒǤ‘”‰Ȁ™‹‹Ȁ‘…‹ƒŽ̴‡†‹ƒεȏ……‡••‡†ʹͷ ‡„”—ƒ”›ʹͲͳʹȐǤ ‘”Ž†‘‡–‡”•ǡȋʹͲͳʹȌǤWordometers. Real time world statistics.ȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ™™™Ǥ™‘”Ž†‘‡–‡”•Ǥ‹ˆ‘Ȁεȏ……‡••‡†ͳ͸’”‹ŽʹͲͳʹȐǤ ”‹‰Š–ǡǤƒ†‹•‘ǡǤǡȋʹͲͳͲȌǤƒŽ›•‹•‘ˆ‡™‘—‹…ƒ–‹‘•‡†‹ƒ•‡‹ —„Ž‹…‡Žƒ–‹‘•ǣ‡•—Ž–•‘ˆƒ ‹˜‡Ǧ‡ƒ””‡†–—†›ǤPublic Relations JournalǡͶȋʹȌǤ —„Ž‹…‡Žƒ–‹‘•‘…‹‡–›‘ˆ‡”‹…ƒǤȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ™™™Ǥ’”•ƒǤ‘”‰Ȁ‡ƒ”…Š‡•—Ž–•Ȁ†‘™Ž‘ƒ†Ȁ͸Ǧ ͲͶͲʹͲʹȀͲȀ̴ƒŽ›•‹•̴‘ˆ̴‡™̴‘—‹…ƒ–‹‘•̴‡†‹ƒ̴•‡̴‹̴—„εȏ……‡••‡† ʹͳ ƒ—ƒ”›ʹͲͳʹȐǤ ”‹‰Š–ǡǤƒ†‹•‘ǡǤǡȋʹͲͳͳȌǤŠ”‡‡Ǧ‡ƒ”‘‰‹–—†‹ƒŽƒŽ›•‹•‘ˆ‘…‹ƒŽƒ† ‡”‰‹‰‡†‹ƒ•‡‹—„Ž‹…‡Žƒ–‹‘•”ƒ…–‹…‡ǤPublic Relations Journalǡͷȋ͵ȌǤ —„Ž‹…‡Žƒ–‹‘•‘…‹‡–›‘ˆ‡”‹…ƒǤȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ™™™Ǥ’”•ƒǤ‘”‰Ȁ –‡ŽŽ‹‰‡…‡Ȁ ‘—”ƒŽȀ‘…—‡–•ȀʹͲͳͳ”‹‰Š–‹•‘Ǥ’† ˆεȏ……‡••‡†ʹͳ ƒ—ƒ”›ʹͲͳʹȐǤ ƒšŽ‡›ǡǤǡȋʹͲͳʹȌǤ‹‰‹–ƒŽ’—„Ž‹…”‡Žƒ–‹‘•Ȃ”‡˜‘Ž—–‹‘‘”‡˜‘Ž—–‹‘ǫ ǣŠ‡ƒ‡”ǡǤǡ‡†Ǥ ʹͲͳʹǤThe Public Relations HandbookǤ‘†‘ǣ‘—–Ž‡†‰‡ǤŠǤͳǤ

Copyright © 2013. Diplomica Verlag. All rights reserved.

‡”ˆƒ••ǡǤǡ‡”Š‘‡˜‡ǡǤǡ‡…ŠǡǤǡ‘”‡‘ǡǤǡƬ‡”«‹«ǡǤǡȋʹͲͳͳȌǤEuropean Communication Monitor 2011.Empirical Insights into Strategic Communication in Europe. Results of an Empirical Survey in 43 Countries (Chart Version). ”—••‡Ž•ǣ ǡǤ˜ƒ‹Žƒ„Ž‡ƒ–ǣδ™™™Ǥ…‘—‹…ƒ–‹‘‘‹–‘”Ǥ‡—εȏ……‡••‡†ͳ —‰—•–ʹͲͳͳȐǤ

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

77

7. Bibliography ”ƒ†•Šƒ™ǡǤǡʹͲͳʹǤ†˜‡”–‹•‹‰•‡‡•–™‘’ƒ–Š•‹‰Ž‘‘ǤFinancial Times. ͳͻ ƒ—ƒ”› ʹͲͳʹǡ’ǤͶǤ ”ƒ••‹‰–‘ǡ Ǥƒ†‡––‹––ǡǤǡʹͲͲͲǤPrinciples of Marketing. ʹ†‡†Ǥ‘†‘ǣ ‹ƒ…‹ƒŽ ‹‡•Ȁ”‡–‹…‡ƒŽŽǤ —ŽŽƒ•ǡ ǤȋʹͲͳʹȌǤJeffBullas. ȏ„Ž‘‰Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀ™™™ǤŒ‡ˆˆ„—ŽŽƒ•Ǥ…‘Ȁε —”•‘Ǧƒ”•–‡ŽŽ‡”ǡʹͲͳͲǤThe Global Social Media Check-upǤȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ™™™Ǥ„—”•‘Ǧ ƒ”•–‡ŽŽ‡”Ǥ…‘Ȁ ‘˜ƒ–‹‘̴ƒ†̴‹•‹‰Š–•Ȁ„Ž‘‰•̴ƒ†̴’‘†…ƒ•–•Ȁ̴Ž‘‰Ȁ‘…—‡– •Ȁ—”•‘Ǧƒ”•–‡ŽŽ‡”ΨʹͲʹͲͳͲΨʹͲ Ž‘„ƒŽΨʹͲ‘…‹ƒŽΨʹͲ‡†‹ƒΨʹͲŠ‡…Ǧ —’ΨʹͲ™Š‹–‡ΨʹͲ’ƒ’‡”Ǥ’†ˆεȏ……‡••‡†ʹ ‡„”—ƒ”›ʹͲͳʹȐǤ Šƒˆˆ‡›ǡǤǡʹͲͲͻǤTotal E-mail Marketing.Ͷ–Š‡†Ǥƒ”Ž‘™ǣ‡ƒ”•‘†—…ƒ–‹‘‹‹–‡†Ǥ  •‘…‹ƒŽ‡†‹ƒ’ƒ‡ŽǡʹͲͳͳǤCIPR Social Media (#ciprsm) Best Practice Guide. ƒ› ʹͲͳͳ‡†Ǥȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ™™™Ǥ…‹’”Ǥ…‘Ǥ—Ȁ•‹–‡•Ȁ†‡ˆƒ—Ž–Ȁˆ‹Ž‡•Ȁ ̴•‘…‹ƒŽ̴‡†‹ƒΨʹͲ̴„‡•–ΨʹͲ̴’”ƒ… –‹…‡ΨʹͲ̴‰—‹†ƒ…‡ΨʹͲ̴ʹͲͳͳ̴ͳ̴ͲǤ’†ˆεȏ……‡••‡†ͻ ƒ—ƒ”›ʹͲͳʹȐǤ —”‹‘•‹–›ǡʹͲͳʹǤHow has the public relations industry changed over the past 20 yearsǫ ȏ˜‹†‡‘‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀ…—”‹‘•‹–›Ǥ†‹•…‘˜‡”›Ǥ…‘Ȁ“—‡•–‹‘Ȁ’—„Ž‹…Ǧ ”‡Žƒ–‹‘•Ǧ‹†—•–”›Ǧ…Šƒ‰‡εȏ……‡••‡†ʹ͸ ‡„”—ƒ”›ʹͲͳʹȐǤ —–Ž‹’ǡǤǤǡ‡–‡”ǡǤǤƒ†”‘‘ǡ ǤǤʹͲͲͲǤEffective Public Relations.ͺ–Š‡†Ǥ ‰Ž‡™‘‘†Ž‹ˆˆ•Ǥ ǣ”‡–‹…‡ǦƒŽŽǤ †‡Žƒ”—•–ƒ”‘‡–‡”ǡʹͲͳʹǤ2012 Edelman Trust Barometer Executive Summary. ȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀ–”—•–Ǥ‡†‡ŽƒǤ…‘Ȁ–”—•–Ǧ†‘™Ž‘ƒ†Ȁ‡š‡…—–‹˜‡Ǧ •—ƒ”›Ȁεȏ……‡••‡†ʹͷ ‡„”—ƒ”›ʹͲͳʹȐǤ

”‡‰‘”›ǡǤǡʹͲͳͳǤŠ‡•–ƒ–‡‘ˆ–Š‡’—„Ž‹…”‡Žƒ–‹‘•’”‘ˆ‡••‹‘‹–Š‡ǤCorporate Communications: An International Journalǡȏ‡ǦŒ‘—”ƒŽȐͳ͸ȋʹȌǡ’’ǤͺͻǦͳͲͶ˜ƒ‹Žƒ„Ž‡ –Š”‘—‰Šǣ‡”ƒŽ†ƒ–ƒ„ƒ•‡ȏ……‡••‡†͵Ͳ…–‘„‡”ʹͲͳͳȐǤ

Copyright © 2013. Diplomica Verlag. All rights reserved.

—„•’‘–ǡȋʹͲͳʹȌǤHubsport blog. Inbound Internet Marketing Blog. ȏ„Ž‘‰Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ„Ž‘‰ǤŠ—„•’‘–Ǥ…‘Ȁε

ƒ‡•ǡǤƒ†•’Ž—†ǡ ǤȋʹͲͳͳȌǤƒ‹‰–Š‡‘•–‘ˆ‘…‹ƒŽ‡†‹ƒǤGallup Management Journalǡͳͷ‡’–‡„‡”ʹͲͳͳǤȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ‰ŒǤ‰ƒŽŽ—’Ǥ…‘Ȁ…‘–‡–ȀͳͶͻͶͳͳȀƒ‹‰Ǧ•‘…‹ƒŽǦ‡†‹ƒǤƒ•’šεȏ……‡••‡† ͵ͳƒ”…ŠʹͲͳʹȐǤ 

78

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

‡ˆˆ—ŽŽƒ•ǡʹͲͳͳǤTurbocharging your Business with Social Media MarketingǤͳ͵…–‘„‡” ʹͲͳͳȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀ™™™Ǥ•Ž‹†‡•Šƒ”‡Ǥ‡–ȀŒ‡ˆˆ„—ŽŽƒ•Ȁ–—”„‘…Šƒ”‰‹‰Ǧ ›‘—”Ǧ„—•‹‡••Ǧ™‹–ŠǦ•‘…‹ƒŽǦ‡†‹ƒǦƒ”‡–‹‰εȏ……‡••‡†ʹͲ ‡„”—ƒ”›ʹͲͳʹȐǤ

‘—”ƒŽ‹•–‹…•ǡȋʹͲͳʹȌǤJournalistics. ȏ„Ž‘‰Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀ„Ž‘‰ǤŒ‘—”ƒŽ‹•–‹…•Ǥ…‘Ȁε ‡›‘–‡ǡȋʹͲͲͷȌǤPublic Relations Industry. Market Assessment 2005Ǥ‘†‘ǣ‡›‘–‡ —„Ž‹…ƒ–‹‘•–†Ǥ ‡›‘–‡ǡȋʹͲͲ͸ȌǤPublic Relations Industry. Market Assessment 2006Ǥ‘†‘ǣ‡›‘–‡ —„Ž‹…ƒ–‹‘•–†Ǥ ‡›‘–‡ǡȋʹͲͳͲȌǤSocial Media Marketing. Market Assessment 2010Ǥ‘†‘ǣ‡›‘–‡ —„Ž‹…ƒ–‹‘•–†Ǥ ‡›‘–‡ǡȋʹͲͳʹȌǤDigital Communications. Market Report 2012Ǥ‘†‘ǣ‡›‘–‡ —„Ž‹…ƒ–‹‘•–†Ǥ Š‹ŽŽ‹’•ǡǤǡʹͲͲͳǤOnline Public Relations. ʹ†‡†Ǥ‘†‘ǣ‘‰ƒƒ‰‡Ǥ ”‡ƒˆƒ•–Ž—„ǡȋʹͲͳʹȌǤPR Breakfast Club. ȏ„Ž‘‰Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ’”„”‡ƒˆƒ•–…Ž—„Ǥ…‘Ȁε  ‘—”ƒŒƒƒ•ǡȋʹͲͳʹȌǤPR in your pajamas. Practical publicity for entrepreneurs. ȏ„Ž‘‰Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀ’”‹›‘—”’ƒŒƒƒ•Ǥ…‘ε ‡™•™‹”‡ǡʹͲͳͳǤNearly 60% of Business Owners Use Social Media Tools to Communicate With Their Customers.ȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ™™™Ǥ’”‡™•™‹”‡Ǥ…‘Ȁ‡™•Ǧ”‡Ž‡ƒ•‡•Ȁ‡ƒ”Ž›Ǧ͸ͲǦ‘ˆǦ„—•‹‡••Ǧ‘™‡”•Ǧ—•‡Ǧ •‘…‹ƒŽǦ‡†‹ƒǦ–‘‘Ž•Ǧ–‘Ǧ…‘—‹…ƒ–‡Ǧ™‹–ŠǦ–Š‡‹”Ǧ…—•–‘‡”•Ǧͳ͵ʹͻͳͲͷͶ͵ǤŠ–Žε ȏ……‡••‡†ͳ͵…–‘„‡”ʹͲͳͳȐǤ Ǧ“—ƒ”‡†ǡȋʹͲͳʹȌǤPR-Squared. Social Media Marketing and Public Relations. ȏ„Ž‘‰Ȑ ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀ™™™Ǥ’”Ǧ•“—ƒ”‡†Ǥ…‘ε ‡‡ǡʹͲͳͳǤ‰‡…‹‡••Žƒ‹‹’‡†‹ƒ‹•—•‡ǤPRWeek. ͳ͸‡…‡„‡”ʹͲͳͳǡ’Ǥ͵Ǥ ‡‡ǡʹͲͳʹǤ‘…‹ƒ„‹Ž‹–›ǤŠ‡„‹‰’‹…–—”‡ǤPRWeek. ͳ͹ ‡„”—ƒ”›ʹͲͳʹǡ’Ǥʹ͹Ǥ

Copyright © 2013. Diplomica Verlag. All rights reserved.

‡‡ǡʹͲͳʹǤŠ‡ ͳͲͲ•‘…‹ƒŽ‡†‹ƒ‹†‡šǤPRWeek. ͳͲ ‡„”—ƒ”›ʹͲͳʹǡ’’Ǥʹ͸ǦʹͻǤ ƒ‰ƒǡʹͲͳʹǤHow should we define PR? ȏ˜‹†‡‘‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ™™™Ǥ”ƒ‰ƒǤ…‘Ȁƒ‹Ȁ‹†‡‘Ȁͳͷ͹͵Ǥƒ•’šεȏ……‡••‡†ͳ͵ ‡„”—ƒ”›ʹͲͳʹȐǤ ƒ‰ƒǡȋʹͲͳʹȌǤRagan.com. News and ideas for communicators. ȏ„Ž‘‰Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ™™™Ǥ”ƒ‰ƒǤ…‘Ȁε 

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

79

‹’Ž›‡•–›ǡʹͲͳͲǤ‘™‘…‹ƒŽ‡†‹ƒ •Šƒ‰‹‰Š‡ †—•–”›ǤSimplyZesty, ȏ„Ž‘‰Ȑ ͳͷ ƒ—ƒ”›ʹͲͳͲǤ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀ™™™Ǥ•‹’Ž›œ‡•–›Ǥ…‘Ȁ•‘…‹ƒŽǦ‡†‹ƒȀ•‘…‹ƒŽǦ ‡†‹ƒǦ…Šƒ‰‹‰Ǧ’”Ǧ‹†—•–”›Ȁεȏ……‡••‡†ʹͷ ‡„”—ƒ”›ʹͲͳʹȐǤ ‹’Ž›‡•–›ǡȋʹͲͳʹȌǤSimplyZesty. Online PR and Social Media. ȏ„Ž‘‰Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ™™™Ǥ•‹’Ž›œ‡•–›Ǥ…‘ε ‘…‹ƒŽ‡†‹ƒšƒ‹‡”ǡȋʹͲͳʹȌǤSocial Media Examiner. Your Guide to the Social Media Jungle. ȏ„Ž‘‰Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀ™™™Ǥ•‘…‹ƒŽ‡†‹ƒ‡šƒ‹‡”Ǥ…‘ε ‘…‹ƒŽ‹‡•ǡȋʹͲͳʹȌǤSocial Times. Your Social Media Source. ȏ„Ž‘‰Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ•‘…‹ƒŽ–‹‡•Ǥ…‘ε ‘Ž‹•ǡǤȋʹͲͳʹȌǤBrian Solis. ȏ„Ž‘‰Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀ™™™Ǥ„”‹ƒ•‘Ž‹•Ǥ…‘Ȁε ’‹—…•ǡȋʹͲͳʹȌǤSpin Sucks. Professional Development for PR and Marketing Pros. ȏ„Ž‘‰Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀ•’‹•—…•Ǥ…‘Ȁε –”ƒ˜‡ŽŽ‹ǡǤǡʹͲͲͺǤUniversal Mccann International Social Media Research Wave 3. ȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀ™™™Ǥ•Ž‹†‡•Šƒ”‡Ǥ‡–Ȁ‹…•–”ƒ˜‡ŽŽ‹Ȁ—‹˜‡”•ƒŽǦ ……ƒǦ‹–‡”ƒ–‹‘ƒŽǦ•‘…‹ƒŽǦ‡†‹ƒǦ”‡•‡ƒ”…ŠǦ™ƒ˜‡Ǧ͵εȏ……‡••‡†ʹͺ ‡„”—ƒ”› ʹͲͳʹȐǤ Š‡…‘‘‹•–ǡȋʹͲͳͲȌǤ Rise of the image man. ȏ‘Ž‹‡Ȑͳ͸‡…‡„‡”ʹͲͳͲǤ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ™™™Ǥ‡…‘‘‹•–Ǥ…‘Ȁ‘†‡Ȁͳ͹͹ʹʹ͹͵͵ǫ•–‘”›̴‹†αͳ͹͹ʹʹ͹͵͵εȏ……‡••‡†ʹͷ ‡„”—ƒ”›ʹͲͳʹȐǤ Š‡–‘…Š‘Ž……‘”†•ǡʹͲͳͲǤA call to action for public relations and communication in a global society.ȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀ™™™Ǥ™’”ˆʹͲͳͲǤ•‡Ȁ™’Ǧ …‘–‡–Ȁ—’Ž‘ƒ†•ȀʹͲͳͲȀͲͷȀ–‘…Š‘ŽǦ……‘”†•Ǧˆ‹ƒŽǦ˜‡”•‹‘Ǥ’†ˆεȏ……‡••‡†ͳͺ ‡„”—ƒ”›ʹͲͳʹȐǤ ™‡‡–•‡”ǡǤƒ†‡ŽŽ‡Š‡”ǡǤǡȋʹͲͳͳȌǤ•—”˜‡›‘ˆ•‘…‹ƒŽ‡†‹ƒ—•‡ǡ‘–‹˜ƒ–‹‘ƒ† Ž‡ƒ†‡”•Š‹’ƒ‘‰’—„Ž‹…”‡Žƒ–‹‘•’”ƒ…–‹–‹‘‡”•ǤPublic Relations Reviewǡ͵͹Ǥ ˜ƒ‹Žƒ„Ž‡–Š”‘—‰ŠǣŽ•‡˜‹‡”ƒ–ƒ„ƒ•‡Ǥ’’ǤͶʹͷǦͶʹͺǤ

Copyright © 2013. Diplomica Verlag. All rights reserved.

‹•‡”ǡ ǤȋʹͲͲ͸ȌǤThe Undergraduate Research Handbook.‘†‘ǣƒŽ‰”ƒ˜‡ƒ…‹ŽŽƒǤ ‹‰Ž‡›ǡǤƒ†Šƒ‰ǡǤǡȋʹͲͳͳȌǤ–—†›‘ˆ”ƒ…–‹–‹‘‡”•ǯ•‡‘ˆ‘…‹ƒŽ‡†‹ƒ‹ ”‹•‹•Žƒ‹‰ǤPublic Relations Journalǡͷȋ͵ȌǤ—„Ž‹…‡Žƒ–‹‘•‘…‹‡–›‘ˆ‡”‹…ƒǤ ȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ™™™Ǥ’”•ƒǤ‘”‰Ȁ –‡ŽŽ‹‰‡…‡Ȁ ‘—”ƒŽȀ‘…—‡–•ȀʹͲͳͳ‹‰Ž‡›Šƒ‰Ǥ’†ˆ εȏ……‡••‡†ͷ…–‘„‡”ʹͲͳͳȐǤ ”‹‰Š–ǡǤƒ†‹•‘ǡǤǡʹͲͲͺǤ‘™Ž‘‰•ƒ†‘…‹ƒŽ‡†‹ƒ”‡Šƒ‰‹‰—„Ž‹… ‡Žƒ–‹‘•ƒ†–Š‡ƒ›‹–‹•”ƒ…–‹…‡†ǤPublic Relations JournalǡʹȋʹȌǤ—„Ž‹… ‡Žƒ–‹‘•‘…‹‡–›‘ˆ‡”‹…ƒǤȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ™™™Ǥ’”•ƒǤ‘”‰Ȁ‡ƒ”…Š‡•—Ž–•Ȁ†‘™Ž‘ƒ†Ȁ͸Ǧ

80

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

Ͳ͵ͲʹͲʹȀͲȀ̴’†ƒ–‡†̴‘‘̴ƒ–̴–Š‡̴ ’ƒ…–̴‘ˆ̴‘…‹ƒŽ̴‡†‹ƒ̴‘̴εȏ……‡••‡†ͷ …–‘„‡”ʹͲͳͳȐǤ ”‹‰Š–ǡǤƒ†‹•‘ǡǤǡʹͲͲͻǤ’†ƒ–‡†‘‘ƒ––Š‡ ’ƒ…–‘ˆ‘…‹ƒŽ‡†‹ƒ‘ —„Ž‹…‡Žƒ–‹‘•”ƒ…–‹…‡ǤPublic Relations Journalǡ͵ȋʹȌǤ—„Ž‹…‡Žƒ–‹‘•‘…‹‡–›‘ˆ ‡”‹…ƒǤȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀ™™™Ǥ’”•ƒǤ‘”‰Ȁ‡ƒ”…Š‡•—Ž–•Ȁ˜‹‡™Ȁ͸Ǧ ͲʹͲʹͲ͵ȀͲȀ‘™̴Ž‘‰•̴ƒ†̴‘…‹ƒŽ̴‡†‹ƒ̴ƒ”‡̴Šƒ‰‹‰̴—„Ž‹…̴‡Žεȏ……‡••‡†ͷ …–‘„‡”ʹͲͳͳȐǤ ”‹‰Š–ǡǤƒ†‹•‘ǡǤǡʹͲͲͻǤšƒ‹‹‰‘™—„Ž‹…‡Žƒ–‹‘•”ƒ…–‹–‹‘‡”•…–—ƒŽŽ› ”‡•‹‰‘…‹ƒŽ‡†‹ƒǤPublic Relations Journalǡ͵ȋ͵ȌǤ—„Ž‹…‡Žƒ–‹‘•‘…‹‡–›‘ˆ ‡”‹…ƒǤȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣδŠ––’ǣȀȀ™™™Ǥ’”•ƒǤ‘”‰Ȁ‡ƒ”…Š‡•—Ž–•Ȁ˜‹‡™Ȁ͸Ǧ Ͳ͵Ͳ͵ͲͶȀͲȀšƒ‹‹‰̴‘™̴—„Ž‹…̴‡Žƒ–‹‘•̴”ƒ…–‹–‹‘‡”•̴…–—ƒεȏ……‡••‡†ͷ …–‘„‡”ʹͲͳͳȐǤ ”‹‰Š–ǡǤƒ†‹•‘ǡǤǡȋʹͲͳͲȌǤ‘™‡™‘—‹…ƒ–‹‘•‡†‹ƒ”‡‡‹‰•‡†‹ —„Ž‹…‡Žƒ–‹‘•ǣ‘‰‹–—†‹ƒŽƒŽ›•‹•ǤPublic Relations JournalǡͶȋ͵ȌǤ—„Ž‹… ‡Žƒ–‹‘•‘…‹‡–›‘ˆ‡”‹…ƒǤȏ‘Ž‹‡Ȑ˜ƒ‹Žƒ„Ž‡ƒ–ǣ δŠ––’ǣȀȀ™™™Ǥ’”•ƒǤ‘”‰Ȁ‡ƒ”…Š‡•—Ž–•Ȁ˜‹‡™Ȁ͸Ǧ Ͳ͵Ͳ͵ͲͶȀͲȀšƒ‹‹‰̴‘™̴—„Ž‹…̴‡Žƒ–‹‘•̴”ƒ…–‹–‹‘‡”•̴…–—ƒεȏ……‡••‡†ʹͳ

ƒ—ƒ”›ʹͲͳʹȐǤ         

Copyright © 2013. Diplomica Verlag. All rights reserved.

    

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

81

8. Appendices 8.1.

Appendix 1: Questionnaire Design and Structure

Question 1: Has social media (including blogs) enhanced the PR practice? ‡• ‘ ‘™ǫȋ’–‹‘ƒŽȌ 

Question 2: Which one of the following is the most important one for your organizational overall PR efforts? Please rank in priority order with 1,2,3,4 or 5 where 1 is “least important” and 5 is “most important”. 

ͳ

ʹ

͵

Ͷ

ͷ

Ž‘‰‰‹‰ ƒ…‡„‘‘ ‹…”‘Ǧ„Ž‘‰‰‹‰ȋ‡Ǥ‰Ǥ ™‹––‡”Ȍ ‹‡†  ‹†‡‘•Šƒ”‹‰ȋ‡Ǥ‰Ǥ ‘——„‡Ȍ ˆ–Š‡”‡‹•ƒ›‘–Š‡”˜‡”›‹’‘”–ƒ–’Žƒ–ˆ‘”ǡ’Ž‡ƒ•‡•’‡…‹ˆ›Š‡”‡ǣ Question 3: How frequently do you use each of the following in your day-to-day working activities? 

˜‡”› ˆ”‡“—‡–Ž›

•‘‡™Šƒ– ˆ”‡“—‡–Ž›

•‘‡™Šƒ– ‹ˆ”‡“—‡–Ž›

˜‡”› ‹ˆ”‡“—‡–Ž›

Copyright © 2013. Diplomica Verlag. All rights reserved.

Ž‘‰‰‹‰ ƒ…‡„‘‘ ‹…”‘Ǧ„Ž‘‰‰‹‰ ȋ‡Ǥ‰Ǥ™‹––‡”Ȍ ‹‡†  ‹†‡‘•Šƒ”‹‰ ȋ‡Ǥ‰Ǥ‘——„‡Ȍ

82

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

‡˜‡”

Question 4: How frequently do you use each of the following in your free time? ˜‡”› ˆ”‡“—‡–Ž›



•‘‡™Šƒ– ˆ”‡“—‡–Ž›

•‘‡™Šƒ– ‹ˆ”‡“—‡–Ž›

˜‡”› ‹ˆ”‡“—‡–Ž›

‡˜‡”

Ž‘‰‰‹‰ ƒ…‡„‘‘ ‹…”‘Ǧ„Ž‘‰‰‹‰ ȋ‡Ǥ‰Ǥ™‹––‡”Ȍ ‹‡†  ‹†‡‘•Šƒ”‹‰ ȋ‡Ǥ‰Ǥ‘——„‡Ȍ

Question 5: For what purposes do you primarily use each of the following networks? ˆ‘”•‘…‹ƒŽ ‹–‡”ƒ…–‹‘• ™‹–Šˆ”‹‡†• ƒ†ˆƒ‹Ž›

–‘•–ƒ›—’Ǧ –‘Ǧ†ƒ–‡ȋ‡Ǥ‰Ǥ ™‹–Š–”‡†•ǡ ‡™•‡–…ǤȌ

–‘‘‹–‘” …‘’‡–‹–‹‘

–‘‡Šƒ…‡ „—•‹‡•• ”‡Žƒ–‹‘•ȋ‡Ǥ‰Ǥ ™‹–Š…Ž‹‡–•ǡ Œ‘—”ƒŽ‹•–• ‡–…ǤȌ

–‘…”‡ƒ–‡ ƒ†Ȁ‘” •Šƒ”‡ …‘–‡–

ƒ‘– ƒ…–‹˜‡–Š‡”‡

ƒ…‡„‘‘

‘‘‰Ž‡Ϊ ‹‡†  ™‹––‡” ‘——„‡ –Š‡”’—”’‘•‡•ǡ’Ž‡ƒ•‡•’‡…‹ˆ›ˆ‘”–Š‡•’‡…‹ˆ‹…‡–™‘”ǣ

Question 6: Is social media less accurate and reliable than traditional media (newspapers, TV, radio etc.)?

Copyright © 2013. Diplomica Verlag. All rights reserved.

‡• ‘ Š›ǫȋ’–‹‘ƒŽȌ  

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

83

Question 7: Are social media activities more cost-effective for organizations to develop relationships with various publics? ‡• ‘ Š›ǫȋ’–‹‘ƒŽȌ  

Question 8: How long have you been working in the industry? ͳǦ͵›‡ƒ”• ͶǦͳͲ›‡ƒ”• ͳͲǦͳͷ›‡ƒ”• ͳͷǦʹͲ›‡ƒ”• ‘”‡–ŠƒʹͲ›‡ƒ”• 

Question 9: You are a PR pro, who works…? ‹ǦŠ‘—•‡ ˆ‘”ƒƒŒ‘”…‘•—Ž–ƒ…› ‹ƒ„‘—–‹“—‡ƒ‰‡…› ƒ•ƒˆ”‡‡Žƒ…‡…‘•—Ž–ƒ– Question 10: What is your current occupational role? –”›Ž‡˜‡Ž’‘•‹–‹‘ ……‘—–‡š‡…—–‹˜‡

Copyright © 2013. Diplomica Verlag. All rights reserved.

ƒƒ‰‡”Ȁ……‘—–ƒƒ‰‡” ‡ƒ†‘ˆ‘—‹…ƒ–‹‘• ‡‹‘”ƒƒ‰‡‡–’‘•‹–‹‘ ‹”‡…–‘”Ȁ –Š‡”ȋ’Ž‡ƒ•‡•’‡…‹ˆ›Ȍ

84

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

8.2.

Appendix 2: Questionnaire Results

αͺͲ Question 1: Has social media (including blogs) enhanced the PR practice? 98.8% (79) Yes 1.2% (1)

No

‘™ǫȋͶͲ”‡•’‘•‡•ȂƒŽŽǮ‡•ǯȌǣ • • • • • • • • • • • • • •

• • • • •

Copyright © 2013. Diplomica Verlag. All rights reserved.

• • • •

• • •

……‡••–‘ƒ—†‹‡…‡•ƒ†ˆ‹‰‡”–‹’…‘–”‘ŽǤ –‡”ƒ…–‹‘™‹–Š…Ž‹‡–•ǡ…‘ŽŽ‡ƒ‰—‡•ǡ’‘–‡–‹ƒŽ…—•–‘‡”•ǡ–Š‡‰‡‡”ƒŽ’—„Ž‹…Ǥ ›…”‡ƒ–‹‰ƒ‘”‡ƒ……‡••‹„Ž‡”‘—–‡ˆ‘”…‘•—‡”•ƒ†‘–Š‡”„—•‹‡••‡•–‘…‘‡…–™‹–Š–Š‡•‘—”…‡ ‘ˆ–Š‡…ƒ’ƒ‹‰•ƒ†’”‘˜‹†‡‘”‡‹•–ƒ–ˆ‡‡†„ƒ…Ǥ ‘–Š‡”’Žƒ–ˆ‘”–‘…‘—‹…ƒ–‡ƒ†‹ˆŽ—‡…‡Ǥ’‡ƒ†‹”‡…–Ž›–‘–ƒ”‰‡–ƒ—†‹‡…‡Ǥ ’‡‡†—’ƒ™Š‘Ž‡™‘”Ž†‘ˆ…‘—‹…ƒ–‹‘’‘••‹„‹Ž‹–‹‡•Ǥ – ‰”‡ƒ–Ž› ‹…”‡ƒ•‡• –Š‡ …Šƒ‡Ž• ƒ˜ƒ‹Žƒ„Ž‡ǡ ’”‘˜‹†‡• Ž‘™ …‘•– …‘—‹…ƒ–‹‘ –‘‘Ž• ƒ† ƒŽŽ‘™• –ƒ”‰‡–‹‰‘ˆ†‹˜‡”•‡ƒ—†‹‡…‡•Ǥ ‘”‡’—„Ž‹…‡‰ƒ‰‡‡–ǡ„”ƒ†’‡”•‘ƒŽ‹–›Ǥ ‘”‡…Šƒ‡Ž•–‘—•‡ǡˆƒ•–‡”’ƒ…‡Ǥ‘”‡‘’‹‹‘•–‘Ž‘‘ƒ–ƒ•™‡ŽŽƒ•‘”‡…‘’‡–‹–‘”•Ǥ – ‰‹˜‡• –Š‡ ‘’’‘”–—‹–› –‘ ‡‰ƒ‰‡ ™‹–Š ƒ ™‹†‡” ƒ—†‹‡…‡ ™Š‡”‡ –”ƒ†‹–‹‘ƒŽ ‡†‹ƒ …ƒ •‘‡–‹‡• ”‡•–”‹…–”‡ƒ…Š†—‡–‘–Š‡ƒ–—”‡‘ˆ–Š‡‹””‡ƒ†‡”•Š‹’Ǥ‘…‹ƒŽ‡†‹ƒ‹•ˆƒ”‘”‡†‹˜‡”•‡Ǥ ”‹‰•’‡”•‘ƒŽ‹–›ƒ†‡ƒ„Ž‡•…‘•—‡”–‘•’‡ƒ†‹”‡…–Ž›–‘–Š‡„”ƒ†Ǥ ‘”‡‡š’‘•—”‡ˆ‘”…Ž‹‡–Ȁ’”‘†—…–Ǥƒ„—‹Ž†—’”‡Žƒ–‹‘•Š‹’•Ǥ ”‘˜‹†‡†‡™–‘‘Ž•–Šƒ–ƒŽŽ‘™…‘’ƒ‹‡•–‘‡‰ƒ‰‡–Š‡‹”…—•–‘‡”•Ȁ’”‘•’‡…–•‹ƒ†‹ƒŽ‘‰—‡Ǥ ’’‘”–—‹–›–‘…”‡ƒ–‡‡™…Šƒ‡Ž•ˆ‘”…‘–‡–ȋƒ†’‘’—Žƒ–‡–Š‡•‡Ȍǡ‘—–•‹†‡–”ƒ†‹–‹‘ƒŽ‡†‹ƒǤ‡™ ™ƒ›•–‘„—‹Ž††‹”‡…–Ž‹•™‹–Šƒ—†‹‡…‡•Ǥ – ‰‹˜‡• ›‘— ƒ †‹”‡…– ƒ……‡•• –‘ …—•–‘‡”• ƒ† ƒ—†‹‡…‡•ǡ ‹– ƒŽŽ‘™• “—‹… ƒ† ‹•–ƒ– ‡••ƒ‰‹‰ƒ† ‘…‡ ƒ ˆ‘ŽŽ‘™‹‰ Šƒ• „‡‡ „—‹Ž– —’ ‹– ‹• ƒ ‹†‡ƒŽ †ƒ–ƒ„ƒ•‡ ˆ‘” …‘”’‘”ƒ–‡ǡ ’”‘†—…– ƒ† •‡”˜‹…‡ ‡••ƒ‰‹‰Ǥ  ‘”‡ †‹”‡…– ˆ‘” ‘ˆ …‘—‹…ƒ–‹‘ ™‹–Š ‘’’‘”–—‹–‹‡• ˆ‘” –™‘Ǧ™ƒ› †‹•…—••‹‘•Ǥ ƒ• „‡‡ „‡‡ˆ‹…‹ƒŽˆ‘”…‘—‹–›…‘•—Ž–ƒ–‹‘’”‘‰”ƒ‡•Ǥ ‡™™ƒ›•–‘‰‡–†‹”‡…–Ž›–‘Œ‘—”ƒŽ‹•–•Ǥ ‘…‹ƒŽ‡†‹ƒ‹•ƒ‡™…Šƒ‡Žˆ‘”…‘—‹…ƒ–‹‘™‹–Š–Š‡–ƒ”‰‡–‰”‘—’•Ǥ ††‹‰’‡”•‘ƒŽ•–‘”‹‡•Ǥ –̵• ƒ†‡ ‹– ’‘••‹„Ž‡ –‘ „‡ ˆƒ”ǡ ˆƒ” “—‹…‡” ‹ ”‡•’‘†‹‰ –‘ ȋ†”‡ƒ†‡† ™‘”†Ȍ •–ƒ‡Š‘Ž†‡”• ƒ• ‹†‹˜‹†—ƒŽ•ƒ†•ƒŽŽ‹–‡”‡•–‰”‘—’•Ǥ—…Š•’‡‡†‹”‡•’‘•‡–‹‡…—–•’”‘„Ž‡•ƒ––Š‡‡‡•Ǩ ”‘˜‹†‡•‘”‡‘’’‘”–—‹–‹‡•ƒ†‘—–Ž‡–•ˆ‘”‰‡––‹‰–Š‡‡••ƒ‰‡‘—–Ǥ –Šƒ•ƒŽŽ‘™‡†—•–‘Šƒ˜‡ƒ„‡––‡”‹†‡ƒ‘ˆŠ‘™’‡‘’Ž‡ˆ‡‡Žƒ„‘—–‘—”‘”‰ƒ‹œƒ–‹‘•Ȁ’”‘†—…–•Ȁ‹••—‡• ƒ†Šƒ•‰‹˜‡—•ƒ††‹–‹‘ƒŽƒ˜‡—‡•‹™Š‹…Š–‘‡‰ƒ‰‡™‹–Š‘–Š‡”•Ǥ ƒ”‹‘—• ™ƒ›• ˆ‘” ƒ’’”‘ƒ…Š‹‰ —Ž–‹’Ž‹‡”• ”‡•—Ž–‹‰ ‹ ‘”‡ …Šƒ‡Ž• ˆ‘” ‡••ƒ‰‡• ‹ ƒ †‹ƒŽ‘‰—‡ ƒ‡”Ǥ ‹–Š•‘ƒ›’‡‘’Ž‡‘™ƒ…–‹˜‡‘•‘…‹ƒŽ‡†‹ƒ‹–™‘—Ž†„‡ƒ‹˜‡–‘–Š‹–Šƒ–‹–Šƒ†‘–‹’ƒ…–‡† ‘–Š‡ƒ…–‹˜‹–‹‡•‘ˆ’”‘ˆ‡••‹‘ƒŽ•ǤŠ‡‡†‹ƒŽƒ†•…ƒ’‡‹•ˆƒ•–‡”‘˜‹‰–Šƒ‡˜‡”„‡ˆ‘”‡ƒ†‹–‹• ‡••‡–‹ƒŽˆ‘”–‘‡‡’—’ƒ†—•‡•‘…‹ƒŽ‡†‹ƒ–‘‹–•ƒ†˜ƒ–ƒ‰‡Ǥ –‡”ƒ…–‹‘ ™‹–Š ‡› ƒ—†‹‡…‡• Šƒ• „‡‡ ‡Šƒ…‡† „› •‘…‹ƒŽ ‡†‹ƒǤ –̵• ƒŽ•‘ ‰”‡ƒ– ˆ‘” ‹ˆ‘”ƒŽŽ› ‰‡––‹‰ƒˆ‡‡Žˆ‘”–Š‡‘‘†‘ƒ‹••—‡Ǥ ›…”‡ƒ–‹‰‡™ǡ†‹”‡…–…Šƒ‡Ž•–‘”‡ƒ…Š–ƒ”‰‡–‡†‰”‘—’•ƒ††‹•‹–‡”‡†‹ƒ–‹‰–”ƒ†‹–‹‘ƒŽ‡†‹ƒǤ ˆ‘”‹‰–Š‡‹”ƒ—†‹‡…‡‘ˆ™Šƒ–̵•‰‘‹‰‘ǡƒ†ƒŽŽ‘™‹‰ˆ‡‡†„ƒ…‹”‡ƒŽ–‹‡Ǥ

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

85

• • • • • • • • • • • • • •



› ‘’’‘”–—‹–› –‘ ‰‡– –Š‡ ̶™‘”†̶ ‘—– —†‡‹ƒ„Ž› Šƒ• –Š‡ ‡ˆˆ‡…– ‘ˆ ‹’ƒ…–‹‰ ”‡’—–ƒ–‹‘ ƒ† ˜‹•‹„‹Ž‹–›ǡ„‘–Š‡••‡–‹ƒŽ•‹—„Ž‹…‡Žƒ–‹‘•Ǥ –Š‡Ž’•—•–‘–ƒ”‰‡–’‡‘’Ž‡–Šƒ–™‡‹‰Š–‘–„‡ƒ„Ž‡–‘”‡ƒ…ŠǤ –ƒŽ•‘Š‡Ž’•—•–‘†‡˜‡Ž‘’Ž‘›ƒŽ–›Ǧ ƒ…‡„‘‘„—•‹‡••’ƒ‰‡•„‡‹‰ƒ’‡”ˆ‡…–‡šƒ’Ž‡Ǥ ‘™’”‘ˆ‡••‹‘ƒŽ•Šƒ˜‡ƒ›‘”‡–‘‘Ž•ƒ–Šƒ†‹‘”†‡”–‘…‘—‹…ƒ–‡™Šƒ–‡˜‡”–Š‡›™ƒ––‘ ’‡‘’Ž‡Ǩ  ‹• ƒ ‰”‡ƒ– ™ƒ› –‘ „—‹Ž† ƒ †‹ƒŽ‘‰—‡ ™‹–Š •–ƒ‡Š‘Ž†‡”• ƒ† …”‡ƒ–‡ ƒ …‘”’‘”ƒ–‡ ̵’‡”•‘ƒŽ‹–›̵Ǥ ‘™‡˜‡”ǡ–Š‡‘‡–—Šƒ•–‘„‡ƒ‹–ƒ‹‡†™‹–Š‘—–̵ˆŽ‘‘†‹‰̵–Š‡’Žƒ–ˆ‘”•Ǥ –Šƒ•’”‘˜‹†‡†‘’’‘”–—‹–‹‡•ˆ‘”‘”‰ƒ‹œƒ–‹‘•–‘Šƒ˜‡…‘˜‡”•ƒ–‹‘•™‹–Š–Š‡‹”ƒ—†‹‡…‡•Ǥ Šƒ‰‡†–Š‡™ƒ›‹ˆ‘”ƒ–‹‘‹•†‹••‡‹–ƒ‡†ƒ†‹’ƒ”–‹…—Žƒ””‡•’‘•‡–‹‡Ǥ ‹•‘™‘–Œ—•–‹–Š‡’ƒ’‡”•Ȁ”ƒ†‹‘ƒ†–˜„—–ƒŽŽ‘˜‡”–Š‡™‡„Ǩ ”‘˜‹†‡•ƒ‘–Š‡”‡ƒ•–‘…‘—‹…ƒ–‡™‹–Š–Š‡’—„Ž‹…ƒ†‰”‡ƒ–‡”Ž‡˜‡Ž•‘ˆ‡‰ƒ‰‡‡–Ǥ ™‹––‡”‹•ƒŽŽ‘™‹‰—•ȋʹšŽ‘…ƒŽƒ—–Š‘”‹–‹‡•Ȍ–‘…‘—‹…ƒ–‡™‹–ŠŠƒ”†Ǧ–‘Ǧ”‡ƒ…Š†‡‘‰”ƒ’Š‹…••—…Š ƒ•›‘—‰’‡‘’Ž‡Ǥ ‘”‡†‹”‡…–…‘–ƒ…–™‹–Šƒ—†‹‡…‡•Ǧ–™‘™ƒ›Ǥ ’‡‡†Ǧ’‡‘’Ž‡ƒ†‘”‰ƒ‹•ƒ–‹‘•Ž‘‘ˆ‘”̵‹•–ƒ–̵”‡•’‘•‡Ǣ‘’‡‡†—’–Š‡‘’’‘”–—‹–›ˆ‘”‰‡—‹‡ †‡„ƒ–‡ƒ†ˆ‘””‘‰—‡‘”ƒ„—•Šƒ”‡–‹‰–ƒ…–‹…•Ǥ ƒ”‡ƒ…Šƒ—…Š™‹†‡”ƒ—†‹‡…‡ƒŽ‘•–‹•–ƒ–Ž›Ǥ—…Š‡ƒ•‹‡”–‘ˆ‹†–Š‡‹ˆ‘”ƒ–‹‘™Š‡‹–̵•‘ Ž‘‰‡”̵‡™•̵Ǥ ˆˆ‡”‡†‘”‡‘’’‘”–—‹–‹‡•–‘’”‘‘–‡ǡ‡‰ƒ‰‡ƒ†”‡•’‘†–‘‹••—‡•‹ƒ’—„Ž‹…•’Š‡”‡Ǥ ”ƒ•’ƒ”‡…›ǡʹͶȀ͹ǡ”‡ƒ…Š‹‰‡™ƒ†‰Ž‘„ƒŽƒ—†‹‡…‡•ǡ„‡‹‰ƒ„Ž‡–‘…‘˜‡”•‡†‹”‡…–Ž›Ǥ

Question 2: Which one of the following is the most important one for your organizational overall PR efforts? Please rank in priority order with 1,2,3,4 or 5 where 1 is “least important” and 5 is “most important”. 

ͳ

ʹ

͵

ͳͺǤͺΨ ͳ͹ǤͷΨ 28.8% ȋͳͷȌ ȋͳͶȌ (23) ƒ…‡„‘‘ ͳͷǤͲΨ ͳ͵ǤͺΨ ͳ͸Ǥ͵Ψ ȋͳʹȌ ȋͳͳȌ ȋͳ͵Ȍ ‹…”‘Ǧ„Ž‘‰‰‹‰ ͳ͸Ǥ͵Ψ ʹʹǤͷΨ ͳ͹ǤͷΨ ȋ‡Ǥ‰Ǥ™‹––‡”Ȍ ȋͳ͵Ȍ ȋͳͺȌ ȋͳͶȌ ‹‡†  ʹʹǤͷΨ 27.5% ͳͷǤͲΨ ȋͳͺȌ (22) ȋͳʹȌ ‹†‡‘•Šƒ”‹‰ȋ‡Ǥ‰Ǥ 27.5% ͳͺǤͺΨ ʹʹǤͷΨ ‘——„‡Ȍ (22) ȋͳͷȌ ȋͳͺȌ –Š‡”˜‡”›‹’‘”–ƒ–’Žƒ–ˆ‘”•ȋͳͶ”‡•’‘•‡•Ȍǣ

Copyright © 2013. Diplomica Verlag. All rights reserved.

Ž‘‰‰‹‰

• • • • •

‹–‡”‡•–ȋ͸Ȍ Ž‹‡‡™•’ƒ’‡”• ‘—”•“—ƒ”‡ Š‡‰‘‘†‘Ž†…—•–‘‡”†ƒ–ƒ„ƒ•‡ƒ†„—•‹‡•• †ƒ–ƒ„ƒ•‡ Š‘–‘•Šƒ”‹‰•‹–‡•

• • • • •

Ͷ

ͷ

ƒ–‹‰ ˜‡”ƒ‰‡

ͳͺǤͺΨ ȋͳͷȌ ʹ͸Ǥ͵Ψ ȋʹͳȌ ʹͲǤͲΨ ȋͳ͸Ȍ ͳ͵ǤͺΨ ȋͳͳȌ ʹͳǤ͵Ψ ȋͳ͹Ȍ

ͳ͸Ǥ͵Ψ ȋͳ͵Ȍ 28.8% (23) 23.8% (19) ʹͳǤ͵Ψ ȋͳ͹Ȍ ͳͲǤͲΨ ȋͺȌ

ʹǤͻ͸ ͵ǤͶͲ ͵Ǥͳ͵ ʹǤͺͶ ʹǤ͸ͺ

‘’ƒ›™‡„•‹–‡ ‡„•‹–‡ƒ†‰‘‘†‘Ž†Ǧˆƒ•Š‹‘‡†ƒ‰ƒœ‹‡ —‘”ƒ Ž‹†‡•Šƒ”‡ ƒ‹Žƒ†™‡„•‹–‡”‡ƒ‹‘•–‹’‘”–ƒ–ˆ‘” —•

86

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

Question 3: How frequently do you use each of the following in your day-to-day working activities?  Ž‘‰‰‹‰ ƒ…‡„‘‘ ‹…”‘Ǧ„Ž‘‰‰‹‰ȋ‡Ǥ‰Ǥ ™‹––‡”Ȍ ‹‡†  ‹†‡‘•Šƒ”‹‰ȋ‡Ǥ‰Ǥ ‘——„‡Ȍ

˜‡”› ˆ”‡“—‡–Ž›

•‘‡™Šƒ– ˆ”‡“—‡–Ž›

•‘‡™Šƒ– ‹ˆ”‡“—‡–Ž›

˜‡”› ‹ˆ”‡“—‡–Ž›

‡˜‡”

ͳʹǤͷΨ ȋͳͲȌ 43.8% (35) 55.0% (44) ʹ͵ǤͺΨ ȋͳͻȌ ͹ǤͷΨ ȋ͸Ȍ

ʹ͸Ǥ͵Ψ ȋʹͳȌ ʹʹǤͷΨ ȋͳͺȌ ͳͺǤͺΨ ȋͳͷȌ 30.0% (24) 28.8% (23)

ͳ͹ǤͷΨ ȋͳͶȌ ͳ͵ǤͺΨ ȋͳͳȌ ͺǤͺΨ ȋ͹Ȍ ͳͺǤͺΨ ȋͳͷȌ ʹ͵ǤͺΨ ȋͳͻȌ

27.5% (22) ͳͲǤͲΨ ȋͺȌ ͺǤͺΨ ȋ͹Ȍ ͳͺǤͺΨ ȋͳͷȌ ʹ͸Ǥ͵Ψ ȋʹͳȌ

ͳ͸Ǥ͵Ψ ȋͳ͵Ȍ ͳͲǤͲΨ ȋͺȌ ͺǤͺΨ ȋ͹Ȍ ͺǤͺΨ ȋ͹Ȍ ͳ͵ǤͺΨ ȋͳͳȌ

Question 4: How frequently do you use each of the following in your free time?  Ž‘‰‰‹‰ ƒ…‡„‘‘ ‹…”‘Ǧ„Ž‘‰‰‹‰ȋ‡Ǥ‰Ǥ ™‹––‡”Ȍ ‹‡†  ‹†‡‘•Šƒ”‹‰ȋ‡Ǥ‰Ǥ ‘——„‡Ȍ

˜‡”› ˆ”‡“—‡–Ž›

•‘‡™Šƒ– ˆ”‡“—‡–Ž›

•‘‡™Šƒ– ‹ˆ”‡“—‡–Ž›

˜‡”› ‹ˆ”‡“—‡–Ž›

‡˜‡”

ͳͷǤͲΨ ȋͳʹȌ 62.5% (50) 45.0% (36) ʹʹǤͷΨ ȋͳͺȌ ͳ͵ǤͺΨ ȋͳͳȌ

ʹͳǤ͵Ψ ȋͳ͹Ȍ ͳͺǤͺΨ ȋͳͷȌ ʹͲǤͲΨ ȋͳ͸Ȍ 38.8% (31) ͳͷǤͲΨ ȋͳʹȌ

ͳͷǤͲΨ ȋͳʹȌ ͺǤͺΨ ȋ͹Ȍ ͳʹǤͷΨ ȋͳͲȌ ʹʹǤͷΨ ȋͳͺȌ 23.8% (19)

ʹ͵ǤͺΨ ȋͳͻȌ ͵ǤͺΨ ȋ͵Ȍ ͺǤͺΨ ȋ͹Ȍ ͹ǤͷΨ ȋ͸Ȍ 23.8% (19)

25.0% (20) ͸Ǥ͵Ψ ȋͷȌ ͳ͵ǤͺΨ ȋͳͳȌ ͺǤͺΨ ȋ͹Ȍ 23.8% (19)



Copyright © 2013. Diplomica Verlag. All rights reserved.

    

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

87

Question 5: For what purposes do you primarily use each of the following networks? 

ƒ…‡„‘‘

‘‘‰Ž‡Ϊ ‹‡†  ™‹––‡” ‘——„‡

ˆ‘”•‘…‹ƒŽ ‹–‡”ƒ…–‹‘• ™‹–Šˆ”‹‡†• ƒ†ˆƒ‹Ž›

–‘•–ƒ›—’Ǧ –‘Ǧ†ƒ–‡ȋ‡Ǥ‰Ǥ ™‹–Š–”‡†•ǡ ‡™•‡–…ǤȌ

–‘‘‹–‘” …‘’‡–‹–‹‘

–‘‡Šƒ…‡ „—•‹‡•• ”‡Žƒ–‹‘•ȋ‡Ǥ‰Ǥ ™‹–Š…Ž‹‡–•ǡ Œ‘—”ƒŽ‹•–• ‡–…ǤȌ

83.8% (67) ͸Ǥ͵Ψ ȋͷȌ ͷǤͲΨ ȋͶȌ ͵ͲǤͲΨ ȋʹͶȌ ͳʹǤͷΨ ȋͳͲȌ

͵͸Ǥ͵Ψ ȋʹͻȌ ͳͳǤ͵Ψ ȋͻȌ ͵ͺǤͺΨ ȋ͵ͳȌ 62.5% (50) ʹͺǤͺΨ ȋʹ͵Ȍ

͵ͳǤ͵Ψ ȋʹͷȌ ͺǤͺΨ ȋ͹Ȍ ʹͳǤ͵Ψ ȋͳ͹Ȍ ͵ͳǤ͵Ψ ȋʹͷȌ ͹ǤͷΨ ȋ͸Ȍ

ʹ͹ǤͷΨ ȋʹʹȌ ͺǤͺΨ ȋ͹Ȍ 71.3% (57) ͷ͸Ǥ͵Ψ ȋͶͷȌ ͳͷǤͲΨ ȋͳʹȌ

–‘…”‡ƒ–‡ ƒ†Ȁ‘” •Šƒ”‡ …‘–‡–

ͶʹǤͷΨ ȋ͵ͶȌ ͳ͵ǤͺΨ ȋͳͳȌ ʹ͸Ǥ͵Ψ ȋʹͳȌ ͶͺǤͺΨ ȋ͵ͻȌ 38.8% (31)

ƒ‘– ƒ…–‹˜‡–Š‡”‡

͸Ǥ͵Ψ ȋͷȌ 70.0% (56) ͺǤͺΨ ȋ͹Ȍ ͳͷǤͲΨ ȋͳʹȌ ͵ͳǤ͵Ψ ȋʹͷȌ

Question 6: Is social media less accurate and reliable than traditional media (newspapers, TV, radio etc.)? 41.2% (33)

Yes

58.8% (47)

No

Š›ǫȋ͵ͷ”‡•’‘•‡•Ȍǣ Yes • • • • •

Copyright © 2013. Diplomica Verlag. All rights reserved.

• •

• • •

‡‘’Ž‡…ƒ’—–ƒ›–Š‹‰–Š‡›™ƒ–Ǥ ‡…ƒ—•‡ƒ›‘‡…ƒ„”‘ƒ†…ƒ•–‹…‘””‡…–‹ˆ‘”ƒ–‹‘Ǧ–Š‡”‡‹•‘˜‡––‹‰’”‘…‡••ƒ•–Š‡”‡‹•™‹–Š Œ‘—”ƒŽ‹•–•Ǥ ‘–‡–…ƒ„‡’‘•–‡†„›ƒ›‘‡™‹–Šƒ›ƒ‰‡†ƒǤ –̵•Šƒ”†‡”–‘‡˜ƒŽ—ƒ–‡–Š‡‹’ƒ…–‘ˆ•‘…‹ƒŽ‡†‹ƒƒ–’”‡•‡–ǡƒ•ƒ’’•Ž‹‡Ž‘—–ƒ”‡•‘‡™Šƒ–Š‹– ƒ†‹••Ǥ‘™‡˜‡”ǡ–Š‹•™‹ŽŽ…Šƒ‰‡‹–Š‡‡ƒ”ˆ—–—”‡Ǥ ‡‰ƒ”†‹‰ ‡™•ǡ ‹–̵• †‘‡ Ʈ‘ –Š‡ Š‘‘ˆ̵ •‘ Ž‡•• –‹‡ –‘ …Š‡… ˆƒ…–• ˆ‘” ƒ……—”ƒ…›Ǥ ™‹––‡” ‹• ‡•’‡…‹ƒŽŽ›„ƒ†ˆ‘””—‘—”•ƒ†–Š‡”—‘—”‹ŽŽ–‘‰‘‹–‘‘˜‡”Ž‘ƒ†Ǥ ‡”›Ž‹––Ž‡™ƒ›–‘Œ—†‰‡ƒ……—”ƒ…›‘ˆ”‡’‘”–‹‰Ǣ’”‡•‡–•–Š‡’‡”•‘ƒŽ˜‹‡™•‘ˆ–Š‡„Ž‘‰‰‡”™‹–Š‘ ˆ‹Ž–‡”Ǥ ‘••‹„Ž› ƒ• ‹–̵• ‘– ƒ• ”‡‰—Žƒ–‡† ƒ† „Ž‘‰‰‡”• ‡–…Ǥ †‘̵– ƒŽ™ƒ›• …Š‡… –Š‡‹” ˆƒ…–•Ǥ ‘™‡˜‡”ǡ Œ‘—”ƒŽ‹•–• †‘̵– ‡…‡••ƒ”‹Ž› ”‡’‘”– ƒ……—”ƒ–‡Ž› ‡‹–Š‡” „› ”‡Ž›‹‰ ‘ ’”‡•• ”‡Ž‡ƒ•‡• ‘” ‘– „‡‹‰ „ƒŽƒ…‡†Ǩ •‡”‰‡‡”ƒ–‡†•‘‘’‹‹‘ƒ–‡†ƒ†•‘‡–‹‡•—˜‡”‹ˆ‹ƒ„Ž‡Ǥ ‡…ƒ—•‡–Š‡›‘ˆ–‡’‘•–—˜‡”‹ˆ‹‡†‹ˆ‘”ƒ–‹‘Ǥ ‘…‹ƒŽ ‡†‹ƒ ‹• ˜‡”› ƒ……‡••‹„Ž‡ ƒ† ‹–• ˜‹”ƒŽ ’‘™‡”• ƒ”‡ ‹…”‡†‹„Ž‡Ǥ Š‡”‡ ƒ”‡ ‘™ ‘”‡ ’‡‘’Ž‡ –Šƒ‡˜‡”…‘–”‹„—–‹‰–‘…‘˜‡”•ƒ–‹‘•ƒ„‘—–ƒ›–Š‹‰ƒ†‡˜‡”›–Š‹‰ǡ‡ƒ‹‰–Šƒ––Š‡”‡‹•ƒ ‹…”‡ƒ•‡† ”‹• ‘ˆ ‹…‘””‡…– ‹ˆ‘”ƒ–‹‘ –”ƒ˜‡ŽŽ‹‰ ˆƒ” ƒ† ™‹†‡Ǥ †‡‡†ǡ ‡™•’ƒ’‡”• —•‡ •‘…‹ƒŽ ‡–™‘”••—…Šƒ• ™‹––‡”ƒ• ƒ •‘—”…‡ ˆ‘”•–‘”‹‡•ǡ”‡Ž›‹‰ ‘ –Š‡‹” ‹–‡‰”‹–› ƒ† –Š—• †‹Ž—–‹‰ –Š‡

88

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

• • •

•

•

•

̵–”—‡̵ ‡™• …‘–‡– ‘ ‘……ƒ•‹‘Ǥ “—ƒŽŽ›ǡ ‹– ‹• ƒ ™‘†‡”ˆ—Ž –‘‘Ž ˆ‘” •’”‡ƒ†‹‰ ›‘—” ‡••ƒ‰‡ Ǧ ™Š‡–Š‡” –Šƒ– „‡ ’‡”•‘ƒŽŽ›ǡ ‘” ƒ• ƒ …‘’ƒ›Ȁ‡™• ‘—–Ž‡– Ǧ ƒ† ›‘— ƒ”‡ ƒ„Ž‡ –‘ ”‡ƒ…Š •‘ ƒ› ’‡‘’Ž‡Ǥ ̵‹„‡–™‡‡‘–Š‹•‘‡Ǥ –Š‹–Š‡•ƒ‡”—Ž‡ƒ’’Ž‹‡•–‘„‘–ŠǤŠ‡…–Š‡•‘—”…‡Ǩ •̵–ˆ‹Ž–‡”‡†„›‡š’‡”‹‡…‡†‡†‹–‘”•‘”ˆƒ…–…Š‡…‡†Ž‹‡‘•–‘ˆ–”ƒ†‹–‹‘ƒŽ‡†‹ƒ‘—–’—–Ǥ –Š‹‹–‹•‘”‡”‡Ž‹ƒ„Ž‡‡•’‡…‹ƒŽŽ›™Š‡…‘‡–‘‘˜‡”–Š”‘™ƒ‰‘˜‡”‡–ƒ†–Š‹•…ƒ„‡•‡‡ †—”‹‰–Š‡‡˜‡–•‘ˆ”ƒ„…‘—–”‹‡•™Š‡”‡™‡•ƒ™Š‘™’‡‘’Ž‡—•‡•‘…‹ƒŽ‡†‹ƒ–‘•‡†‘”‡†—…ƒ–‡ ’‡‘’Ž‡ ƒ„‘—– ™Šƒ– ™ƒ• Šƒ’’‡‹‰ ‹ –Š‘•‡ …‘—–”‹‡•Ǥ Š‹• •Š‘™• –Šƒ– •‘…‹ƒŽ ‡†‹ƒ †‘‡• Šƒ˜‡ ƒ ”‘Ž‡–‘’Žƒ›„—–ƒ––Š‡•ƒ‡–‹‡‹–•‡‡•–Šƒ–‹–‹••–‹ŽŽ•–”—‰‰Ž‹‰–‘†‘•‘ǤŽƒ–ˆ‘”•™Š‡”‡’‡‘’Ž‡ ™Š‘ ˆ‘” ‡šƒ’Ž‡ ‘’‡ „Ž‘‰• ˆ‘” …‡”–ƒ‹ –‘’‹…• †‘̵– Žƒ•– Ž‘‰ ƒ• ›‘— ™‘—Ž† …‘’ƒ”‡ –‘ –Š‡ –”ƒ†‹–‹‘ƒŽ‡†‹ƒƒ†–Š‡”‡ƒ”‡ƒ›Œ‘—”ƒŽ‹•–•™Š‘ˆ‘ŽŽ‘™–Š‡•–‘”›„›‹–‡”˜‹‡™‹‰’‡‘’Ž‡ƒ† ‰‡––‘‘™–Š‡–”—–Š„‡Š‹†–Š‡‡˜‡–•Ǥ ›‘™‘’‹‹‘ –Š‹•‘…‹ƒŽ‡†‹ƒ•‘‡–‹‡•‹•Ž‡•• ƒ……—”ƒ–‡„ƒ•‡†‘™Šƒ–™ƒ•…”‡ƒ–‡†ƒ––Š‡ˆ‹”•–’Žƒ…‡Ǥ ‡• Ƭ ‘Ǥ • ™‹–Š ƒ› ˆ‘”• ‘ˆ …‘—‹…ƒ–‹‘ǡ •‘‡  ’Žƒ–ˆ‘”• ƒ† ‡••ƒ‰‡• …ƒ „‡ ‹ƒ……—”ƒ–‡Ǧ”—‘—”ǡ•—’’‘•‹–‹‘Ǧƒ†‘–ǡ‡…‡••ƒ”‹Ž›ǡ‘”‹‰‹ƒ–‹‰ˆ”‘–Š‡‘”‰ƒ‹•ƒ–‹‘‹˜‘Ž˜‡†Ǥ – …ƒ „‡ Šƒ”†ǡ ƒ• ™‹–Š ƒ› ”—‘—”ǡ –‘ …‘””‡…– –Š‡ ’‡”…‡’–‹‘Ǥ ƒ˜‹‰ •ƒ‹† –Šƒ–ǡ ‹–̵•ǡ ’‡”Šƒ’•ǡ ‘ ‘”‡ǡ‘”Ž‡••ǡƒ……—”ƒ–‡–Šƒ•‘‡‘ˆ–Š‡–ƒ„Ž‘‹†•Ǥ˜ƒ‰—‡”‡•’‘•‡ǡ ‘™ǡ„—–ǡˆ‘”‡ǡ‡•ƒ† ‘Ǥ ‡’‡†•™Šƒ–›‘—‡ƒǦ™‘—Ž†‘„‡”–‡•–‘—•‹‰™‹––‡”…‘—–ƒ••‘…‹ƒŽ‡†‹ƒ‘”–”ƒ†‹–‹‘ƒŽ ‡†‹ƒǫ –̵• ƒ ˆƒŽ•‡ †‹•–‹…–‹‘ǡ –Š‡ ‡™• ƒ‰‡†ƒ ‘ •‘…‹ƒŽ ‡†‹ƒ ‹• –‘ ƒ †‡‰”‡‡ †‘‹ƒ–‡† „› –”ƒ†‹–‹‘ƒŽ‡™•‘”‰ƒ‹•ƒ–‹‘•™Š‹…ŠŠƒ˜‡„”ƒ…Š‡†‘–‘‹–ƒ•ƒ‘–Š‡”’Žƒ–ˆ‘”Ǥ ‘–‘‹–‘”‡†ǡ’‡‘’Ž‡…ƒŽ‹‡“—‹–‡‡ƒ•‹Ž›–‘•–ƒ”–ƒǤ

No •

• • • •

Copyright © 2013. Diplomica Verlag. All rights reserved.

• •

• • •

• •

•

‡…ƒ—•‡–Š‡ƒŒ‘”‹–›‘ˆ–Š‡–‹‡–Š‡›’”‘˜‹†‡˜‡”›•—……‹…–‹ˆ‘”ƒ–‹‘ǤŠ‡›ƒŽ•‘’”‘˜‹†‡Ž‹•–‘ –Š‡‘”‹‰‹ƒŽ•–‘”‹‡•‹Ǥ‡ǤŽ‹‡™‹––‡”‘” ƒ…‡„‘‘†‘‡•ǤŠ‡•‡ƒ”‡‘”‡ƒ……—”ƒ–‡–Šƒ–Š‡ƒŒ‘”‹–›‘ˆ –Š‡  ̵•ƒ”–‹…Ž‡•Ǥ Š‡”‡‹•‰‘‘†ƒ†„ƒ†–”ƒ†‹–‹‘ƒŽ‡†‹ƒƒ•™‡ŽŽƒ•‰‘‘†ƒ†„ƒ†•‘…‹ƒŽ‡†‹ƒǤ—–ˆ‘”•‘…‹ƒŽ‡†‹ƒ „‹ƒ•‹•‡š’‡…–‡†ƒ†ƒŽŽ‘™‡†ˆ‘”Ǥ ‘•–Ž›Ž‹•–‘‘Ž‹‡ƒ”–‹…Ž‡•ˆ”‘–”ƒ†‹–‹‘ƒŽ‡†‹ƒǤ ˆƒ›–Š‹‰‹–‹•‘”‡”‡Ž‹ƒ„Ž‡ƒ•‘ˆ–‡–”ƒ†‹–‹‘ƒŽ‡†‹ƒ…ƒ„‡˜‡”›„‹ƒ•‡†Ǥ ‘–ƒ›‡•‘”‘“—‡•–‹‘ǡ”‡ƒŽŽ›Ǥ‹‡Ž›–‘„‡Ž‡••ƒ……—”ƒ–‡Ȁ”‡Ž‹ƒ„Ž‡†—‡–‘•’‡‡†ƒ†™Š‘̵•’‘•–‹‰ ‹ˆ‘ȋ‘––”ƒ‹‡†Œ‘—”ƒŽ‹•–•Ȍ„—–…‘˜‡”•‡Ž›Ž‹‡Ž›–‘„‡‘”‡ƒ……—”ƒ–‡„‡…ƒ—•‡‹–̵•ˆ‹”•–ǦŠƒ†ƒ† †‹”‡…–ˆ”‘–Š‡‹†‹˜‹†—ƒŽǤ ‘–ŠŠƒ˜‡–Š‡‹”ƒ……—”ƒ…›’”‘„Ž‡•Ǥ –—•‡†–‘„‡„—– –Š‹™‹––‡”Šƒ•…Šƒ‰‡†‡˜‡”›–Š‹‰Ǧ›‘—•–‹ŽŽ‰‡–—”‡Ž‹ƒ„Ž‡ƒ†ˆƒ‡”‡’‘”–•ǡ „—––Š‡›‘……—”‹–”ƒ†‹–‹‘ƒŽ‡†‹ƒ–‘‘ȋ‹…”‡ƒ•‹‰Ž›‡˜‡ƒ••–ƒˆˆ—„‡”••Š”‹ȌǤ ‰‡–‘•–‘ˆ ›‡™•˜‹ƒ™‹––‡”‘™ƒ†ˆ‹†‹–˜‡”›”ƒ”‡–Šƒ–‹–‹•™”‘‰Ȁ‹…‘””‡…–ȀˆƒŽ•‡ǡ™Š‡”‡ƒ•‘—”Ž‘…ƒŽ ’ƒ’‡” ‘ˆ–‡ ȋƒ– Ž‡ƒ•– –™‹…‡ ƒ ™‡‡Ȍ …‘–ƒ‹• ƒŒ‘” ‹ƒ……—”ƒ…‹‡• ‹ ‹–• ”‡’‘”–•Ǥ Š‡ „ƒŽƒ…‡ Šƒ• •Š‹ˆ–‡†‹–Š‡’ƒ•–ʹ›‡ƒ”•Ǥ –̵•Œ—•–“—‹…‡”Ǣ•‘›‘—Šƒ˜‡–‘„‡ƒ˜ƒ‹Žƒ„Ž‡–‘”‡•’‘†Ǥ ‘…‹ƒŽ‡†‹ƒ‹•„”‡ƒ‹‰‡™•ƒ•ˆƒ•–ƒ•–”ƒ†‹–‹‘ƒŽ‘—–Ž‡–•‘™Ǥ – …ƒ „‡ „‡…ƒ—•‡ –”ƒ†‹–‹‘ƒŽ ‡†‹ƒ •–‹ŽŽ –‡† –‘ ™ƒ– ˜‡”‹ˆ‹…ƒ–‹‘ „‡ˆ‘”‡ ”—‹‰ ‡™• •–‘”‹‡•Ǣ Š‘™‡˜‡”ǡ ‹– †‘‡•̵– Šƒ˜‡ –‘ „‡ Ž‡•• ƒ……—”ƒ–‡ ƒ† ”‡Ž‹ƒ„Ž‡Ǥ ‘‡–‹‡•ǡ ˆ‹”•–Ǧ’‡”•‘ ‡š’‡”‹‡…‡ ‹• ˜‡”›”‡ƒŽƒ†…‘’‡ŽŽ‹‰Ǥ ‡‘’Ž‡’‘•–Š‘‡•–Ž›ƒ„‘—––Š‡‹”‘’‹‹‘•ǦŒ‘—”ƒŽ‹•–•ƒ”‡‘”‡‡ƒ•‹Ž›‹ˆŽ—‡…‡†Ǥ ‘— Šƒ˜‡ ƒ Ž‘– ‘ˆ –Š‡ …”‡†‹„Ž‡ ‡™• ‘—–Ž‡–• ”‡Ž‡ƒ•‹‰ „”‡ƒ‹‰ ‡™• ‘ •‘…‹ƒŽ ‡†‹ƒǤ ‘™‡˜‡” –Š‡”‡ ‹• ƒ ‰”‡ƒ–‡” Ž‹‡Ž‹Š‘‘† ”‡Ž‡ƒ•‹‰ ™”‘‰ ‘Ǧ…”‡†‹„Ž‡ ‡™• †—‡ –‘ –Š‡‹” ”—•Š ‘ˆ ™ƒ–‹‰ –‘ „”‡ƒ–Š‡•–‘”›ˆ‹”•–Ǥ –…‡”–ƒ‹Ž›Šƒ•–Š‡ƒ„‹Ž‹–›–‘̶‰‘˜‹”ƒŽ̶™‹–Š‘—–•‘—”…‡•„‡‹‰•–ƒ†ƒ”†‹œ‡†‘”‡…‡••ƒ”‹Ž›…Š‡…‡†ǡ „—––Š‡ ̶‹‹’‡†‹ƒ ‡ˆˆ‡…–̶ ™Š‡”‡ ˆƒŽ•‡ ‹ˆ‘”ƒ–‹‘ ‰‡–• ™‡‡†‡† ‘—– ƒ• ‹– ’‹…• —’ ˜‹•‹„‹Ž‹–› †‘‡•

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

89

• • • •

• •

–Š‡Œ‘„‘ˆ”‡‘˜‹‰ˆƒŽ•‹–‹‡•ˆ”‘ƒ•–‘”›Ǥ‡•Š‘—Ž†‘‡–Š‡Ž‡••ƒŽ™ƒ›•”‡ƒ‹…”‹–‹…ƒŽǤ ‘…‹ƒŽ ‡†‹ƒ ƒ”‡ ƒ• —…Š ”‡Ž‹ƒ„Ž‡ ƒ† ƒ……—”ƒ–‡ ƒ• –”ƒ†‹–‹‘ƒŽ ‡†‹ƒ ƒ– –Š‡ ‘‡–Ǥ Š‘‡˜‡” ‹–‡†•–‘…”‡ƒ–‡’—„Ž‹…‹–›‹•ƒ„Ž‡–‘†‘‹–‡‹–Š‡”™ƒ›•Ǥ ‡••ƒ‰‹‰‹•†‹ˆˆ‡”‡–ƒ†‘ˆ–‡‘–̵ˆ‹Ž–‡”‡†̵•‘‹–…ƒ„‡„‘–Š‘”‡ƒ†Ž‡••”‡’”‡•‡–ƒ–‹˜‡Ǥ – †‡’‡†• ‘ ™Šƒ– –Š‡ •‘—”…‡ ‹• ƒ† ™Š‡–Š‡” ‹– ‹• –”—•–‡†Ǥ Š‡”‡ ‹• ’”‘„ƒ„Ž› ‘”‡ •…‘’‡ ˆ‘” ‹ƒ……—”ƒ…›‹•‘…‹ƒŽ‡†‹ƒ„—––Š‹•…ƒ‘ˆ–‡„‡‹†‡–‹ˆ‹‡†Ǥ Š‡› ƒ”‡ ‡ƒ…Š ƒ˜ƒ‹Žƒ„Ž‡ –‘ –Š‡ ’—„Ž‹… ˜‹ƒ ƒ ˆ‹Ž–‡”Ǥ ‹–Š –”ƒ†‹–‹‘ƒŽ ‡†‹ƒ –Šƒ– ‹• –Š‡ ‡†‹–‘”‹ƒŽȀ …‘‡”…‹ƒŽ ’ƒ”ƒ‡–‡”• ‘ˆ –Š‡ ‡†‹ƒ ƒ† ‹–• ‘™‡”•Ǣ ‹ •‘…‹ƒŽ ‡†‹ƒ ‹– ‹• –Š‡ ’”‡ˆ‡”‡…‡• ƒ† ‘’‹‹‘•‘ˆ–Š‡—’Ž‘ƒ†‡”ƒ†–Š‡”‡•’‘†‡”•Ǥ ‘–‹ˆ›‘—‘™–Š‡‘”‡”‡Ž‹ƒ„Ž‡•‹–‡•ƒ†’‡‘’Ž‡–‘…Š‡…Ǥ –…ƒ„‡‘”‡—’–‘†ƒ–‡ƒ†™‹–Š ‘”‡†‡–ƒ‹Ž•Ǥ ŽŽ†‡’‡†•Ǧ…ƒ‘–•ƒ›–Šƒ–‘‡‘”–Š‡‘–Š‡”‹•‘”‡‘”Ž‡••ƒ……—”ƒ–‡ƒ†”‡Ž‹ƒ„Ž‡Ǥ



 Question 7: Are social media activities more cost-effective for organizations to develop relationships with various publics? 77.5% (62)

Yes

22.5% (18)

No

Š›ǫȋʹͻ”‡•’‘•‡•Ȍǣ Yes •

• • • •

•

Copyright © 2013. Diplomica Verlag. All rights reserved.

• • • • • •

–†‡’‡†•‘™Š‹…Šƒ•’‡…–‘ˆ–Š‡’—„Ž‹…›‘—ƒ”‡–ƒ”‰‡–‹‰Ǥ ˆ›‘—ƒ”‡†‘‹‰ˆ‘”™‹†ˆƒ”•ǡ–Š‡ ƒŒ‘”‹–›‘ˆ–Š‡–ƒ”‰‡–ƒ—†‹‡…‡‹•ͷͲΪƒ•–Š‡›ƒ”‡‘”‡‹…Ž‹‡†–‘†‹•Ž‹‡–Š‡’”‘Œ‡…–ƒ†ƒ”‡ƒŽ•‘ ‘–ƒ•ƒ†‡’–ƒ•›‘—‰‡”‰‡‡”ƒ–‹‘•™Š‡‹–…‘‡•–‘•‘…‹ƒŽ‡–™‘”‹‰Ǥ ˆ›‘—ƒ”‡†‘‹‰ˆ‘”ƒ —•‹…ˆ‡•–‹˜ƒŽŠ‘™‡˜‡”ǡ•‘…‹ƒŽ‡–™‘”‹‰‹•–Š‡„‡•–ˆ”‡‡ƒ†˜‡”–‹•‹‰›‘—…ƒ‰‡–Ǥ ”‡ƒ–‹˜‡—•‡‘ˆ•‘…‹ƒŽ‡†‹ƒ…ƒ…”‡ƒ–‡‘”‡Ž‡˜‡”ƒ‰‡ƒ–ƒŽ‘™‡”…‘•–„‡…ƒ—•‡‹–‹•…—––‹‰‡†‰‡ƒ† ˆ”‡‡Ǥ ƒ „‡ —•‡† †—”‹‰ †‡• –‹‡ ‘ˆ •–ƒˆˆ ƒ† ‘ ‘„‹Ž‡• ™Š‹Ž‡ –”ƒ˜‡ŽŽ‹‰ „—– –Š‡”‡ ‹• ƒ Š—ƒ ”‡•‘—”…‡…‘•––‘„‡ˆƒ…–‘”‡†‹ǡ‹Ǥ‡Ǥ‹–̵•‘–ˆ”‡‡Ǩ —„Ž‹…•…‘‡–‘›‘—ǡ–Š‘—‰Š–‹‡Ȁ…‘•–‹•ƒˆƒ…–‘”Ǥ ƒ›„‡ǡƒ›„‡‘–Ǥ‡‘’Ž‡’‡”…‡‹˜‡–Šƒ–•‘…‹ƒŽ‡†‹ƒ‹•Ž‡••‡š’‡•‹˜‡„—––Š‡›ƒŽ•‘–‡†–‘†‘‹– ‘ˆˆ–Š‡…—ˆˆ™‹–Š‘—–’—––‹‰–Š‡–‹‡ƒ†‡ˆˆ‘”–‹–‘†‡˜‡Ž‘’‹‰‡••ƒ‰‹‰‘”–‘”‡ƒŽŽ›Ž‡ƒ”Š‘™–‘ —•‡–Š‡’Žƒ–ˆ‘”•Ǥ •‡‡–‘‘ƒ›…‘’ƒ‹‡•™Š‘Š‹”‡‹–‡”•–‘”—–Š‡‹”’”‘‰”ƒ•„‡…ƒ—•‡ –Š‡›‘™Š‘™–‘„Ž‘‰ǡ‘”™‡‡–ǡ„—–™Š‘Šƒ˜‡‘•–”ƒ–‡‰‹…—†‡”•–ƒ†‹‰‘ˆŠ‘™–‘‹ˆŽ—‡…‡ƒ ƒ—†‹‡…‡‘”…‘—‹…ƒ–‡ƒ‡••ƒ‰‡Ǥ Š‡› …ƒ „‡ „—– ‘”‰ƒ‹•ƒ–‹‘• •Š‘—Ž† ‡˜‡” „‡ ˆ‘‘Ž‡† ‹–‘ –Š‹‹‰ –Š‡›̵”‡ ˆ”‡‡ Ǧ –Š‡› ƒŽ™ƒ›• ”‡“—‹”‡–‹‡ ƒ†”‡•‘—”…‡ǡƒ†–‹‡ …‘•–•‘‡›ǡ™Š‡–Š‡”‹–̵•‹ǦŠ‘—•‡‘”ƒƒ‰‡…›…‘•–Ǥ‘‡ ™‡ŽŽǡ ƒ† ˆ‘” –Š‡ ”‹‰Š– ‘”‰ƒ‹•ƒ–‹‘ǡ •‘…‹ƒŽ ‡†‹ƒ …ƒ „‡ ˜‡”› …‘•– ‡ˆˆ‡…–‹˜‡ Ǧ ‹– ƒŽŽ †‡’‡†• ‘ ™Šƒ–̵•”‹‰Š–ˆ‘”–Š‡‘”‰ƒ‹•ƒ–‹‘Ǥ —” …‘• „—†‰‡– Šƒ• „‡‡ ˆ”‘œ‡ †—‡ –‘ ‰‘˜‡”‡– …—–•ǡ •‘ •‘…‹ƒŽ ‡†‹ƒ Šƒ• „‡‡ ƒ ‹’‘”–ƒ–…Šƒ‡Žƒ•™‡Šƒ˜‡–Š‡‹ǦŠ‘—•‡‡š’‡”–‹•‡–‘—•‡ƒ†‘‹–‘”‹–‡ˆˆ‡…–‹˜‡Ž›Ǥ ‡•ǡ‹ˆ†‘‡”‹‰Š–ǡ‘‹ˆ†‘‡™”‘‰Ǥ ‡…ƒ—•‡›‘—”‡••ƒ‰‡”‡ƒ…Š‡•ƒŽƒ”‰‡”–ƒ”‰‡–‰”‘—’Ǥ ƒ”‡ƒ…Š’‡‘’Ž‡‘‡Ǧ‘Ǧ‘‡ƒ†‘‡Ǧ–‘Ǧƒ›™‹–Š–Š‡•ƒ‡–‘‘Ž•Ǥ –̵•Ž‘™…‘•–ǢŠ‘™‡˜‡”ǡ‘‡̵• ‡›ƒ—†‹‡…‡•—•–Šƒ˜‡ƒ……‡••–‘‹–ƒ†—•‡‹–ƒ•™‡ŽŽˆ‘”‹––‘„‡…‘•–‡ˆˆ‡…–‹˜‡Ǥ ‡…ƒ—•‡›‘—Šƒ˜‡–‘‹–‡”ƒ…–ƒ†—•–‘–‘Ž›•’”‡ƒ†‡••ƒ‰‡•Ǥ –Š‹™Š‡–Š‡”›‘—ƒ•™‡”›‡•‘”‘ –‘–Š‹•“—‡•–‹‘Žƒ”‰‡Ž›†‡’‡†•‘ –Š‡‹†—•–”›‹™Š‹…Š ›‘—™‘”Ǥ ‘”‡ǡƒ• ™‘”™‹–Š‹–Š‡–Š‹”†•‡…–‘”ƒ††‘‘–ƒ…–‹˜‡Ž›•‡‡…Ž‹‡–•ˆ‘”‡šƒ’Ž‡ǡ‹– ‹•ˆƒ–ƒ•–‹…Ǥ ƒƒ„Ž‡–‘‡ƒ•‹Ž›‡‰ƒ‰‡™‹–ŠƒŠ—‰‡˜ƒ”‹‡–›‘ˆ’‡‘’Ž‡Ȁ‘”‰ƒ‹•ƒ–‹‘•ˆ‘”ˆ”‡‡–Š”‘—‰Š ‘—” ƒ…‡„‘‘ ƒ† ™‹––‡” …Šƒ‡Ž• ƒ• ™‡ŽŽ ƒ• –‘ ƒ Ž‡••‡” †‡‰”‡‡ ™‹–Š ‘——„‡ǡ Ž‹…” ƒ†

90

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

• •

• •

• •

‹–‡”‡•–ƒ……‘—–•Ǥ‡†‘‘–‡‡†–‘•’‡†‘‡›‘‘”‡–”ƒ†‹–‹‘ƒŽƒ”‡–‹‰ƒ†—–Ž‹•‡‘—” •‘…‹ƒŽ‡†‹ƒ‡–™‘”•˜‡”›‡ˆˆ‡…–‹˜‡Ž›–‘„‘–Š’—„Ž‹…‹•‡‘—”ƒ…‹–‹˜‹‡•ƒ•™‡ŽŽƒ•„—‹Ž†”‡Žƒ–‹‘•Š‹’• ™‹–Š ‘—” •–ƒ‡Š‘Ž†‡”•Ȁ–Š‡ ’—„Ž‹…Ǥ ‘™‡˜‡”ǡ ‘–Š‡” „—•‹‡••‡• ƒ› ‡‡† –‘ ”‡Ž› ‘”‡ Š‡ƒ˜‹Ž› ‘ ‘”‡–”ƒ†‹–‹‘ƒŽ”‘—–‡•‘ˆ”‡Žƒ–‹‘•Š‹’„—‹Ž†‹‰–‘ˆŽ‘—”‹•Šƒ†ƒ›’Žƒ…‡Ž‡••‡’Šƒ•‹•‘•‘…‹ƒŽ ‡†‹ƒǤ –”‡ƒŽŽ›†‡’‡†•‘–Š‡‰‘ƒŽ•…‘’ƒ‹‡•‘”‹‰‹ƒŽŽ›Šƒ˜‡ˆ‘”•‘…‹ƒŽ‡†‹ƒǡƒ†Š‘™–Š‡›‡ƒ•—”‡ ‹–•‡ˆˆ‡…–‹˜‡‡••Ǥ –…ƒ–ƒ‡ƒŽ‘–‘ˆ–‹‡ƒ†‡ˆˆ‘”–Ǧƒ†‘…‡›‘—•–ƒ”–ǡ›‘—…ƒ‘–•–‘’Ǩ ‘…‹ƒŽ ‡†‹ƒ –ƒ‡• –Š‡ ’Žƒ…‡ •‘‡™Šƒ– ‘ˆ ̶–”ƒ†‹–‹‘ƒŽ̶ ’Žƒ–ˆ‘”• •—…Š ƒ• ƒ†˜‡”–‹•‹‰ǡ „—– •’”‡ƒ†‹‰ –Š‡ ™‘”† ȋ™‘”† ‘ˆ ‘—–Šǡ •–ƒ–—• •Šƒ”‹‰ǡ ‰‘‹‰ ̵˜‹”ƒŽ̵Ȍ –Š‡•‡ ƒ”‡ ƒŽŽ ‘’’‘”–—‹–‹‡• –‘ ‰ƒ‹ƒ™ƒ”‡‡••™Š‹Ž‡…‹”…—˜‡–‹‰–”ƒ†‹–‹‘ƒŽƒ”‡–‹‰•–”ƒ–‡‰‹‡•ƒ†’”‘‘–‹‘Ǥ ‡…ƒ—•‡ƒ‘…‹ƒŽ‡†‹ƒ–Š‡”‘ˆ‡••‹‘ƒŽŠƒ•–‘†‘ƒŽ‘–‘ˆ•‡ƒ”…Š‹‘”†‡”–‘ƒŽŽ‘…ƒ–‡–Š‡’—„Ž‹… Š‡™ƒ–•–‘†‡˜‡Ž‘’”‡Žƒ–‹‘•Š‹’•™‹–ŠǤ Š‡› …ƒ „‡ ƒ• ‘‡Ǧ–‘Ǧ‘‡ ”‡Žƒ–‹‘•Š‹’• …ƒ „‡ †‡˜‡Ž‘’‡† ‘”‡ “—‹…Ž› ™Š‹…Š ˆ‹Ž–‡” ƒ…”‘•• –Š‡ ’Žƒ–ˆ‘”Ǥ‹•ǡƒ–Ž‡ƒ•–ˆ‘”–Š‡‘‡–ȋǨȌǡˆ”‡‡•‘ǡƒ•Ž‘‰ƒ•–Š‡…‘—‹…ƒ–‹‘•ƒ”‡˜ƒŽ‹†ǡ‹–…ƒ „‡‘”‡…‘•–Ǧ‡ˆˆ‡…–‹˜‡Ǥ ‡•ˆ‘”•‘‡„—–‘–ƒŽŽǤ –”‡ƒ…Š‡•ƒ™‹†‡”ƒ—†‹‡…‡‹–‡”•‘ˆ”‡ƒ…Šˆ‹‰—”‡•Ǥ—–‘–ƒŽŽ•‡‰‡–• ‘ˆ’—„Ž‹…•Ǥ Š‡›̵”‡…Š‡ƒ’–‘—•‡ƒŽ–Š‘—‰Š–Š‡˜‘Ž—‡•‘ˆ†ƒ–ƒ‹˜‘Ž˜‡†…ƒ„‡–‹‡…‘•—‹‰Ǥ

No •

• • • • • • • • • •

–†‡’‡†•‘–Š‡Ž‡˜‡Ž‘ˆƒ…–‹˜‹–››‘—™ƒ––‘’ƒ”–‹…‹’ƒ–‡‹ǡ‡Ǥ‰•‘‡•‘…‹ƒŽ‡†‹ƒ…ƒ’ƒ‹‰•…ƒ Ž‡ƒ† –‘ „‹‰ ‡š’‡†‹–—”‡ǡ ƒ† ƒŽ•‘ –Š‡ †‡˜‡Ž‘’‡– ‘ˆ –Š‡ …ƒ’ƒ‹‰• ƒ› –ƒ‡ ‹ –”ƒ†‹–‹‘ƒŽ ƒ† ‘–”ƒ†‹–‹‘ƒŽ‡†‹ƒǤ ‘–›‡–„‡…ƒ—•‡™‡•–‹ŽŽ†‘„‘–ŠǤŠƒ–‹‰Š–…Šƒ‰‡Ǥ ‡‘’Ž‡ˆ‘”‰‡––Šƒ––‹‡‹•‘‡›ǡ•‘‹–̵•‘–ƒ…Š‡ƒ’…‘—‹…ƒ–‹‘•–‘‘ŽǤ ‘…‹ƒŽ‡†‹ƒ‹•„‡…‘‹‰ƒ•‹’‘”–ƒ–ƒ•‘–Š‡”‡†‹—•ƒ†™‹–Š–Šƒ–…‘‡•…‘•––‘†‘‹–”‹‰Š–Ǥ Š‡› …ƒ „‡ Ǧ „—– ‘Ž› ‹ˆ †‘‡ ’”‘’‡”Ž› ƒ† ‡ˆˆ‡…–‹˜‡Ž›Ǥ Š‹• ‹‰Š– –ƒ‡ •‘‡ –”ƒ‹‹‰ Ǧ ƒ†  …‡”–ƒ‹Ž›™‘—Ž†̵–Ž‡–ƒ…Ž‹‡–‘ˆ‹‡Žƒ—…Š‹–‘‹–‘–Š‡‹”‘™Ǥ –†‡’‡†•‘–Š‡‘”‰ƒ‹œƒ–‹‘ƒ†–Š‡’—„Ž‹…•Ǧ‹–…ƒ„‡˜‡”›…‘•–‡ˆˆ‡…–‹˜‡ˆ‘”ʹǡ‘ˆ–‡Ž‡•••‘ ˆ‘”ʹƒ†‹–…ƒ„‡˜‡”›”‡•‘—”…‡‹–‡•‹˜‡‹ˆ›‘—ƒ”‡‰‘‹‰–‘†‘‹–‡ˆˆ‡…–‹˜‡Ž›Ǥ —ƒŽ‹ˆ‹‡† ’‡”•‘‡Ž …‘•– ™Šƒ– –Š‡› …‘•–ǡ ‘ ƒ––‡” ™Šƒ– –›’‡ ‘ˆ ™‘” –Š‡› ƒ”‡ ‡‰ƒ‰‡† ‹Ǥ Š‡ ’”‹ƒ”›…‘•–‘ˆ™‡ŽŽ†‘‡•‘…‹ƒŽ‡†‹ƒ‹•–Š‡’ƒ›…Š‡…Ǥ Š‡›•–‹ŽŽ–ƒ‡Š—ƒ”‡•‘—”…‡ˆ‘”†‡˜‡Ž‘’‹‰…‘–‡–ǡ‘‹–‘”‹‰ƒ†”‡•’‘†‹‰Ǥ ––ƒ‡•ƒŽ‘–‘ˆ–‹‡ƒ†–Š‡”‡ƒ”‡•–‹ŽŽ”‡Žƒ–‹˜‡Ž›ˆ‡™’‡‘’Ž‡—•‹‰–Š‡Ǧ‘—”ƒ‹†‡‘‰”ƒ’Š‹… †‘‡•̵–Ǥ …–—ƒŽŽ›ǡ’”‘„ƒ„Ž››‡•„—–ƒ•›‡––Š‹•‹’ƒ…–Šƒ•‘–„‡‡’”‘’‡”Ž›–‡•–‡†ƒ†“—ƒ–‹ˆ‹‡†Ǥ ƒ‡•–‹‡–‘†‘™‡ŽŽƒ†–‹‡…‘•–•‘‡›Ǥ

Copyright © 2013. Diplomica Verlag. All rights reserved.



       

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

91

—‡•–‹‘ͺǣ‘™Ž‘‰Šƒ˜‡›‘—„‡‡™‘”‹‰‹–Š‡‹†—•–”›ǫ ͵ͺǤͺΨȋ͵ͳȌ

ͳǦ͵›‡ƒ”•

ʹ͸ǤʹΨȋʹͳȌ

ͶǦͳͲ›‡ƒ”•

ͳͲǤͲΨȋͺȌ

ͳͲǦͳͷ›‡ƒ”•

ͳͳǤʹΨȋͻȌ

ͳͷǦʹͲ›‡ƒ”•

ͳ͵ǤͺΨȋͳͳȌ

‘”‡–ŠƒʹͲ›‡ƒ”•

Copyright © 2013. Diplomica Verlag. All rights reserved.

—‡•–‹‘ͳͲǣŠƒ–‹•›‘—”…—””‡–‘……—’ƒ–‹‘ƒŽ”‘Ž‡ǫ ʹʹǤͷΨȋͳͺȌ

–”›Ž‡˜‡Ž’‘•‹–‹‘

ͳ͵ǤͺΨȋͳͳȌ

……‘—–š‡…—–‹˜‡

ʹͳǤʹΨȋͳ͹Ȍ

ƒƒ‰‡”Ȁ……‘—–ƒƒ‰‡”

͵ǤͺΨȋ͵Ȍ

‡ƒ†‘ˆ‘—‹…ƒ–‹‘•

ͳͲǤͲΨȋͺȌ

‡‹‘”ƒƒ‰‡‡–’‘•‹–‹‘

ͳ͸ǤʹΨȋͳ͵Ȍ

‹”‡…–‘”Ȁ

ͳʹǡͷΨȋͳͲȌ

–Š‡”

‘‡•’‡…‹ˆ‹…ƒ–‹‘•ˆ‘”

•

†‹–‘”Ƭ‘Ǧ‘™‡”‘ˆƒ‡™•’ƒ’‡”

Ǯ–Š‡”ǯ

•

‘—‹…ƒ–‹‘•‘•—Ž–ƒ–

•

Ƭ‘—‹…ƒ–‹‘•ˆˆ‹…‡”

•

”‡•• Ž‡‡–ƒ†˜‡–•‘ˆˆ‹…‡”

•

Ƭƒ”‡–‹‰‡•‡ƒ”…Š”‘ˆ‡••‹‘ƒŽ

•

‘—‹…ƒ–‹‘•••‹•–ƒ–

•

‹˜‡”•‹–›‡…–—”‡”ǡ†—…ƒ–‘”‘””‘ˆ‡••‘”



92

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

8.3.

Appendix 3: Interview Design and Structure –‡”˜‹‡™“—‡•–‹‘• ȋ‹••‡”–ƒ–‹‘‘DzŠ‡ ’ƒ…–‘ˆ‘…‹ƒŽ‡†‹ƒ‘–Š‡ †—•–”›dzȌ  

ͳǤ ‘™ †‘ ›‘— –Š‹ –Š‡ ‡‡”‰‡…‡ ‘ˆ •‘…‹ƒŽ ‡†‹ƒ …Šƒ‰‡† ǫ • ‹– ƒ ’‘•‹–‹˜‡ ‘” ƒ ‡‰ƒ–‹˜‡‹’ƒ…–ƒ†™Š›ǫ  ʹǤ Šƒ–ƒ”‡–Š‡ƒ‹†‹ˆˆ‡”‡…‡•„‡–™‡‡–”ƒ†‹–‹‘ƒŽƒ†ʹǤͲǫ  ͵Ǥ Šƒ– ‘’’‘”–—‹–‹‡• †‘‡• •‘…‹ƒŽ ‡†‹ƒ ’”‘˜‹†‡ǫ Šƒ– ƒ”‡ –Š‡ ƒ†˜ƒ–ƒ‰‡• ƒ† †‹•ƒ†˜ƒ–ƒ‰‡•ǫ  ͶǤ ‘™†‘›‘—–Š‹–Š‡‡‡”‰‡…‡‘ˆ•‘…‹ƒŽ‡†‹ƒƒˆˆ‡…–‡†–Š‡ƒ”‡–‹‰‹šǫ  ͷǤ Šƒ–ƒ”‡–Š‡ƒ‹…ŠƒŽŽ‡‰‡•‘ˆ‡ƒ•—”‹‰ƒ†•‘…‹ƒŽ‡†‹ƒƒ…–‹˜‹–‹‡•ǫŠƒ–†‘ ›‘—–Š‹‹•–Š‡‘•–‡ˆˆ‡…–‹˜‡™ƒ›‘ˆ‡ƒ•—”‹‰–Š‡ǫ  ͸Ǥ ƒ›‘—’Ž‡ƒ•‡„”‹‡ˆŽ›†‡•…”‹„‡ƒ‘”ƒŽ™‘”‹‰†ƒ›ǫŠƒ–ƒ”‡›‘—”—•—ƒŽ†ƒ›Ǧ–‘Ǧ †ƒ› ƒ…–‹˜‹–‹‡•Ǣ Š‘™ —…Š ‘ˆ –Š‡ ƒ”‡ …‘„‹‡† ™‹–Š •‘…‹ƒŽ ‡†‹ƒǡ ‡Ǥ‰Ǥ Š‘™ —…Š –‹‡‘ˆ›‘—”™‘”†ƒ›†‘›‘—•’‡†‹„Ž‘‰•ƒ†•‘…‹ƒŽ‡†‹ƒ‡–™‘”•‡–…ǫ  ͹Ǥ ‘‡• –Š‹• …Šƒ‰‡ ƒˆˆ‡…– ›‘—” ’‡”•‘ƒŽ Ž‹ˆ‡ǫ ‘ ›‘— •’‡† ”‡Žƒ–‹˜‡Ž› ‘”‡ –‹‡ Dz™‘”‹‰dzǡ ‡Ǥ‰Ǥ ‘‹–‘”‹‰ •‘…‹ƒŽ ‡†‹ƒ ƒ† ‡–™‘”‹‰ǡ ‹ ›‘—” ˆ”‡‡ –‹‡ ‘™ ‹ …‘’ƒ”‹•‘–‘Ž‡–ǯ••ƒ›͸›‡ƒ”•ƒ‰‘ǫ  Copyright © 2013. Diplomica Verlag. All rights reserved.

ͺǤ Šƒ– ƒ”‡ ›‘—” ’”‡†‹…–‹‘• ˆ‘” –Š‡ ˆ—–—”‡ ‘ˆ –Š‡ ’”ƒ…–‹…‡ ƒ† ™Šƒ– †‘ ›‘— –Š‹ ™‘—Ž†„‡–Š‡„‹‰‰‡•–…ŠƒŽŽ‡‰‡•ˆ‘”–Š‡‹†—•–”›ǫ   



Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

93

‘›‘—’”‡ˆ‡”›‘—”ƒ‡ƒ†’‡”•‘ƒŽ†ƒ–ƒ–‘”‡ƒ‹…‘ˆ‹†‡–‹ƒŽǫ 

‡•



‘

 ‘—Ž†‹–„‡‹ˆ ’‘•––Š‡‹–‡”˜‹‡™‘›„Ž‘‰ȋ™™™Ǥ‹Ž‹›ƒƒ•–ƒ”‡˜ƒǤ…‘ȌǢ‘ˆ…‘—”•‡  ™‘—Ž†•ƒ›ȋƒ†Ž‹Ȍ™Š‘›‘—ƒ”‡ǡ™Šƒ–›‘—†‘ǡŠ‘™–‘…‘–ƒ…–›‘—‡–…ǫ 

‡•



‘

 Šƒ›‘—Ǩ

Copyright © 2013. Diplomica Verlag. All rights reserved.



94

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

8.4.

Appendix 4: Interview Transcripts

–‡”˜‹‡™ͳǣ Interview participant: Occupational role: Years in the industry: Educational background: Additional:

Date of interview: Type of interview: 

‘„”‘™ ƒƒ‰‹‰‹”‡…–‘”‘ˆ—Ž‡ͷ …ƒǤʹͲ …‘‘‹…•ƒ†‘Ž‹–‹…•ȋȌ —–Š‘”‘ˆǮƒ†–Š‡‘…‹ƒŽ‡„ǣ‘™–‘—•‡‘…‹ƒŽ‡†‹ƒ ƒ† ‡„ ʹǤͲ ‹ ‘—‹…ƒ–‹‘•ǯǡ ‹–‡•‹˜‡Ž› ”‡ˆ‡”‡…‡† ‹ –Š‡Ž‹–‡”ƒ–—”‡”‡˜‹‡™ ͹ ‡„”—ƒ”›ʹͲͳʹ ƒ‹Ž†—‡–‘‰‡‘‰”ƒ’Š‹…ƒŽ†‹•–ƒ…‡ƒ†–‹‡…‘•–”ƒ‹–•

9. How do you think the emergence of social media changed PR? Is it a positive or a negative impact and why? – Šƒ• …Šƒ‰‡†  …‘•‹†‡”ƒ„Ž›Ǥ   …‘”‡ ‡Ž‡‡– ‘ˆ –”ƒ†‹–‹‘ƒŽ  Šƒ• „‡‡ ‡†‹ƒ ”‡Žƒ–‹‘•ǤŠ‡‡†‹ƒŠƒ•‡˜‘Ž˜‡†ƒ†•‘—•–Ǥ ”‘ƒ•–”—…–—”ƒŽ’‘‹–‘ˆ˜‹‡™–Š‡”‡ ‹•‘”‡†‹ƒŽ‘‰—‡ƒ†‘”‡’‡‡”–‘’‡‡”…‘—‹…ƒ–‹‘ƒ†—•–‡‰ƒ‰‡™‹–Šƒ† Ž‡ƒ” –‘ ‹ˆŽ—‡…‡ –Š‡•‡ …‘˜‡”•ƒ–‹‘•Ǥ  ”‘ ƒ ’”ƒ…–‹…ƒŽ ’‘‹– ‘ˆ ˜‹‡™ ‡†‹ƒ ‹• ‰‡‡”ƒŽŽ›”‹…Š‡”ƒ†‘”‡†‹•–”‹„—–‡†Ǥ –Š‡’ƒ•–‘—”…‘–‡–™ƒ•ƒ‹Ž›–‡•–ȋ’”‡•• ”‡Ž‡ƒ•‡•Ȍƒ†‹ƒ‰‡•Ǥ‘™‡‡‡†–‘…‘•‹†‡”‹…Ž—†‹‰‘”‡˜‹†‡‘ƒ†Ž‹‡†…‘–‡–Ǥ ’‡‘’Ž‡ƒ”‡‡˜‡Ž‡ƒ”‹‰–‘•Šƒ”‡…‘†‡Ǥ  10. What are the main differences between traditional PR and PR 2.0? ǯ˜‡ƒ•™‡”‡†’ƒ”–Ž›ƒ„‘˜‡„—––Šƒ–ƒ‹†‹ˆˆ‡”‡…‡‹•–Šƒ–Š‹•–‘”‹…ƒŽŽ›™ƒ•‘‡Ǧ™ƒ› –‘’ †‘™ …‘—‹…ƒ–‹‘Ǥ  ‘™ ‹– Šƒ• –‘ „‡ ‘”‡ –™‘Ǧ™ƒ› ƒ† ‡…‘’ƒ•• ˆ‡‡†„ƒ… ƒ† †‹ƒŽ‘‰—‡Ǥ   ‹• Ž‡•• ƒ„‘—– …‘–”‘Ž ƒ† ‘”‡ ƒ„‘—– †‹•…—••‹‘Ǥ  Š‹• ‡ƒ• –Šƒ– •–”ƒ–‡‰‹…ƒŽŽ›  ’‡‘’Ž‡ ƒ”‡ ƒ†˜‹•‹‰ …Ž‹‡–• ‘ „‡•– ’”ƒ…–‹…‡ ”ƒ–Š‡” –Šƒ Š‘™ –‘ •’‹ Copyright © 2013. Diplomica Verlag. All rights reserved.

…‘—‹…ƒ–‹‘• –‘ ‰‹˜‡ ƒ ‹’”‡••‹‘ ‘ˆ „‡•– ’”ƒ…–‹•‡Ǥ   –Š‹ ™‡ ‡‡† –‘ †”‘’ –Š‡ –‡”ʹǤͲǤŠ‹•‹•ƒ‹•–”‡ƒƒ•‹–‹•‘™Ǥ

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

95

11. What opportunities does social media provide? What are the advantages and disadvantages? ‡ ƒŒ‘” ƒ†˜ƒ–ƒ‰‡ ‹• –Šƒ–  ’‡‘’Ž‡ …ƒ ’—„Ž‹•Š †‹”‡…–Ž› ˜‹ƒ •‘…‹ƒŽ ‡–™‘”• ‘ˆ „› …”‡ƒ–‹‰ „Ž‘‰ ’Žƒ–ˆ‘”•Ǥ  ƒ› ‡Ž‹‰Š–‡‡†  ’‡‘’Ž‡ Šƒ˜‡ „—‹Ž– „‹‰ •‘…‹ƒŽ ‡†‹ƒ …‘—‹–‹‡•–Šƒ–‡ƒ„Ž‡–Š‡–‘†‘–Š‹•‘”‡‡ˆˆ‡…–‹˜‡Ž›Ǥ†‹•ƒ†˜ƒ–ƒ‰‡‹ˆ›‘—…ƒ…ƒŽŽ ‹––Šƒ–‹•–Šƒ––Š‡”‡‹•‘”‡”‹•–‘‘”‰ƒ‹œƒ–‹‘•ƒ•ƒŽŽ‘ˆ–Š‡‹”ƒ…–‹˜‹–‹‡•ƒ”‡’‘–‡–‹ƒŽŽ› ‹’—„Ž‹…Ǥ 12. How do you think the emergence of social media affected the Marketing Mix? – Šƒ• „Ž—””‡† –Š‡ „‘—†ƒ”‹‡• „‡–™‡‡ –Š‡ †‹•…‹’Ž‹‡• Ȃ †‹•–‹…–‹‘• „‡–™‡‡ ƒ†˜‡”–‹•‹‰ǡ  ƒ† ‡†‹ƒ ’Žƒ‹‰Ȁ„—›‹‰ ƒ”‡ ˆƒ” Ž‡•• …Ž‡ƒ” –Šƒ –Š‡› —•‡† –‘ „‡Ǥ ‘…‹ƒŽ‡†‹ƒƒŽ•‘ƒŽŽ‘™•…‘—‹…ƒ–‹‘•–ƒ••–‘„‡ƒ…Š‹‡˜‡†‹‡™™ƒ›•Ǥ 13. What are the main challenges of measuring PR and social media activities? What do you think is the most effective way of measuring them? Š‡…ŠƒŽŽ‡‰‡‹•‹’ƒ”–Š‘™–‘ƒ‡•‡•‡‘ˆ–Š‡‘’’‘”–—‹–‹‡•ǤŠ‡™‡„‹•‹ˆ‹‹–‡Ž› ‡ƒ•—”ƒ„Ž‡ǡ „—– –Šƒ– ƒŽ•‘ ‡ƒ• –Š‡”‡ ƒ”‡ —Ž‹‹–‡† ™ƒ›• ‘ˆ ‰‡––‹‰ –Š‡ ƒƒŽ›–‹…• ™”‘‰„›‡ƒ•—”‹‰–Š‡™”‘‰–Š‹‰•ǤŠ‡”‡‹•ƒŽ•‘ƒ–‡†‡…›–‘‘˜‡”Ǧ…‘’Ž‹…ƒ–‡™‡„ ƒƒŽ›–‹…•Ǥƒ•‹…‡ƒ•—”‡Ž‹‡•‹–‡˜‹•‹–•ǡ–™‹––‡”ˆ‘ŽŽ‘™‡”•ǡ”‡–™‡‡–—„‡”•ǡ ƒ…‡„‘‘ Ž‹‡• …ƒ ƒŽ•‘ „‡ —•‡ˆ—Ž „—– –Š‡› ƒ”‡ ‡ƒ•—”‡ ‘ˆ “—ƒ–‹–› ”ƒ–Š‡” –Šƒ “—ƒŽ‹–› ƒ† –Š‡”‡ˆ‘”‡Šƒ˜‡Ž‹‹–ƒ–‹‘•Ǥ‡ƒ•—”‹‰‘—–…‘‡•‹•ˆƒ”‘”‡’‘™‡”ˆ—ŽǤƒ–Š‡ƒƒŽ›–‹…• –‡ŽŽ—•Š‘™‹–‡”•‘ˆ„‡Šƒ˜‹‘—”ǡƒ…–‹‘‘”˜‹‡™•ƒ†‘’‹‹‘•–Š‡…ƒ’ƒ‹‰‡––Š‡ •‡–‘„Œ‡…–‹˜‡•ǫ 14. Can you please briefly describe a normal working day? What are your usual day-to-day activities; how much of them are combined with social media, e.g.

Copyright © 2013. Diplomica Verlag. All rights reserved.

how much time of your workday do you spend in blogs and social media networks etc? ‘ •—…Š –Š‹‰ ƒ• ƒ ƒ˜‡”ƒ‰‡ †ƒ›Ǥ  ™‹––‡” ‹• ƒŽ™ƒ›• ‘ ƒ† ‰Žƒ…‡† ƒ– ”‡‰—Žƒ”Ž› ˆ‘” ‰‡‡”ƒŽ ‡™• ƒ† •–—ˆˆ –Šƒ– ‹• ”‡Ž‡˜ƒ– –‘ …Ž‹‡–•Ǥ ǯŽŽ ’‘•–• –™‡‡–• —•—ƒŽŽ› ͳǦͷ –‹‡• ƒ †ƒ›ƒ‹Ž›–‘‡‡’‡‰ƒ‰‡†™‹–Š–Š‡…‘—‹–›„›•Šƒ”‹‰‘’‹‹‘•ƒ†Ž‹•Ǥ ƒŽ•‘ —•‡ › •‘…‹ƒŽ ‡†‹ƒ …‘—‹–‹‡• ȋ…Ž‹‡–Ȁƒ‰‡…›Ȁ’‡”•‘ƒŽȌ –‘ ’”‘‘–‡ Ž‹• –‘ „Ž‘‰ ’‘•–•ƒ†‘Ž‹‡…‘–‡–Ǥ ǯƒƒ†‹‘–™‘…Ž‹‡– ƒ…‡„‘‘’ƒ‰‡••‘ ™‹ŽŽŽ‘‘ƒ–

96

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

–Š‘•‡‘•–†ƒ›•–Š‘—‰Š–Š‡…‘–‡–‹•ƒƒ‰‡†„›…‘ŽŽ‡ƒ‰—‡•Ǥ‘•–™‡‡• ǯŽŽ†”ƒˆ–ƒ „Ž‘‰ ’‘•–Ǥ  ‘•– †ƒ›• ǯŽŽ ”‡ƒ† •‡˜‡”ƒŽ ƒŽ–Š‘—‰Š ‹ˆ –Š‡ •‹–‡ ‹• –”—•–‡†  †‘ǯ– ”‡ƒŽŽ› †‹•–‹‰—‹•Š„‡–™‡‡„Ž‘‰•Ȁƒ‹•–”‡ƒ‡†‹ƒǤ 15. Does this change affect your personal life? Do you spend relatively more time “working”, e.g. monitoring social media and networking, in your free time now in comparison to let’s say 6 years ago? ‡•ǡƒ„•‘Ž—–‡Ž›Ǥ –…ƒ„‡”‡ƒŽŽ›†‹ˆˆ‹…—Ž––‘•™‹–…Š‘ˆˆǤ 16. What are your predictions for the future of the practice and what do you think would be the biggest challenges for the industry? Š‡‹†—•–”›‡‡†•–‘ƒ†ƒ’–‘–Š‡”™‹•‡‘–Š‡”†‹•…‹’Ž‹‡•ǡǡƒ†˜‡”–‹•‹‰ƒ††‹‰‹–ƒŽ ƒ‰‡…‹‡•™‹ŽŽ‡”‘†‡–Š‡™‘”–Šƒ–™‡†‘Ǥ –‡”˜‹‡™ʹǣ ‘›‘—•ͳ ‘ˆ‹†‡–‹ƒŽ …ƒǤʹͲȋ„‘–Š’”‘ˆ‡••‹‘ƒŽƒ†ƒ…ƒ†‡‹…Ȍ ‘ˆ‹†‡–‹ƒŽ –‡”ƒ–‹‘ƒŽŽ› ”‡…‘‰‹•‡†  ƒ…ƒ†‡‹… ”‡•‡ƒ”…Š‡”Ǣ Šƒ• ™”‹––‡ƒ†‡†‹–‡†ƒ—„‡”‘ˆ„‘‘•ƒ•™‡ŽŽƒ•ƒ—„‡”‘ˆ Œ‘—”ƒŽƒ”–‹…Ž‡•ƒ„‘—– Date of interview: ͳʹ ‡„”—ƒ”›ʹͲͳʹ Type of interview: Š‘”– ‡ƒ‹Ž †—‡ –‘ ‰‡‘‰”ƒ’Š‹…ƒŽ †‹•–ƒ…‡ ƒ† –‹‡ …‘•–”ƒ‹–• 1. How do you think the emergence of social media changed PR? Is it a positive Interview participant: Occupational role: Years in the industry: Educational background: Additional:

or a negative impact and why? ™ƒ––‘–ƒ…Ž‡›‘—”“—‡•–‹‘‹ƒ•Ž‹‰Š–Ž›†‹ˆˆ‡”‡–™ƒ›Ǥ‘…‹ƒŽ‡†‹ƒŠƒ•…Šƒ‰‡†–Š‡

Copyright © 2013. Diplomica Verlag. All rights reserved.

™ƒ›‘”‰ƒ‹•ƒ–‹‘•‹–‡”ƒ…–™‹–Š–Š‡‹”•–ƒ‡Š‘Ž†‡”•‹–‡”•‘ˆ–Š‡”ƒ‰‡‘ˆ•–ƒ‡Š‘Ž†‡”• –Š‡›‘™‡‰ƒ‰‡™‹–Šǡ–Š‡•Š‹ˆ–‹’‘™‡”„‡…ƒ—•‡‘ˆ–Š‡ƒ„‹Ž‹–›‘ˆ–Š‘•‡•–ƒ‡Š‘Ž†‡”•–‘ Š‘Ž†–Š‡–‘ƒ……‘—–˜‡”›’—„Ž‹…Ž›ƒ†–‘ƒŽŽ’ƒ”–•‘ˆ–Š‡™‘”Ž†ƒ–ƒ›–‹‡Ǥǡƒ•–Š‡ ˆ—…–‹‘ƒŽ†‹•…‹’Ž‹‡”‡•’‘•‹„Ž‡ˆ‘”ƒ‹–ƒ‹‹‰ƒ†„—‹Ž†‹‰–Š‘•‡”‡Žƒ–‹‘•Š‹’•™‹–Š •–ƒ‡Š‘Ž†‡”•Šƒ•–‘…Šƒ‰‡–‘‘‹‘”†‡”–‘”‹•‡–‘–Š‡…ŠƒŽŽ‡‰‡ƒ†‘’’‘”–—‹–‹‡•–Š‹• „”‹‰•ˆ‘”‘”‰ƒ‹•ƒ–‹‘•ǤŠƒ•–‘„‡…‘’‡–‡–‹–Š‡—•‡‘ˆ…Šƒ‡Ž•ƒ†…‘–‡–ǡ „—–‹–ƒŽ•‘Šƒ•ƒƒŒ‘”ƒ†˜‹•‘”›”‘Ž‡–‘‡ƒ„Ž‡•‡‹‘”ƒƒ‰‡”•–‘—†‡”•–ƒ†Š‘™

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

97

™‘”•ǡ™Š›–Š‡›…ƒ̵–‹‰‘”‡‹–ƒ†™Šƒ–‡™‘„Ž‹‰ƒ–‹‘•‹–Žƒ›•‘–Š‡Ǥˆ…‘—”•‡ ‡ƒ• ƒŽŽ –Š‡ —•—ƒŽ –Š‹‰• Ž‹‡ Šƒ˜‹‰ …‘˜‡” ʹͶȀ͹ǡ Šƒ˜‹‰ ƒ……‡•• –‘ ’‡‘’Ž‡ ‹ –Š‡ ‘”‰ƒ‹•ƒ–‹‘™Š‘…ƒƒ•™‡”“—‡•–‹‘•ǡŠƒ˜‹‰“—‹……Ž‡ƒ”ƒ…‡”‘—–‹‡•ˆ‘”’‘–‡–‹ƒŽŽ› …‘–”‘˜‡”•‹ƒŽ…‘–‡–‡–…Ǥ  –‹•’‘•‹–‹˜‡‹–Šƒ–‹–’”‘˜‹†‡•‡™ǡ†‹•‹–‡”‡†‹ƒ–‡†…Šƒ‡Ž•ˆ‘”‘”‰ƒ‹•ƒ–‹‘•–Šƒ– …ƒ‹–‡”ƒ…–‹’‡”•‘ƒŽ™ƒ›•™‹–Š™Š‘Ž‡‰”‘—’•‘ˆ’‡‘’Ž‡‹–‡‹–Š‡”‡˜‡”‡™‘”Šƒ† ’”‡––›†‹•–ƒ–”‡Žƒ–‹‘•™‹–Šǡ‘”™Š‘™‡”‡ƒŽ™ƒ›•…Ž‘•‡ǡ„—–‘™…ƒ„‡‡˜‡…Ž‘•‡”Ǥ –‹• ‡‰ƒ–‹˜‡ „‡…ƒ—•‡ ‘ˆ –Š‡ ƒ……‘—–ƒ„‹Ž‹–‹‡•  ‡–‹‘‡† ™Š‹…Š …ƒ „‡ †‡ƒ†‹‰ ƒ†—ˆ‘”‰‹˜‹‰‹ˆ›‘—‡˜‡”ƒ‡ƒ‹•–ƒ‡Ǥ  2. What are the main challenges of measuring PR and social media activities? What do you think is the most effective way of measuring them? •—ƒŽŽ›‘—–’—–•”ƒ–Š‡”–Šƒ‘—–…‘‡•ƒ”‡‡ƒ•—”‡†ƒ†ˆ‘”‡šƒ’Ž‡ ‘‘‰Ž‡ƒŽ›–‹…• ‹• ƒ„‘—– ‘—–’—–• ‘” ”‡ƒ…ŠǤ ‡ƒ•—”‹‰ ‘—–…‘‡• ‹˜‘Ž˜‡• ‡ƒ•—”‹‰ …Šƒ‰‡• ‹ ƒ™ƒ”‡‡••ǡ ‘’‹‹‘• ƒ† „‡Šƒ˜‹‘—” ƒ† –Šƒ– ‡–ƒ‹Ž• ƒ•‹‰ ’‡‘’Ž‡ ‘” ‘„•‡”˜‹‰ –Š‡ ‹Ǥ‡Ǥ’”‘’‡”•‘…‹ƒŽ”‡•‡ƒ”…ŠǤŠ‡”‡‹•‘‡•…ƒ’‡ˆ”‘–Šƒ–ƒ†‹–‹•ƒŽ™ƒ›•–Š‡„‡•–™ƒ›Ǥ  –‡”˜‹‡™͵ǣ Interview participant: Occupational role:

Years in the industry: Educational background:

Copyright © 2013. Diplomica Verlag. All rights reserved.

Additional: Date of interview: Type of interview: 

‡ƒ–Š‡”ƒšŽ‡› ƒ”–Ǧ–‹‡Ž‡…–—”‡”ƒ–‘—”‡‘—–Š‹˜‡”•‹–› †—…ƒ–‘”‘ˆ–Š‡ “—ƒŽ‹ˆ‹…ƒ–‹‘• ƒƒ‰‹‰ ‘•—Ž–ƒ–ƒ–’’Žƒ—•‡ ‘•—Ž–ƒ…› ȋ‡ŽˆǦ ‡’Ž‘›‡†Ȍ

‡‡”ƒŽ ‡…”‡–ƒ”›ƒ–‘–‘” †—•–”› —„Ž‹… ˆˆƒ‹”• ••‘…‹ƒ–‹‘ …ƒǤͳͷǦʹͲȋ’”‘ˆ‡••‹‘ƒŽƒ†ƒ…ƒ†‡‹…Ȍ •›…Š‘Ž‘‰›ȋȌ —””‡–Ž›†‘‹‰ƒŠ‹ƒ”‡‡”–—†‹‡•‹—„Ž‹…‡Žƒ–‹‘• —–Š‘”‘ˆ–™‘…Šƒ’–‡”•‹ǮŠ‡—„Ž‹…‡Žƒ–‹‘•ƒ†„‘‘ǯǡ ‹–‡•‹˜‡Ž›”‡ˆ‡”‡…‡•‹–Š‡Ž‹–‡”ƒ–—”‡”‡˜‹‡™ǡƒ†‘–Š‡”•Ǥ ʹʹ ‡„”—ƒ”›ʹͲͳʹ ƒ‹Ž†—‡–‘‰‡‘‰”ƒ’Š‹…ƒŽ†‹•–ƒ…‡ƒ†–‹‡…‘•–”ƒ‹–•

98

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

1. How do you think the emergence of social media changed PR? Is it a positive or a negative impact and why? – Šƒ• ‰‹˜‡ ƒ ‡™ ˆ‘…—• –‘ –ƒ…–‹…ƒŽ •‹ŽŽ• ’”‹ƒ”‹Ž› ‹ –‡”• ‘ˆ –Š‡ ’‡”•’‡…–‹˜‡ –Šƒ– ›‘—‰‡” ’”ƒ…–‹–‹‘‡”• ƒ”‡ „‡•– ‡“—‹’’‡† –‘ —†‡”–ƒ‡ •‘…‹ƒŽ ‡†‹ƒǤ  †‘ǯ– „‡Ž‹‡˜‡ •‘…‹ƒŽ ‡†‹ƒ Šƒ˜‡ ˆ—†ƒ‡–ƒŽŽ› …Šƒ‰‡†  Ȃ ƒŽ–Š‘—‰Š –Š‡› Šƒ˜‡ ‹…”‡ƒ•‡† ‹‡†‹ƒ…›ǡ ‰Ž‘„ƒŽ ”‡ƒ…Š ƒ† –Š‡ ‡‡† –‘ ‡‰ƒ‰‡ ȋƒ† „—‹Ž† ”‡Žƒ–‹‘•Š‹’•Ȍ †‹”‡…–Ž› ”ƒ–Š‡”–ŠƒŒ—•––Š”‘—‰Š‹–‡”‡†‹ƒ”‹‡•Ǥ –Š‹‹–‹•’‘•‹–‹˜‡ǡ„—–ƒŽ•‘Šƒ•‡‰ƒ–‹˜‡•‹†‡• ‡•’‡…‹ƒŽŽ›‹ˆ‹•”‡•–”‹…–‹‰‹–•‡Žˆ„›˜‹‡™‹‰‹–•†‘ƒ‹ƒ•™‹––‡”ǡˆ‘…—•‹‰’”‹ƒ”‹Ž› ‘…ƒ’ƒ‹‰•ǡ‘—–•‘—”…‹‰–‘ƒ‰‡…‹‡•‘”‘–†‡˜‡Ž‘’‹‰ƒ•–”ƒ–‡‰‹…ƒ’’”‘ƒ…ŠǤ 2. What are the main differences between traditional PR and PR 2.0? •ƒ„‘˜‡ǡ •‡‡‹–ƒ‹Ž›‹ˆ—…–‹‘ƒŽ–‡”•ƒ••’‡‡†ƒ†”‡ƒ…Š•‹…‡–Š‡„ƒ•‹…•‹ŽŽ•‘ˆ —†‡”•–ƒ†‹‰ …‘—‹…ƒ–‹‘•ǡ ”‡Žƒ–‹‘•Š‹’ „—‹Ž†‹‰ ƒ† ƒƒ‰‹‰ ”‡’—–ƒ–‹‘ ƒ”‡ Žƒ”‰‡Ž›—…Šƒ‰‡†Ǥ –ƒŽ•‘‘ˆˆ‡”•‰”‡ƒ–‘’’‘”–—‹–›ˆ‘””‡•‡ƒ”…ŠȂƒŽ–Š‘—‰Š–Š‹•‡‡†•–‘ „‡„ƒŽƒ…‡†„›”‡…‘‰‹–‹‘–Šƒ–‘–ƒŽŽ•‡…–‘”•‘ˆ•‘…‹‡–›ƒ”‡‡‰ƒ‰‡†‘”’ƒ”–‹…‹’ƒ–‹‰‹ Ǥ Š‡”‡ƒŽ’‘–‡–‹ƒŽ‘ˆʹǤͲȂ‹•’”‘„ƒ„Ž›͵ǤͲȂ™Š‡”‡ƒ•’‡…–••—…Šƒ•–Š‡•‡ƒ–‹… ™‡„ ƒ† …‘˜‡”‰‡…‡ ‘ˆ ˜ƒ”‹‘—• ™ƒ›• ‘ˆ ƒ……‡••‹‰ ‹ˆ‘”ƒ–‹‘ ™‹ŽŽ ‡•…ƒŽƒ–‡ ˆ—”–Š‡”Ǥ Š‡ ˆ—–—”‡ ƒŽ•‘ ‹• —Ž–‹‡†‹ƒ ™Š‹…Š ‹ ”‡…‡– ›‡ƒ”•  ’”ƒ…–‹–‹‘‡”• Šƒ˜‡ –‡†‡†–‘‹‰‘”‡‹’”‡ˆ‡”‡…‡ˆ‘”–Š‹‹‰‹™‘”†•‘Ž›Ǥ 3. What opportunities does social media provide? What are the advantages and disadvantages? • ƒ„‘˜‡Ǥ ‹•ƒ†˜ƒ–ƒ‰‡• ƒ”‡ ƒŽ•‘ –Šƒ– –Š‡ ˆ‘…—• ‹• ‘ •‘‡–Š‹‰ •‡‡ ƒ• Dz‡™ ƒ† •Š‹›dzƒ†•‘–Š‡ˆƒ…–•–Šƒ–ƒ›•‡…–‹‘•‘ˆ•‘…‹‡–›ƒ”‡‘–†‹‰‹–ƒŽŽ›‡‰ƒ‰‡†ȋƒ††‘ǯ– ™‹•Š –‘ „‡Ȍ ƒ› „Ž‹† ’”ƒ…–‹–‹‘‡”• –‘ –Š‡ ‡‡† –‘ ‘– ƒ—–‘ƒ–‹…ƒŽŽ› –Š‹ ‘ˆ ƒ 

Copyright © 2013. Diplomica Verlag. All rights reserved.

‹‹–‹ƒ–‹˜‡Ǥ ƒŽ•‘–Š‹–Šƒ–„‡Ž‹‡ˆ–Šƒ–›‘—‰’‡‘’Ž‡’”‡ˆ‡”–Š‹•‡†‹—‹•‘˜‡”„Ž‘™Ǥ 4. How do you think the emergence of social media affected the Marketing Mix? •™‹–Š–Š‡”‡ǯ•„‡‡’”‹ƒ”‹Ž›ˆ‘…—•‘ƒ”‡–‹‰…‘—‹…ƒ–‹‘•ƒ–ƒ–ƒ…–‹…ƒŽŽ‡˜‡Ž –Š”‘—‰Š  Ȃ ’ƒ”–‹…—Žƒ”Ž› ƒ…‡„‘‘Ǥ Š‡”‡ ‹• –Š‡ …ŠƒŽŽ‡‰‡ ˆ‘” ƒ”‡–‹‰ ‹ ”‡ƒŽŽ› —†‡”•–ƒ†‹‰Š‘™–‘‡‰ƒ‰‡’‡‘’Ž‡„‡›‘†‰ƒ‹‰–Š‡ȋŽ‹‡•‘ ƒ…‡„‘‘–‹‡†‹–‘ …‘’‡–‹–‹‘•‡–…ȌǤ –Šƒ•’‘–‡–‹ƒŽ–‘ƒˆˆ‡…–’”‹…‹‰ƒ†…—•–‘‡””‡Žƒ–‹‘•‹’ƒ”–‹…—Žƒ”ǡ

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

99

ƒŽ–Š‘—‰Š –Š‡ ”‡•’‘•‹˜‡‡•• ‘ˆ ‘”‰ƒ‹œƒ–‹‘• ‹• Žƒ‰‰‹‰ „‡Š‹† ™Šƒ– …‘—Ž† „‡ †‘‡Ǥ „˜‹‘—•Ž› ‘Ž‹‡ ’—”…Šƒ•‹‰ Šƒ• „‡‡ ƒ …ŠƒŽŽ‡‰‡ –‘ ƒ› „”‹…Ǧ„ƒ•‡† ”‡–ƒ‹Ž ‘”‰ƒ‹œƒ–‹‘•Ȃ„—–ƒ‰ƒ‹–Š‡”‡‡‡†•–‘”‡ƒ‹ƒ„ƒŽƒ…‡ƒ•‘–‡˜‡”›‘‡…ƒƒ†™‹ŽŽ •Š‘’‘””‡•‡ƒ”…ŠȀ•‡‡‹ˆ‘”ƒ–‹‘‘Ž‹‡Ǥ 5. What are the main challenges of measuring PR and social media activities? What do you think is the most effective way of measuring them? Š‡ˆ‘…—•Šƒ•„‡‡‘‡–”‹…•–Šƒ–ƒ”‡–‡…Š‘Ž‘‰‹…ƒŽŽ›†”‹˜‡ƒ†•‘Žƒ……‘•‹†‡”ƒ–‹‘ ‘ˆ ‡ƒ‹‰Ǥ Š‡ ‡šƒ’Ž‡ ‹• ‹‡• ‘” ‘ŽŽ‘™‡”• Ȃ –Š‹• †‘‡•ǯ– –‡ŽŽ —• ƒ›–Š‹‰ ƒ„‘—– ‡‰ƒ‰‡‡–Ǥ‹‡™‹•‡…——Žƒ–‹˜‡‡ƒ•—”‡•‘ˆ ‘ŽŽ‘™‡”•‹•‡ƒ‹‰Ž‡••ǤŠ‡”‡‡‡†• –‘ „‡ ‘”‡ ‡‰ƒ‰‡‡– ™‹–Š “—ƒŽ‹–ƒ–‹˜‡ ‡ƒ•—”‡• ƒ† ƒŽ•‘ Ž‘‘‹‰ „‡›‘† –Š‡ Ǯ•‹œ‡ǯ ƒ•’‡…–•‘ˆ†ƒ–ƒˆ‘”†ƒ–ƒǯ••ƒ‡Ǥ 6. Can you please briefly describe a normal working day? What are your usual day-to-day activities; how much of them are combined with social media, e.g. how much time of your workday do you spend in blogs and social media networks etc? –˜ƒ”‹‡•†‡’‡†‹‰‘™Šƒ–‡Ž•‡ Šƒ˜‡‰‘‹‰‘ǡ„—–—•‹‰‘„‹Ž‡†‡˜‹…‡•ȋŽƒ…„‡””›ǡ ‹Š‘‡ ƒ† ‹ƒ†Ȍ ƒ• ™‡ŽŽ ƒ• Ȁƒ… –‘ …Š‡…  ‹• ‡ƒ•› ƒ†  †‘ –Š‹• ’”‘„ƒ„Ž› ƒ ˆ‡™ –‹‡•ƒ†ƒ›ǤŽ‘‰‰‹‰‹••‘‡–Š‹‰ ǯ†Ž‹‡–‘†‘‘”‡‹–‡”•‘ˆ”‡ƒ†‹‰ƒ†™”‹–‹‰ǡ „—– –‹‡ ‹• ƒ …‘•‹†‡”ƒ–‹‘ ˆ‘” ‡ Š‡”‡Ǥ ‡––‹‰ –‘ ‰”‹’• ™‹–Š ‡™ –‡…Š‘Ž‘‰‹‡• „‡…‘‡• ƒ ”‡ƒŽ …ŠƒŽŽ‡‰‡ Ȃ „—–  ’”‘„ƒ„Ž› –”› ‘…‡ ƒ ‘–Š ƒ– Ž‡ƒ•– –‘ —†‡”–ƒ‡ ”‡•‡ƒ”…Š –‘ ‡‡’ ƒŠ‡ƒ† ‘ˆ ™Šƒ– ‹• ‰‘‹‰ ‘Ǥ ǯ˜‡ ˆ‘—† •‡”˜‹…‡• •—…Š ƒ• ˜‡–„”‹–‡ǡ ƒ‹Ž…Š‹’ƒ†‘‘–•—‹–‡ƒ”‡‰”‡ƒ–‹–‡”•‘ˆŠ‘™–Š‡›‡ƒ„Ž‡›‘—–‘—•‡–‡…Š‘Ž‘‰›–‘ •ƒ˜‡–‹‡ƒ†‘‡›ǡ™Š‹Ž•––ƒ’’‹‰‹–‘†‹‰‹–ƒŽƒ†•‘…‹ƒŽƒ•’‡…–•‘ˆ…‘—‹…ƒ–‹‘•Ǥ

Copyright © 2013. Diplomica Verlag. All rights reserved.

7. Does this change affect your personal life? Do you spend relatively more time “working”, e.g. monitoring social media and networking, in your free time now in comparison to let’s say 6 years ago? ǯ•‡ŽˆǦ‡’Ž‘›‡†•‘Šƒ˜‡˜‹‡™‡†™‘”ƒ•ʹͶǣ͹’”‡––›—…Š‘˜‡”Žƒ•–ͳʹ›‡ƒ”•ǤŠƒ–  Šƒ˜‡‘–‹…‡†‹•–Šƒ–‹…”‡ƒ•‹‰Ž›–Š‘•‡‹…‘’ƒ‹‡•—•‹‰‘„‹Ž‡–‡…Š‘Ž‘‰‹‡•”‡•’‘† –‘ƒ†‡ƒ‹Ž—…Š‘”‡‘—–‘ˆŠ‘—”•–Šƒ•ƒ›ʹǦ͵›‡ƒ”•ƒ‰‘Ǥ

100

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

8. What are your predictions for the future of the practice and what do you think would be the biggest challenges for the industry? –Š‹–Šƒ–‡‡†• –‘—’•…ƒŽ‡ˆ”‘”‡•’‘†‹‰–‘ƒŽŽ–‡…Š‘Ž‘‰‹‡•‹ƒ–ƒ…–‹…ƒŽǡ‡™ –‘›™ƒ›ǤŠ‡”‡™‹ŽŽ„‡‘”‡‹–‡‰”ƒ–‹‘ƒ†’”ƒ…–‹–‹‘‡”•ƒ”‡‹†ƒ‰‡”‘ˆ„‡‹‰‘‡ –”‹…’‘‹‡•ȋ™‡‘™Š‘™–‘™”‹–‡ǥȌƒ†•‘Ž‘•‹‰‘—–‘–Š‡‘”‡•–”ƒ–‡‰‹…‘˜‡”˜‹‡™ ’‘•‹–‹‘–Šƒ–‡‡†•ǤŠ‡„‹‰‰‡•–…ŠƒŽŽ‡‰‡ˆ‘”–Š‡‹†—•–”›‹•–Š‡•‡ŽˆǦŽ‹‹–ƒ–‹‘•‘ˆ ’”ƒ…–‹–‹‘‡”•™Š‘†‘ǯ–•‡‡–Š‡„‹‰‰‡”’‹…–—”‡ƒ†™‹ŽŽ‹…”‡ƒ•‹‰Ž›„‡ƒ”‰‹ƒŽ‹œ‡†‹ˆ –Š‡› †‘ǯ– •–‡’ ‘—–•‹†‡ ‘ˆ –Š‡ …‘—‹…ƒ–‹‘• „—„„Ž‡ –‘ —†‡”•–ƒ† „‘–Š –Š‡ ™‹†‡” •…‘’‡ ‘ˆ †‹‰‹–ƒŽȀ–‡…Š‘Ž‘‰‹…ƒŽ †‡˜‡Ž‘’‡–• ƒ† –Š‡ ‹’ƒ…– ƒ† …ŠƒŽŽ‡‰‡• ‘ˆ ‘”‰ƒ‹œƒ–‹‘•Ǥ –‡”˜‹‡™Ͷǣ Interview participant: Occupational role: Years in the industry: Educational background: Additional: Date of interview: Type of interview: 

‘›‘—•ʹ ”‡••ƒ†ƒƒ‰‡”ȋ‹ǦŠ‘—•‡Ȍ …ƒǤ͹

‘—”ƒŽ‹•• ”‡ˆ‡”•–‘•–ƒ›…‘ˆ‹†‡–‹ƒŽ ʹͶ ‡„”—ƒ”›ʹͲͳʹ ƒ…‡Ǧ–‘Ǧˆƒ…‡ǢͶͷ‹—–‡•ȋ„‡Ž‘™‹•ƒ”‡•’‘•‡•—ƒ”›Ȍ

1. How do you think the emergence of social media changed PR? Is it a positive or a negative impact and why? ‹”•–‘ˆƒŽŽǡ‹–Šƒ•…Šƒ‰‡† –‘ƒƒ„•‘Ž—–‡Ž›ƒ••‹˜‡‡š–‡–Ǥ Ž‘‘„ƒ…ƒ–™Šƒ––Š‡ ‹†—•–”›Ž‘‘‡†Ž‹‡™Š‡ Œ‘‹‡†‹–ƒ† –Š‹–Šƒ–‹ˆ•‘‡„‘†›Šƒ†•ƒ‹†–‘‡͹›‡ƒ”• ƒ‰‘™Šƒ–‹–™ƒ•‰‘‹‰–‘„‡–‘†ƒ› ’”‘„ƒ„Ž›™‘—Ž†ǯ–Šƒ˜‡„‡Ž‹‡˜‡†–Š‡Ǥ‘•–Ž›•‘…‹ƒŽ ‡†‹ƒ‹•ƒ˜‡”›’‘•‹–‹˜‡–Š‹‰Ǣ –Š‹‹–ǯ•ƒ†‡–Š‡‹†—•–”›„‡ƒŽ‘–‘”‡–”ƒ•’ƒ”‡– ™Š‹…Š‘„˜‹‘—•Ž›‹•˜‡”›ǡ˜‡”›‹’‘”–ƒ–ˆ‘”–Š‡‡–Š‹…•Ǥ––Š‡‘‡––Š‡‹†—•–”›‹• Copyright © 2013. Diplomica Verlag. All rights reserved.

„‡…‘‹‰•‡ŽˆǦ”‡‰—Žƒ–‡†ƒ†–Šƒ–…ƒƒ†Šƒ•Šƒ†‹’ƒ•–‹••—‡•‹–‡”•‘ˆ‡–Š‹…•Ǥ ǯƒ „‹‰„‡Ž‹‡˜‡”‹–”ƒ•’ƒ”‡–ƒ†ƒ†‹ƒŽ‘‰—‡ǡ™Š‹…Š‡ƒ•Ž‹•–‡‹‰ǡ™Š‹…Š‹•ƒŠ—‰‡Ž› ‹’‘”–ƒ–’ƒ”–ǡƒ•™‡ŽŽƒ•‰‡––‹‰›‘—”‡••ƒ‰‡‘—––Š‡”‡ƒ†•‘…‹ƒŽ‡†‹ƒŠƒ•”‡ƒŽŽ›ǡ ”‡ƒŽŽ› Š‡Ž’‡† †‘ –Šƒ–Ǥ ‹–Š •‘…‹ƒŽ ‡†‹ƒ –Š‡”‡ ‹• ‘™Š‡”‡ –‘ Š‹†‡ǡ •‘ ǯ† •ƒ› ’‘•‹–‹˜‡ ‡ƒ• ˆ”‘ ‰‡––‹‰ ›‘—” ‡••ƒ‰‡ ‘—– –Š‡”‡ ƒ† ›‘— ‘ Ž‘‰‡” Šƒ˜‡ –‘ ”‡Ž› ‘ –”ƒ†‹–‹‘ƒŽ‡†‹ƒ –‘ …ƒ””››‘—”‡••ƒ‰‡ˆ‘”›‘—Ǣ›‘—…ƒ–ƒŽ†‹”‡…–Ž›ǡ ǯ†•ƒ›†‹”‡…–Ž›

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

101

Ǯ™‹–Šǯ”ƒ–Š‡”–ŠƒǮ–‘ǯ›‘—”ƒ—†‹‡…‡•ƒ†›‘—…ƒ‰‡––Š‡‹”ˆ‡‡†„ƒ…‘ƒ›—„‡”‘ˆ –Š‹‰• ƒ† –Šƒ– ™‘—Ž† ƒŽ•‘ Š‡Ž’ ›‘— •–ƒ”– •Šƒ’‹‰ ›‘—” „‡Šƒ˜‹‘—” ƒ• ƒ ‘”‰ƒ‹•ƒ–‹‘Ǥ Šƒ– ˆ‡‡†„ƒ… ƒ† Ž‹•–‡‹‰ –Šƒ– ›‘— †‹†ǯ– Šƒ˜‡ „‡ˆ‘”‡ ‹• —…Š “—‹…‡”ǡ –Šƒ–ǯ• –Š‡ „‡ƒ—–› ‘ˆ •‘…‹ƒŽ ‡†‹ƒǡ ‹–ǯ• ‹•–ƒ–ƒ‡‘—•ǡ ‹– †‘‡•ǯ– ƒ––‡” ™Šƒ– ›‘—” ‰‡‘‰”ƒ’Š‹…ƒŽ Ž‘…ƒ–‹‘‹•ǡ™Šƒ––‹‡‘ˆ†ƒ›‘”‹‰Š–‹–‹•Ǥ‘ǡ•‘…‹ƒŽ‡†‹ƒŠƒ•‘’‡‡†ƒŠ—‰‡ƒ‘—–‘ˆ …Šƒ‡Ž•ˆ‘”—•ǡ‹–Šƒ•‹–”‘†—…‡†ƒŽ‘–‘ˆ‡™ƒ—†‹‡…‡•–Šƒ–™‡™‘—Ž†‘–Šƒ˜‡„‡‡ ƒ„Ž‡ –‘ ‡‰ƒ‰‡ ™‹–Š „‡ˆ‘”‡Ǣ ‹– Šƒ• ‡ƒ„Ž‡†  ’”‘ˆ‡••‹‘ƒŽ• –‘ Ǯ‰‘ ‰Ž‘„ƒŽǯ ‹ –‡”• ‘ˆ ”‡ƒ…Šƒ†‹ˆŽ—‡…‡Ǥ—–‘„˜‹‘—•Ž›–Š‡”‡‹•ƒˆŽ‹’•‹†‡–‘–Šƒ–ƒ•™‡ŽŽƒ† ǯ†•ƒ›’”‘„ƒ„Ž› –Š‡„‹‰‰‡•–‘‡‹•”‡’—–ƒ–‹‘Ȃ‹ˆ•‘‡–Š‹‰†‘‡•ǯ–‰‘™‡ŽŽ‹–™‹ŽŽ•’”‡ƒ†™‹Ž†Ž›ƒ†ˆƒ•– ‘•‘…‹ƒŽ‡†‹ƒƒ†›‘—…ƒ‘–…‘–”‘Ž•‘…‹ƒŽ‡†‹ƒǡ•‘‹–™‹ŽŽ„‡ƒŽ‘–‘”‡†‹ˆˆ‹…—Ž––‘ ƒƒ‰‡ ‹••—‡• ƒ† …”‹•‹• •‹–—ƒ–‹‘• „‡…ƒ—•‡ ›‘— Šƒ˜‡ –‘ ”‡ƒ…– —…Š ‘”‡ “—‹…Ž›Ǥ Š‡”‡ ”‡ƒŽŽ› ‹• ‘™Š‡”‡ –‘ Š‹†‡Ǩ ˜‡”›–Š‹‰ ‹• ’—„Ž‹… ‘™Ǩ —– ˆ”‘ ƒ ’‡”•‘ƒŽ ’‡”•’‡…–‹˜‡ǡ –Š‡ †‘™•‹†‡ ‘ˆ •‘…‹ƒŽ ‡†‹ƒ ‹• –Šƒ– ‹– Šƒ• ”‡’Žƒ…‡† ˆƒ…‡Ǧ–‘Ǧˆƒ…‡ …‘—‹…ƒ–‹‘ ƒ Ž‹––Ž‡ „‹–Ǥ ‡˜‡”–Š‡Ž‡•• ‹–ǯ• ƒ ‰”‡ƒ– …‘—‹…ƒ–‹‘ –‘‘Ž ‡•’‡…‹ƒŽŽ› ˆ‘” Žƒ”‰‡‘”‰ƒ‹•ƒ–‹‘ƒ†‡˜‡‹–Š‡…ƒ•‡‘ˆ‡’Ž‘›‡‡•…‘—‹…ƒ–‹‰–‘‡ƒ…Š‘–Š‡”ǢŽ‡–ǯ• •ƒ›‹ˆ–Š‡Šƒ•–‘•ƒ›•‘‡–Š‹‰–‘‡˜‡”›‘‡‹–Š‡…‘’ƒ›ǡ•‘…‹ƒŽ‡†‹ƒ‹•ƒ‰”‡ƒ– ™ƒ›‘ˆ†‘‹‰‹–ƒ†ƒŽ•‘ˆ‘”‡’Ž‘›‡‡•–‘‡‰ƒ‰‡™‹–Š–Š‡‘”‰ƒ‹•ƒ–‹‘‹–•‡Žˆƒ†Ž‡ƒ” ƒ„‘—–™Šƒ–ǯ•‰‘‹‰‘Ǥ 2. What are the main differences between traditional PR and PR 2.0? „˜‹‘—•Ž›™‹–Š•‘…‹ƒŽ‡†‹ƒ›‘—†‘ǯ–”‡Ž›‘•‘‡‘‡‡Ž•‡–‘…ƒ””››‘—”‡••ƒ‰‡ǡ›‘— …ƒ•’‡ƒ†‹”‡…–Ž›–‘‘”™‹–Š›‘—”–ƒ”‰‡–ƒ—†‹‡…‡•ƒ†›‘—…ƒŽ‹•–‡–‘–Š‡Ǣ‹–ǯ•ƒŽ‘– ˆƒ•–‡” ƒ† ‹•–ƒ–ƒ‡‘—•Ǣ ‹–ǯ• —…Š ˆ—”–Š‡” ”‡ƒ…Š‹‰Ǣ ‹–ǯ• ʹͶȀ͹Ǥ Š‡”‡ ‹•ǯ– —…Š ‘ˆ ƒ ‡’Šƒ•‹•ƒ›‘”‡‘”‡‰‹‘ƒŽǡƒ–‹‘ƒŽ‘”‹–‡”ƒ–‹‘ƒŽ„‡…ƒ—•‡•‘…‹ƒŽ‡†‹ƒ‹•‰Ž‘„ƒŽǤ Š‡”‡ˆ‘”‡ǡ›‘—…ƒ”‡ƒ…Šƒ•’‡…‹ˆ‹…ƒ—†‹‡…‡‘ƒ‰Ž‘„ƒŽ‡–™‘”—…Š‡ƒ•‹‡”ƒ†–Š‹•‹•

Copyright © 2013. Diplomica Verlag. All rights reserved.

ƒŠ—‰‡‘’’‘”–—‹–›‹–‡”•‘ˆ–ƒŽ‹‰–‘‡™ƒ—†‹‡…‡•Ǥ 3. What opportunities does social media provide? What are the advantages and disadvantages? ƒ—–•Š‡ŽŽǣƒ†˜ƒ–ƒ‰‡•™‘—Ž†„‡–Š‡‰Ž‘„ƒŽ”‡ƒ…Šǡ–Š‡ˆƒ…––Šƒ–‹–‹•‹•–ƒ–ƒ‡‘—•ǡ–Š‡ ˆƒ…––Šƒ–›‘—…ƒ•’‡ƒ†‹”‡…–Ž›–‘›‘—”ƒ—†‹‡…‡•ǤŠ‡†‹•ƒ†˜ƒ–ƒ‰‡•™‘—Ž†„‡™Š‡‹– …‘‡•–‘…”‹•‹•‘”‹••—‡•ƒƒ‰‡‡–›‘—…ƒ‘–…‘–”‘Ž•‘…‹ƒŽ‡†‹ƒƒ†‘‹–‘”‹‰ ‹–‹•˜‡”›–‹‡Ǧ…‘•—‹‰Ǥ

102

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

4. How do you think the emergence of social media affected the Marketing Mix? ‡ŽŽǡ™Šƒ– ™‘—Ž†•ƒ›–Š‡”‡Šƒ•ƒŽ™ƒ›•„‡‡ƒ„‹–‘ˆƒ†‡„ƒ–‡„‡–™‡‡ƒ”‡–‹‰ƒ† Ǣ–Š‡”‡Šƒ•ƒŽ™ƒ›•„‡‡ƒ•‘”–‘ˆ ƒ …‘ˆŽ‹…– Ȃ ™Š‘ †‘‡•™Šƒ–ǡ™Š‘ǯ•”‡•’‘•‹„Ž‡ˆ‘” ™Šƒ–Ǣ ‹• ƒ”‡–‹‰ ‘”‡ ‹’‘”–ƒ– ‡–…Ǥ  ’‡”•‘ƒŽŽ› –Š‹ ‹ˆ ‹– ‹• ƒ ‘”‡ ‘ˆ ƒ …‘—‹…ƒ–‹‘•…ƒ•‡ǡ–Š‡™‘—Ž†…‘‡ˆ‹”•–ƒ†ƒ”‡–‹‰™‹ŽŽ•—’’‘”––Š‹•Ǣ‹ˆ‹–‹• ‘”‡‘ˆƒ„—•‹‡••‹••—‡ǡ–Š‡ƒ”‡–‹‰™‘—Ž†…‘‡ˆ‹”•–ƒ†™‹ŽŽ•—’’‘”––Š‹•Ȃ‹–ǯ• ”‡…‹’”‘…ƒŽǤ † •‘…‹ƒŽ ‡†‹ƒ ‹• ”‹‰Š– ƒ…”‘••ǡ ƒ† ‡˜‡ ‡š’ƒ†• „‡›‘† –Š‡ ‹š ƒ† ƒˆˆ‡…–• ‡˜‡”› Ž‡˜‡Ž ‘ˆ ƒ ‘”‰ƒ‹•ƒ–‹‘ǡ •‘ –Šƒ– •‘…‹ƒŽ ‡†‹ƒ Šƒ• –‘ „‡ ‹–‡‰”ƒ–‡† –Š”‘—‰Š‘—–ƒŽŽ–Š‡†‹•…‹’Ž‹‡•Ǥ 5. What are the main challenges of measuring PR and social media activities? What do you think is the most effective way of measuring them? ˜‡”›–Š‹‰ ‹• ’—„Ž‹… ‘™Ǥ ‘…‹ƒŽ ‡†‹ƒ Šƒ• ƒ†‡ ‡†‹ƒ ‘‹–‘”‹‰ ƒ Ž‘– ‘”‡ –‹‡Ǧ …‘•—‹‰„‡…ƒ—•‡‘ˆ–Š‡•Š‡‡”˜ƒ•–‡••‘ˆ‡„ʹǤͲ‡•’‡…‹ƒŽŽ›‹ˆ›‘—ƒ”‡”‡’”‡•‡–‹‰ƒ Žƒ”‰‡ ƒ† ™‡ŽŽǦ‘™ ‘”‰ƒ‹•ƒ–‹‘ ™‹–Š ’‘–‡–‹ƒŽŽ› –‡• ‘ˆ –Š‘—•ƒ†• ‘ˆ ‹–‡”‡•–‡† •–ƒ‡Š‘Ž†‡”•Ǥ Ž•‘ ƒ ˆ‡™ ›‡ƒ”• ƒ‰‘ ›‘— ™‘—Ž†ǯ˜‡ „‡‡ Ž‘‘‹‰ ƒ– –Š‡ ‡™•’ƒ’‡”• ƒ† Ž‹•–‡‹‰ –‘ –Š‡ ”ƒ†‹‘ǡ „—– ‘™ ›‘—ǯ˜‡ ‰‘– ƒŽŽ –Š‡•‡ ‘–Š‡” …Šƒ‡Ž• ƒ• ™‡ŽŽ ƒ† ›‘— …ƒ‘– ‹‰‘”‡ –Š‡ǡ –Š‡› ƒ”‡ Š‹‰ŠŽ› ‹ˆŽ—‡–‹ƒŽǤ ‘ ™‡ ƒ…–—ƒŽŽ› —•‡ ‡†‹ƒ ‘‹–‘”‹‰ •‘ˆ–™ƒ”‡™Š‡”‡™‡ǯŽŽ‰‡–™Šƒ–™‡…ƒŽŽ–Š‡™‘”Ž†…—––‹‰•–Š”‘—‰Š‡ƒ…Š†ƒ›…‘’ƒ”‡†–‘ –Š‡ ‘Ž† †ƒ›• ™Š‡”‡ ›‘— …—– –Š‡ ƒ”–‹…Ž‡• ˆ”‘ ƒ ‡™•’ƒ’‡”Ǥ ‘ ™‡ Šƒ˜‡ ƒ ’”‡•• †‡’ƒ”–‡– –Šƒ– –ƒ‡• …ƒ”‡ ‘ˆ „”‘ƒ†…ƒ•– ‡†‹ƒǡ •‘…‹ƒŽ ‡†‹ƒǡ ’”‹– ‡†‹ƒǡ „ƒ•‹…ƒŽŽ› –ƒ‹‰ …ƒ”‡ ‘ˆ ƒŽŽ –Š‡ …‘˜‡”ƒ‰‡ ‘‹–‘”‹‰ ƒ† ƒƒŽ›•‹• ˆ‘” ’”‘„ƒ„Ž› –™‘ Š‘—”• ƒ †ƒ›Ǥ Š‡”‡ ƒ”‡ ƒŽ•‘ ƒ —„‡” ‘ˆ …‘’ƒ‹‡• ‘—– –Š‡”‡ …‘’Ž‡–‡Ž› †‡†‹…ƒ–‡† –‘ ‘‹–‘”‹‰ ƒ† ƒƒŽ›œ‹‰ •‘…‹ƒŽ ‡†‹ƒ ƒ† ™Š‡ ›‘— –Š‹ ƒ„‘—– –Š‡ ˆƒ…– –Šƒ– –Š‹• ‹• –Š‡ ‘Ž› ’—”’‘•‡ ‘ˆ –Š‘•‡ …‘’ƒ‹‡• ȋƒ† ‹– ‹• ƒ Ž—…”ƒ–‹˜‡ „—•‹‡••Ȍ ‹– •Š‘™• Š‘™ Š‹‰ŠŽ› ‹ˆŽ—‡–‹ƒŽƒ†ˆƒ””‡ƒ…Š‹‰•‘…‹ƒŽ‡†‹ƒ‹•Ǥ‘‰‘–Š‡”–Š‹‰•–Š‡›…ƒ’”‘˜‹†‡ƒ……‡••

Copyright © 2013. Diplomica Verlag. All rights reserved.

–‘ …‘˜‡”•ƒ–‹‘•ǡ ‹†‡–‹ˆ‹…ƒ–‹‘ ‘ˆ ‡› ‹ˆŽ—‡…‡”•ǡ ‡ƒ•—”‡‡– ‘ˆ –Š‡ ƒ„‘˜‡ ‡› ‡–”‹…• ƒ† …‘†—…–‹‰ …‘’ƒ”‹•‘• „‡–™‡‡ …‘’‡–‹–‘”• ƒ† –‘’‹…•Ǥ  –Š‡ ‡†ǡ ‡ƒ•—”‹‰ƒ†‘‹–‘”‹‰ǡ”‡‰ƒ”†Ž‡••‹ˆ–”ƒ†‹–‹‘ƒŽ‘”•‘…‹ƒŽ‡†‹ƒ‹–Šƒ•ƒŽ™ƒ›•„‡‡ ƒ ‹••—‡ ˆ‘” –Š‡  ‹†—•–”› „‡…ƒ—•‡ ‹– ‹• •—„Œ‡…–‹˜‡Ǣ ‹– ‹• –Š‡ Š—ƒ ‡›‡ǡ –Š‡ Š—ƒ „”ƒ‹ƒƒŽ›•‹‰ ‹–Ǥ‡ ‹‰Š––Š‹•‘‡–Š‹‰ ‹• ’‘•‹–‹˜‡ǡ •‘‡‘‡‡Ž•‡ ™‘—Ž† •ƒ› ‹–ǯ• ‡‰ƒ–‹˜‡ ‘” ‡—–”ƒŽǤ Š‡”‡Šƒ• ƒŽ™ƒ›•„‡‡ ƒ Žƒ”‰‡ƒ‘—–‘ˆ‡ƒ•—”‡‡– –‘‘Ž•ǡ •ƒ› ˆ‘” ‡šƒ’Ž‡ •‘‡ ‡ƒ•—”‡ –Š‡ …‘Ž— ‹…Š‡• –‘ ”‡’”‡•‡– –Š‡ ‹ˆŽ—‡…‡ǡ „—– –Š‡ 

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

103

‹†—•–”›Šƒ•‡˜‡”‘Ž›ƒ’’‡ƒŽ‡†–‘‘‡•‹‰Ž‡–‘‘ŽǤ†ƒ‰ƒ‹ǡ•‘…‹ƒŽ‡†‹ƒ‹•ƒ‘–Š‡” …‘’Ž‹…ƒ–‹‘ Š‡”‡Ǥ ‘ǡ –Š‡”‡ ƒ”‡ Ž‘–• ‘ˆ †‹ˆˆ‡”‡– ™ƒ›• ‘ˆ ‡ƒ•—”‡‡– †‡’‡†‹‰ ‘ ™Šƒ– –Š‡ ‹••—‡ ‹• ‘” –Š‡ †‡•‹”‡† ‘—–…‘‡ǡ Š‘™‡˜‡” ‹ ‰‡‡”ƒŽ –Š‹• ™‘—Ž† ‹…Ž—†‡ ‘‹–‘”‹‰ȀƒƒŽ›•‹‰ǣ -

‘…‹ƒŽ‡†‹ƒ–”ƒˆˆ‹…‹–‡”•‘ˆ–‘‡ǡ†‡‘‰”ƒ’Š‹…ǡ‰‡‘‰”ƒ’Š›‡–…Ǥ

-

”‡†•

-

Ǯ‹‡•ǯ

-

”ƒ•Žƒ–‹‘ȋ‡‰Ǥ•—„•‡“—‡–™‡„•‹–‡Š‹–•ǡƒ”‹•‡‹•ƒŽ‡•ǡƒ––‡†‡‡••‹‰‹‰—’ˆ‘”

ƒ‡˜‡–‡–…ǤȌǤ 6. Can you please briefly describe a normal working day? What are your usual day-to-day activities; how much of them are combined with social media, e.g. how much time of your workday do you spend in blogs and social media networks etc? ‘—”†‡’ƒ”–‡–™‡’”‡†‘‹ƒ–Ž›—•‡•‘…‹ƒŽ‡†‹ƒƒ•ƒŽ‹•–‡‹‰ƒ†‘ˆ…‘—”•‡ƒ•ƒ ”‡ƒ…–‹˜‡–‘‘Ž–‘Š‡Ž’—•™‹–Š‘—”‡˜‹”‘‡–ƒŽ•…ƒ‹‰Ǥ‘Ž‹•–‡‹‰ˆ‘”—•‡ƒ•–‘ ˆ‘ŽŽ‘™ ‹ˆŽ—‡–‹ƒŽ „Ž‘‰‰‡”• ‘” Œ‘—”ƒŽ‹•–• ƒ† –Š‡”‡„› ™‡ –”› –‘ ‡‰ƒ‰‡ ™‹–Š ‡› ‹ˆŽ—‡…‡”•ƒ†…”‡ƒ–‡‡™”‡Žƒ–‹‘•Š‹’•Ǥ†‘ˆ…‘—”•‡™‡‘‹–‘”‘—”‘™‡–™‘”• ƒ† ™Šƒ– ‹• „‡‹‰ •ƒ‹† ƒ„‘—– ‘—” ‘”‰ƒ‹•ƒ–‹‘ǡ ”‡‰ƒ”†Ž‡•• ‘ˆ ‹– „‡‹‰ ‡‰ƒ–‹˜‡ ‘” ’‘•‹–‹˜‡ǡƒ†™‡–”›–‘‡‰ƒ‰‡™‹–Š–Š‘•‡’‡‘’Ž‡ƒ†…‘‡‹–‘ƒ†‹ƒŽ‘‰—‡Ǥ ’‡”•‘ƒŽŽ›ǡ •’‡† ƒ Ž‘– Ž‡•• –‹‡ ‹ •‘…‹ƒŽ ‡†‹ƒ „‡…ƒ—•‡  ƒ ”‡•’‘•‹„Ž‡ ‘ –Š‡ •–”ƒ–‡‰‹… ƒ† ƒƒ‰‡‡–Ž‡˜‡ŽǤˆ…‘—”•‡ǡ‹ˆƒ‹••—‡ƒ”‹•‡‘•‘…‹ƒŽ‡†‹ƒ‹–…‘—Ž†–ƒ‡—•–Š‡™Š‘Ž‡ †ƒ›Ǣ ƒ† ‡˜‡”›‘‡ ™‹ŽŽ „‡ ‘ ‹–ǡ ‹…Ž—†‹‰ ‡Ǥ —– ‹– ‡˜‡”› —…Š †‡’‡†• ‘ ™Šƒ–ǯ• Šƒ’’‡‹‰†—”‹‰–Š‡†ƒ›Ǥ‘•‘…‹ƒŽ‡†‹ƒ‹•Œ—•–ƒ’ƒ”–‘ˆƒŽŽǡƒ•ƒŽŽ‡”’ƒ”–ǡ„—– –Š‹ –Šƒ–‹ˆ›‘—ƒ•‡–Š‡•ƒ‡“—‡•–‹‘‹ƒˆ‡™›‡ƒ”•ǡ–Š‡›‡ƒ”•™‹ŽŽ„‡˜‡”›†‹ˆˆ‡”‡–Ǥ

Copyright © 2013. Diplomica Verlag. All rights reserved.

7. Does this change affect your personal life? Do you spend relatively more time “working”, e.g. monitoring social media and networking, in your free time now in comparison to let’s say 6 years ago? ‡•ǡ „—– –Š‹• ‹• ‹‡˜‹–ƒ„Ž‡ ƒ• •‘…‹ƒŽ ‡†‹ƒ ‹• ‰Ž‘„ƒŽ ƒ† ʹͶȀ͹Ǥ – †‘‡• ‘– ‘’‡”ƒ–‡ ͻǦͷǨ ‡”•‘ƒŽŽ›ǡ ƒ‘–‘•‘…‹ƒŽ‡†‹ƒǢ Šƒ˜‡‘’”‘ˆ‹Ž‡•‘•‘…‹ƒŽ‡†‹ƒǨ —•‡‹–”ƒ–Š‡”ƒ• ƒ Ž‹•–‡‹‰–‘‘Žǡ ˆ‘”‡šƒ’Ž‡  †‘ Šƒ˜‡ ƒ ƒ……‘—–‘™‹––‡”ǡ „—– †‘ǯ– –™‡‡–ǡ  ‘Ž› ˆ‘ŽŽ‘™’‡‘’Ž‡ƒ†‘‹–‘”™Šƒ––Š‡›ƒ”‡–™‡‡–‹‰Ǥ ’”‡ˆ‡”–‘‡‡’›’”‘ˆ‡••‹‘ƒŽƒ†

104

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

’‡”•‘ƒŽ Ž‹ˆ‡ •‡’ƒ”ƒ–‡ ƒ† –”› › „‡•–Ǥ †‹––‡†Ž› –Š‘—‰Š ‹– ‹• ‹‡˜‹–ƒ„Ž‡ ˆ‘” –Š‘•‡ –‘ „Ž—”Ǥ 8. Do you think there is a lack of knowledge and skills in social media among PR practitioners? What are the reasons for this? Š „•‘Ž—–‡Ž›ǡ  ƒ‰”‡‡Ǥ ‹”•–ǡ „‡…ƒ—•‡ ‹– ‹• ˜‡”› ‡™ ƒ† •‡…‘†ǡ „‡…ƒ—•‡ ‹– ‹• ƒŽ™ƒ›• …Šƒ‰‹‰ǡ•‘‹–‹•˜‡”›Šƒ”†–‘‡‡’—’Ǥ—– †‘ǯ––Š‹ƒ›„‘†›”‡ƒŽŽ›•ƒ™–Š‹•…‘‹‰ ‹ –‡”•‘ˆ –Š‡ ‡š–‡–‘ˆ ‹–• ‹’‘”–ƒ…‡ ƒ†‹’ƒ…–ǡ•‘ ǯ‘”‡ –Šƒ Šƒ’’› –‘ ƒ†‹– –Šƒ–™‡ƒ”‡•–‹ŽŽŽ‡ƒ”‹‰†ƒ›„›†ƒ›Ǥ‡‘’Ž‡ƒ”‡•–‹ŽŽ•‡ƒ”…Š‹‰ƒ†ˆ‡‡Ž‹‰–Š‡™ƒ›ƒ† Ž‘‘‹‰ƒ–™Šƒ–ǯ•™‘”‹‰ƒ†™Šƒ–†‘‡•ǯ–Ǥ†‹–ǯ•‘–Ž‹‡–”ƒ†‹–‹‘ƒŽ‡†‹ƒŠƒ•‰‘‡ ƒ™ƒ›ǡ –Š‹• ‹• ‘ –‘’ ‘ˆ ‹–ǡ ‹– ‹• —…Š ‘”‡ ‡…‘’ƒ••‹‰ǡ •‘ ‹– ‹• ‘”‡ Ž‹‡ ™‡ ƒ”‡ ˆ‘ŽŽ‘™‹‰•‘…‹ƒŽ‡†‹ƒǡ”ƒ–Š‡”–Šƒ•‘…‹ƒŽ‡†‹ƒ‹•ˆ‘ŽŽ‘™‹‰–Š‡‹†—•–”›ǤŠƒ–ƒ––‡”• ‹•–Šƒ–›‘—•Š‘—Ž†‘–—†‡”‡•–‹ƒ–‡‹–ƒ†›‘—Šƒ˜‡–‘Ž‡ƒ”ˆ”‘›‘—”‹•–ƒ‡•ƒ† …‘–‹—‡ –”›‹‰ –‘ ‰‡– „‡––‡” ƒ– ‹–Ǥ ‹‰Š– ƒ– –Š‡ „‡‰‹‹‰ ™Š‡ •‘…‹ƒŽ ‡†‹ƒ ‡‡”‰‡† ƒ›Œ—•–Œ—’‡†‹–Š‡„ƒ†™ƒ‰‘™‹–Š–™‘ˆ‡‡–ƒ†•ƒ‹†DzŠǡ™‡Šƒ˜‡–‘†‘–Š‹•dzƒ† ‰‘–‹–™”‘‰„‡…ƒ—•‡›‘—Šƒ˜‡–‘ˆ‹”•–ƒ•›‘—”•‡Žˆ–Š‡“—‡•–‹‘Dz‘ ‡‡†–‘†‘•‘…‹ƒŽ ‡†‹ƒǡ™Š› ƒ†Š‘™–‘—•‡ ‹– …‘””‡…–Ž›ǫdz‘—‡‡†–‘Ž‘‘ƒ–™Š‘›‘—™ƒ––‘”‡ƒ…Šǡ ™Šƒ–›‘—ƒ”‡–”›‹‰–‘ƒ…Š‹‡˜‡ǡ™Šƒ–›‘—”‘„Œ‡…–‹˜‡•ƒ”‡Ǥ‘…‹ƒŽ‡†‹ƒ‹•‘–ƒŽ™ƒ›•–Š‡ „‡•–…Š‘‹…‡Ǥ 9. What are your predictions for the future of the practice and what do you think would be the biggest challenges for the industry? ‘…‹ƒŽ ‡†‹ƒ Šƒ• Šƒ† ’‘•‹–‹˜‡ ‡–Š‹…ƒŽ ‹’Ž‹…ƒ–‹‘• ˆ‘” –Š‡  ‹†—•–”› ‹ –‡”• ‘ˆ •—’’‘”–‹‰ ƒ† ˆ—”–Š‡”‹‰ –™‘ ™ƒ› †‹ƒŽ‘‰—‡ ƒ† –”ƒ•’ƒ”‡…› ƒ†  ˆ‡‡Ž –Š‹• ™‹ŽŽ …‘–‹—‡–‘„‡–Š‡…ƒ•‡ƒ•‹–‹•–Š‡‘Ž›™ƒ›–‘‘’‡”ƒ–‡•—……‡••ˆ—ŽŽ›‹–Š‹•‡™†‹‰‹–ƒŽ ‡”ƒ Ȃ –Š‹• ‹• ’”‘„ƒ„Ž› ƒŽ•‘ ‘‡ ‘ˆ –Š‡ „‹‰‰‡•– …ŠƒŽŽ‡‰‡• ƒ• ˆ‘” –Š‘•‡ ™Š‘ †‘ ‘– ƒ…–

Copyright © 2013. Diplomica Verlag. All rights reserved.

‡–Š‹…ƒŽŽ›ǡ ™‹–Š •‘…‹ƒŽ ‡†‹ƒ –Š‡”‡ ‹• ‘™Š‡”‡ –‘ Š‹†‡Ǩ —–ǡ  ”‡ƒŽŽ› …ƒǯ– ƒ•™‡” –Šƒ– “—‡•–‹‘Ǩ ˆ•‘‡‘‡‘…‡–‘Ž†‡ƒ„‘—–•‘…‹ƒŽ‡†‹ƒƒ†–Š‡•‹–—ƒ–‹‘‘™ ™‘—Ž†ǯ– Šƒ˜‡„‡Ž‹‡˜‡†‹–Ǥ›–Š‹‰‹•’‘••‹„Ž‡Ǩ›–Š‹‰…ƒŠƒ’’‡Ǩ  

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

105

–‡”˜‹‡™ͷǣ Interview participant: Occupational role: Years in the industry: Educational background: Additional:

Date of interview: Type of interview:

Ž‹•‘Š‡ƒ‡” ƒ–Š‡’ƒ”ȋˆ”‡‡Žƒ…‡…‘•—Ž–ƒ–Ȍ …ƒǤ͵Ͳȋ’”‘ˆ‡••‹‘ƒŽƒ†ƒ…ƒ†‡‹…Ȍ

‘—”ƒŽ‹• —–Š‘” ‘ˆ ǮŠ‡ —„Ž‹… ‡Žƒ–‹‘• ƒ†„‘‘ǯ ȋƒ ’”‹…‹’ƒŽ  –‡š–„‘‘ •‹…‡ –Š‡ ʹͲͲͲ•Ȍǡ ‹–‡•‹˜‡Ž› ”‡ˆ‡”‡…‡• ‹ –Š‡ Ž‹–‡”ƒ–—”‡”‡˜‹‡™Ǥ ͺƒ”…ŠʹͲͳʹ ƒ…‡Ǧ–‘Ǧˆƒ…‡ǡͶͲ‹—–‡•ȋ„‡Ž‘™‹•ƒ”‡•’‘•‡•—ƒ”›Ȍ 

1. How do you think the emergence of social media changed PR? Is it a positive or a negative impact and why?  –Š‹ –Š‡ ‡‡”‰‡…‡ ‘ˆ •‘…‹ƒŽ ‡†‹ƒ †‘‡•ǯ– …Šƒ‰‡ –Š‡ ƒ–—”‡ ‘ˆ ™Šƒ–  ‹• ƒ– ƒŽŽǢ ”ƒ–Š‡”‹–Šƒ•‘ˆˆ‡”‡†‡™…Šƒ‡Ž•ƒ†–‘‘Ž•Ǥ  ƒ‰”‡‡™‹–Šƒ—Ž‘Ž‡•–Šƒ–ˆ‘”‰‘‘†’‡‘’Ž‡†‹‰‹–ƒŽ…Šƒ‰‡•‘–Š‹‰Ǥ‘‹ˆ›‘—™‡”‡ †‘‹‰‰‘‘†ͳͲ›‡ƒ”•ƒ‰‘ǡ‹ˆ›‘—™‡”‡Šƒ˜‹‰…‘˜‡”•ƒ–‹‘•™‹–Š’‡‘’Ž‡‹ˆ›‘—™‡”‡ „‡‹‰‘’‡ƒ†Š‘‡•–ƒ†”‡•’‘•‹˜‡–‘’‡‘’Ž‡ǡ•‘…‹ƒŽ‡†‹ƒ‹•Œ—•–ƒ‡™…Šƒ‡ŽǤ—– ˆ‹”•–›‘—‡‡†–‘†‡ˆ‹‡›‘—”‘„Œ‡…–‹˜‡•Ǥ –‹•”‹†‹…—Ž‘—•–‘•ƒ›–Šƒ–‡˜‡”›‘‡Šƒ•–‘–™‡‡– ‘”™Šƒ–‡˜‡”Ǣ›‘—‡‡†–‘‘™™Š››‘—ƒ”‡†‘‹‰‹–ƒ†™Š‘›‘—ƒ”‡–ƒŽ‹‰–‘‘ǤŽ‘– ‘ˆ’‡‘’Ž‡ –Š‹ƒ”‡Œ—•–†‘‹‰‹–‹ƒ„”‘ƒ†…ƒ•–™ƒ›ǡ•‘‘–”‡ƒŽŽ›—•‹‰‹–ƒ……‘”†‹‰–‘ –Š‡ƒ…–—ƒŽ‹†‡ƒ‘ˆ•‘…‹ƒŽ‡†‹ƒǢƒ†›‘—Šƒ˜‡–Š‹•–‡•‹‘ǡ‹–‹• ‡†‹ƒǡ„—–›‘— ƒ”‡—•‹‰‹–ˆ‘”ƒ ’—”’‘•‡ǤŽ‘–‘ˆ’‡‘’Ž‡Œ—•–’”‘‘–‡ƒ†–ƒŽƒ„‘—––Š‡‹” ’”‘†—…–„—–‘–Š‡”•™‘ǯ–ˆ‘ŽŽ‘™–Š‡‘”Ž‹•–‡–‘–Š‡Ǥ  ‡‘’Ž‡”—‹‰„—•‹‡••‡•ƒ”‡”‡•’‘†‹‰–‘–Š‹•ƒ™™ƒ”†ˆ‡‡Ž‹‰DzŠ› ‘†ǡ ‘—‰Š–

Copyright © 2013. Diplomica Verlag. All rights reserved.

–‘„‡†‘‹‰–Š‹•ǡ •Š‘—Ž†„‡†‘‹‰–Š‹•ǡ †‘ǯ–Šƒ˜‡‡‘—‰Š–‹‡–‘†‘‹–ǡ‘Š ǯ•…ƒ”‡† ‘ˆ‹–ǡ‘Š †‘ǯ–„‡Ž‹‡˜‡‹‹–dzǡ–Š‡–Š‡›ƒ›•ƒ›Dz‘–Š‹‰ǯ•Šƒ’’‡‡†dz‘”Dz‹–ǯ•ˆƒ–ƒ•–‹…Ǥdz —– –Š‡›•–‹ŽŽ Šƒ˜‡ǯ– ”‡ƒŽŽ› –Š‘—‰Š–ƒ„‘—–™Šƒ– –Š‡‹” ‘„Œ‡…–‹˜‡•ƒ”‡ ˆ‘”‡‰ƒ‰‹‰™‹–Š •‘…‹ƒŽ‡†‹ƒǡ‘”Š‘™–Š‡›…‘—Ž†„‡‹–‡”‡•–‹‰–‘–Š‡’‡‘’Ž‡–Š‡›‡‡––Š‡”‡Ǥ ˆ›‘—–ƒŽ –‘‘—…Šƒ„‘—–›‘—”„—•‹‡••ǡ’‡‘’Ž‡™‘ǯ–ˆ‘ŽŽ‘™›‘—ƒ†›‘—ǯ˜‡‰‘––‘„‡‹–‡”‡•–‹‰ ƒ†›‘—ǯ˜‡‰‘––‘„‡‰‡‡”‘—•ǡƒ†ˆ‘ŽŽ‘™–Š‡”—Ž‡•‘ˆ‡–‹“—‡––‡ǤŽ‘–‘ˆ’‡‘’Ž‡‘—––Š‡”‡ ƒ”‡ ‘– ˆ‘ŽŽ‘™‹‰ –Š‡ Š‘™‡˜‡”Ǥ † ‹ˆ ›‘— ƒ”‡ ƒ  ’”ƒ…–‹–‹‘‡” ”‡’”‡•‡–‹‰ ƒ

106

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

…‘’ƒ››‘—Šƒ˜‡–‘ˆ‘ŽŽ‘™–Š‡•‡”—Ž‡•Ǥƒ›ƒ”‡ǯ–ǡ ˆ‘” ‡šƒ’Ž‡†‡Žƒǯ•ǮˆŽ‘‰ǯˆ‘” ƒŽƒ”–ǡ™Š‡ƒ…‘—’Ž‡™ƒ••—’’‘•‡†Ž›‰‘‹‰ƒ”‘—†–Š‡…‘—–”›ƒ†„Ž‘‰‰‹‰ƒ„‘—– –Š‡‹”‡š’‡”‹‡…‡ǡ„—–ƒ…–—ƒŽŽ›–Š‡›™‡”‡Œ—•––™‘†‡Žƒǯ•‡’Ž‘›‡‡•†‘‹‰‹–‹–Š‡‹” ‘ˆˆ‹…‡Ȃ–Šƒ–ǯ•‘–Œ—•–†ƒƒ‰‹‰–Š‡…Ž‹‡––Š‡”‡ǡ„—–ƒŽ•‘–Š‡‹ƒ‰‡‘ˆǤ  —–‹ˆ›‘—‰‘„ƒ…–‘ ”—‹‰ǯ•‡š…‡ŽŽ‡…‡–Š‡‘”›ǡ‹–‹•ƒ‰”‡ƒ––‘‘Ž„‡…ƒ—•‡‹–‰‹˜‡•›‘—–Š‡ ƒ„‹Ž‹–›–‘–ƒŽ†‹”‡…–Ž›–‘›‘—”’—„Ž‹…•ǡ›‘—†‘ǯ–Šƒ˜‡–‘‰‘–Š”‘—‰Š–Š‡‡†‹ƒǡ›‘—Šƒ˜‡ ƒ †‹”‡…– …‘‡…–‹‘ǡ›‘— …ƒ‡‰ƒ‰‡ ƒ†›‘— …ƒ”‡•’‘†Ǥ ‘–Š‡‘”‡–‹…ƒŽŽ› Ȃ ˆƒ–ƒ•–‹…Ǩ …–—ƒŽŽ›ǡ‹–ǯ•‘–Šƒ’’‡‹‰‡‘—‰ŠǤ‘ †‘ǯ––Š‹‹–…Šƒ‰‡•–Š‡ƒ–—”‡‘ˆǡ‹–ǯ•Œ—•– –Šƒ–’‡‘’Ž‡ƒ”‡—•‹‰–Šƒ––‘‘Žƒ†ƒ”‡ƒ‹‰•‘‡Ǯ‡š…‡ŽŽ‡–ǯǤ 2. What are the disadvantages and advantages of social media?  –Š‡ Žƒ–‡•– ‡”ˆƒ•• —”‘’‡ƒ ‘‹–‘” ”‡•‡ƒ”…Šǡ ƒ Ž‘– ‘ˆ  ’‡‘’Ž‡ •ƒ‹† –Šƒ– –Š‡› –Š‘—‰Š– •‘…‹ƒŽ ‡†‹ƒ ™ƒ• ƒ –Š”‡ƒ–Ǥ ƒ› ƒ”‡ •…ƒ”‡†ǡ „‡…ƒ—•‡ ‹ˆ ƒ›‘‡ …ƒ †‘ •‘…‹ƒŽ ‡†‹ƒǡ™Š›’ƒ›ˆ‘”Ǥ‘–Š‡›–Š‹ǡDz ˆƒ›‘‡…ƒ…‘—‹…ƒ–‡‘™ǡ™Š›™‘—Ž†–Š‡› ‡‡†—•ǫdz—––Š‡›‡‡†–‘”‡ƒŽ‹•‡–Šƒ–‹–‹•—•‡ˆ—Ž‹ˆ›‘——•‡‹–™‡ŽŽƒ†‹–Š‡”‹‰Š–™ƒ›Ǥ –‹•‘–‹•–ƒ–ǡ–Š‘—‰ŠǤ‡‘’Ž‡™Š‘ƒ”‡‰‘‘†ƒ–‹–‘™ǡŠƒ˜‡„‡‡†‘‹‰‹–ˆ‘”ƒ–Ž‡ƒ•– –™‘›‡ƒ”•Ǥ —•–’—––‹‰›‘—”ƒ‡‘—– –Š‡”‡ǡŽ‡–ǯ••ƒ›‘ ƒ…‡„‘‘ǡ‹• Œ—•–ƒ†˜‡”–‹•‹‰ǡ ‘– Ǥ ˆ –Š‡ ’‡‘’Ž‡ –Šƒ– ›‘— ‡‡† –‘ –ƒŽ –‘ ƒ”‡ †‹‰‹–ƒŽ ƒ–‹˜‡•ǡ ‹–ǯ• ‰”‡ƒ–Ǥ —– ‹ˆ –Š‡ ’‡‘’Ž‡ –Šƒ– ›‘— ‡‡† –‘ …‘—‹…ƒ–‡ ™‹–Š ƒ”‡ †‹‰‹–ƒŽ ‹‹‰”ƒ–•ǡ –Š‡ ‘Ž†‡” ‰‡‡”ƒ–‹‘•ǡ–Š‡›ƒ”‡Ž‡••‡‰ƒ‰‡†ǡ•‘›‘—‡‡†–‘Šƒ˜‡‘–Š‡”‡–Š‘†•ƒ•™‡ŽŽǤ 3. What are the main challenges of measuring PR and social media activities? What do you think is the most effective way of measuring them? ‡ƒ•—”‡‡–Šƒ•ƒŽ™ƒ›•„‡‡ƒ„‹‰‹••—‡ǡƒŽ–Š‘—‰Š‹–‹•‰‡––‹‰„‡––‡”Ǥ ˆ›‘—ƒ”‡—•‹‰

‘‘‰Ž‡ ƒŽ›–‹…• ‘” †™‘”†•ǡ ›‘— …ƒ ‡ƒ•‹Ž› •‡‡ Š‘™ ƒ› ’‡‘’Ž‡ …‘‡ –‘ ›‘—” •‹–‡

Copyright © 2013. Diplomica Verlag. All rights reserved.

ƒ†™Š‡”‡–Š‡›Šƒ˜‡ˆ‘—†‹–ǡ‘”‹ˆ–Š‡›…ƒ‡–‘‹––Š”‘—‰Š ƒ…‡„‘‘ǡ™‹––‡”‡–…ǤŽŽ–Š‡ ‡…‡••ƒ”› –‘‘Ž• ˆ‘” ‡ƒ•—”‡‡– ƒ† ƒƒŽ›•‹• ƒ”‡ ‘—– –Š‡”‡ǡ „—–  Šƒ˜‡ ”ƒ”‡Ž› …‘‡ ƒ…”‘••ƒƒ‰‡…›–Šƒ–‹•”‡ƒŽŽ›‰‘‘†ƒ–‹–Ǥ‰ƒ‰‡‡–‹•Šƒ”†‡”–‘‡ƒ•—”‡Ǣ•ƒŽ‡•™‡ …ƒ‡ƒ•—”‡Ǥ‘‹–ǯ•‹’‘”–ƒ––‘–ƒ‡‘–‡‘ˆ™Š‡”‡‡‰ƒ‰‡‡–…‘‡•ˆ”‘ǤŠ‡„‡•–  ’”ƒ…–‹–‹‘‡”• ’Žƒ –Š‡‹” ‘„Œ‡…–‹˜‡• ƒ† †‡…‹†‡ ‘ –Š‡ ‡–Š‘†• ‘ˆ Š‘™ –‘ ‡ƒ•—”‡ –Š‡Ȃ–Š‡–‘‘Ž•ƒ”‡–Š‡”‡Ǥ —–ˆ‡‡Ž‹‰†‘‡•ǯ–™‘”Ǩ‘”‡’‡‘’Ž‡‡‡†–‘Ž‡ƒ”Š‘™–‘ —•‡–Š‡ƒ˜ƒ‹Žƒ„Ž‡–‘‘Ž•Ǥ

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

107

4. How is the industry going to solve this problem? †‘ǯ––Š‹‹–ǯ•‰‘‹‰–‘Šƒ’’‡Ǣ‹–ǯ•‘–‰‘‹‰–‘•‘Ž˜‡‹–ǤŠ‹•™‹ŽŽ…‘–‹—‡Ǥ†–Š‹• ”‡ˆŽ‡…–• –Š‡ ”‡’—–ƒ–‹‘ ‘ˆ –Š‡ ‹†—•–”› Ȃ ˆ‘” ‡šƒ’Ž‡ •‘‡ ƒ”‡ …Šƒ‰‹‰ –Š‡ ƒ‡ –‘ …‘—‹…ƒ–‹‘•ƒƒ‰‡‡–‡–…ǤŠ‹•ǮŽ‹…‡•‹‰ǯŠ‘™‡˜‡”†‘‡•ǯ–™‘”Ǥ‘ǡ™‡™ƒ––‘ …ƒŽŽ‘—”•‡Ž˜‡•’”‘ˆ‡••‹‘ƒŽ•ǡ„—–‹ˆ›‘—Ž‘‘ƒ–‘–Š‡”’”‘ˆ‡••‹‘•ǡ–Š‹•‹•‘–Š‹‰Ž‹‡ –Š‡Ǥ ˆ›‘—‰‡–ƒ‰”‘—’‘ˆ’‡‘’Ž‡‹‘‡”‘‘–Š‡›ƒ”‡‡˜‡”‰‘‹‰–‘ƒ‰”‡‡Ǥ 5. Does this change affect your personal life? Do you spend relatively more time “working”, e.g. monitoring social media and networking, in your free time now in comparison to let’s say 6 years ago? Š‘ǡ‹–Šƒ•ǯ–…Šƒ‰‡†ˆ‘”‡Ǣ ǯ˜‡ƒŽ™ƒ›•„‡‡‰‘‘†ƒ–•‡’ƒ”ƒ–‹‰›’‡”•‘ƒŽƒ† ’”‘ˆ‡••‹‘ƒŽŽ‹ˆ‡Ǥ ǯ™‘”‹‰ˆ‘”›•‡Žˆƒ†–Š‡™Š‘Ž‡’‘‹–‘ˆ‹–‹•‘–Šƒ˜‹‰–‘™‘” •‡˜‡†ƒ›•ƒ™‡‡ǡ•‘™Š‹Ž•– ƒ‘Ž‹‡‘•–‘ˆ–Š‡–‹‡‹›™‘”‹‰™‡‡ǡ ƒ‘– ‘•‘…‹ƒŽ‡†‹ƒŽ‘‰‡”–Šƒ ‡‡†–‘„‡Ǥ 6. Do you think there is a lack of knowledge and skills in social media among PR practitioners? What are the reasons for this? ƒ› ’‡‘’Ž‡ Œ—•– ‰‘ ‘—– –Š‡”‡ ƒ† •ƒ› Dz‘Š Ž‘‘ ǯ˜‡ ‰‘– ͳͷǡͲͲͲ ˆ‘ŽŽ‘™‡”•Ǩdz „—– ™Šƒ– ƒ––‡”•‹•Š‘™›‘—–”ƒ•Žƒ–‡–Š‹•‹–‘‹ˆŽ—‡…‡Ǥƒ›„—•‹‡••‘™‡”•Œ—•–†‘ǯ–‘™ –Š‡›ƒ”‡‘•‘…‹ƒŽ‡†‹ƒǤ†–Š‡›–Š‹‹–™‹ŽŽ•‘Ž˜‡ƒŽŽ‘ˆ–Š‡‹”’”‘„Ž‡•„—–‹– †‘‡•ǯ–Ǥ•ƒŽ™ƒ›•ǡ™Šƒ–™‘”•„‡•–‹•ƒ…‘„‹ƒ–‹‘‘ˆ‡–Š‘†•ƒ†›‘—Šƒ˜‡–‘‘™ ™Š››‘—ƒ”‡ƒ††‹‰‹–‹–‘–Šƒ–…‘„‹ƒ–‹‘Ǥ 7. What are your predictions for the future of the practice and what do you think would be the biggest challenges for the industry? ƒŽŽˆ‘—”‡†‹–‹‘•‘ˆŠ‡—„Ž‹…‡Žƒ–‹‘•ƒ†„‘‘•‹…‡ʹͲͲͳ Šƒ˜‡Šƒ†ƒ…Šƒ’–‡”‘

Copyright © 2013. Diplomica Verlag. All rights reserved.

–Š‡ ˆ—–—”‡ ‘ˆ Ǥ Šƒ–ǯ• ”‡ƒŽŽ› ‹–‡”‡•–‹‰ ‹• ™Šƒ–ǯ• …Šƒ‰‡† ƒ† ™Šƒ–ǯ• •–ƒ›‡† –Š‡ •ƒ‡Ǥ ‡ •–‹ŽŽ Šƒ˜‡ ”‡’—–ƒ–‹‘ ‹••—‡•ǡ ™‡ •–‹ŽŽ ƒ”‡ ‰‘‹‰ ‘ ƒ„‘—– ‡ƒ•—”‡‡– ƒ† ’‡‘’Ž‡ Šƒ˜‡ ˆ‹ƒŽŽ›Ǯ™‘‡ —’ǯ–‘ ‰Ž‘„ƒŽ‹•ƒ–‹‘Ǥ ‡™–‡…Š‘Ž‘‰›‹•ƒŽ™ƒ›•ƒ …ŠƒŽŽ‡‰‡ǡ „‡…ƒ—•‡–Š‡”‡ƒ”‡ƒŽ™ƒ›•‡™–Š‹‰•…‘‹‰ƒŽ‘‰ƒ†›‘—Šƒ˜‡–‘Ž‡ƒ”–‘—•‡–Š‘•‡ –‘‘Ž•…‘””‡…–Ž›Ǥ•‹‰Ž‡–‘‘Ž‹•‡˜‡”‰‘‹‰–‘„‡–Š‡‘Ž›ƒ•™‡”Ǥ –Š‹™Šƒ–ǯ•”‡ƒŽŽ› ‹–‡”‡•–‹‰‹•–Šƒ–ǡƒ•‡˜‹—””ƒ›Šƒ••ƒ‹†ǡ™‡ƒ”‡‘™‹ƒƒ‰‡‘ˆ”‡ˆ‡”‡…‡™Š‡”‡ ƒ—–Š‘”‹–›’Žƒ›•ƒ•ƒŽŽ‡””‘Ž‡ƒ†™‡ƒ”‡‘”‡Ž‹‡Ž›–‘–”—•–ƒǮ‘”ƒŽǯ’‡”•‘Ž‹‡—•Ǥ

108

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

‡ ƒ”‡ ”‡ˆ‡””‹‰ –‘ ‘–Š‡” ’‡‘’Ž‡ǡ ™‡ ƒ”‡ ‘– ‡…‡••ƒ”‹Ž› †‡ˆ‡””‹‰ –‘ ’‡‘’Ž‡ ™‹–Š ƒ—–Š‘”‹–›Ǥ† „‡Ž‹‡˜‡–Š‹•‹•™Šƒ–™‡™‹ŽŽŠƒ˜‡–‘†‡ƒŽ™‹–ŠǤ –ǯ•‘–Ž‹‡ƒ––Š‡–‹‡‘ˆ ˜› ‡‡ ™Š‡ ›‘— …‘—Ž† •‡† ›‘—” ’”‡•• ”‡Ž‡ƒ•‡ ƒ† ’‡‘’Ž‡ –Š‘—‰Š– DzŠ ™‡ŽŽǡ –Šƒ–ǯ• ”‡ƒ•‘ƒ„Ž‡–Š‡Ǥdz‡‘’Ž‡‘™ƒ”‡Dz‘ǡ‘ǡ™‡†‘ǯ–„‡Ž‹‡˜‡›‘—dzƒ†–Š‡›ƒ”‡Ž‡••Ž‹‡Ž› –‘ „‡Ž‹‡˜‡ ƒ „‹‰ …‘’ƒ› ‘™Ǥ Š‡ ‘”‡ †‹‰‹–ƒŽ …‘—‹…ƒ–‹‘ ™‡ Šƒ˜‡ǡ –Š‡ ‘”‡ ‹’‘”–ƒ– –Š‡ Š—ƒ …‘‡…–‹‘• ƒ”‡Ǥ  •‘…‹ƒŽ ‡†‹ƒ ›‘— Šƒ˜‡ ‰‘– –‘ Šƒ˜‡ ƒ ’‡”•‘ƒŽ‹–›ƒ†…‘—‹…ƒ–‡‹ƒ†‹ˆˆ‡”‡–™ƒ›Ǥ†‹ƒ‘–Š‡”ͳͲ›‡ƒ”•ǡ™‡ǯŽŽ•–‹ŽŽ„‡ –ƒŽ‹‰ƒ„‘—–”‡’—–ƒ–‹‘ǡ ǯ•—”‡Ǥ –‡”˜‹‡™͸ǣ Interview participant: Occupational role: Years in the industry: Educational background: Additional: Date of interview: Type of interview:

‹‡‘™†‡  Ƭ ‘—‹…ƒ–‹‘• ˆˆ‹…‡”ƒ– –Š‡Royal Society of Wildlife Trusts …ƒǤͷ

‘—”ƒŽ‹•ȋ‰‹’Ȍ

‡‘‰”ƒ’Š›ȋȌ ‹‰‹–ƒŽƒ–‹˜‡ ͳʹƒ”…ŠʹͲͳʹ ƒ‹Ž†—‡–‘‰‡‘‰”ƒ’Š‹…ƒŽ†‹•–ƒ…‡ƒ†–‹‡…‘•–”ƒ‹–•

1. How do you think the emergence of social media changed PR? Is it a positive or a negative impact and why? –Š‹•‘…‹ƒŽ‡†‹ƒŠƒ•ˆ‘”…‡†•–‘•‹–—’ƒ†–ƒ‡‘–‹…‡‘ˆ–Š‡†‹‰‹–ƒŽ™‘”Ž†ƒ†–Š‡ ‹’ƒ…–‘ˆ‹–•ƒ…–‹˜‹–‹‡•™‹–Š‹‹–ǤŠ‡‹†—•–”›‘™Šƒ•–‘„‡‡˜‡‘”‡”‡ƒ…–‹˜‡–Šƒ ‡˜‡”„‡ˆ‘”‡Ȃ„‡ˆ‘”‡•‡”˜‹…‡•Ž‹‡ƒ„ƒ†‡™••–‘”›ˆ‘”›‘—”…‘’ƒ›Ȁ…Ž‹‡–™‘—Ž†Š‹– –Š‡‡š–†ƒ›ǡ‰‹˜‹‰›‘—–‹‡–‘–Š‹ƒ„‘—–ƒƒ‰‹‰–Š‡•‹–—ƒ–‹‘ƒ†™Šƒ–›‘—™‡”‡ ‰‘‹‰–‘†‘–‘…‘„ƒ–‹–Ǥ‘™ǡƒ•–‘”›…ƒ„‡„‘–ŠŽ‹˜‡ƒ†˜‹”ƒŽ™‹–Š‹‹—–‡•ǡ…—––‹‰ †‘™–Š‡–‹‡‹™Š‹…Š›‘—ƒ”‡ƒ„Ž‡–‘ƒƒ‰‡–Š‡…”‹•‹•ǤŠ‹•…ƒǡ‘ˆ…‘—”•‡ǡ„‡ƒ‰‘‘†

Copyright © 2013. Diplomica Verlag. All rights reserved.

–Š‹‰–‘‘ƒ†•‘‡–Š‹‰–Šƒ–•…ƒ—•‡–‘–Š‡‹”ƒ†˜ƒ–ƒ‰‡‹ˆ–Š‡›ƒ”‡•ƒ˜˜›‹–Š‡‹” —•‡‘ˆ•‘…‹ƒŽ‡†‹ƒ–‘‘Ž•ǡ’ƒ”–‹…—Žƒ”Ž›™‹––‡”Ǥ‡‹‰ƒ…Š‹Ž†‘ˆ–Š‡†‹‰‹–ƒŽƒ‰‡ǡ –Š‹–Š‡ ‹…”‡ƒ•‹‰Ž›—•‡‘ˆ•‘…‹ƒŽ‡†‹ƒ‹•ƒ‰”‡ƒ––Š‹‰ƒ†‹••‘‡–Š‹‰–Šƒ–™‡…ƒ—•‡–‘‘—” ƒ†˜ƒ–ƒ‰‡ ‹ –‡”• ‘ˆ …‘—‹…ƒ–‹‰ ™‹–Š •–ƒ‡Š‘Ž†‡”• ƒ† •’”‡ƒ†‹‰ ‰‘‘† ‡™•Ǥ Š‡”‡ ƒ”‡ †‡ˆ‹‹–‡Ž› ‘”‡ …ŠƒŽŽ‡‰‡• ’”‡•‡–‡† „› ‹–• ‡‡”‰‡…‡ „—–  –Š‹ –Š‡  ‹†—•–”› •Š‘—Ž† ‡„”ƒ…‡ •‘…‹ƒŽ ‡†‹ƒ ƒ† —–‹Ž‹•‡ ‹– •–”ƒ–‡‰‹…ƒŽŽ› ƒ† …”‡ƒ–‹˜‡Ž› ”ƒ–Š‡” –Šƒˆ‡ƒ”‹–•‡š‹•–‡…‡Ǥ

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

109

2. What are the main differences between traditional PR and PR 2.0?  –Š‹ –Š‡ ‡› †‹ˆˆ‡”‡…‡ ‹• ’”‘„ƒ„Ž› –Š‡ ’ƒ…‡ ƒ– ™Š‹…Š –Š‹‰• ‘˜‡Ǥ  ƒ ™‘”Ž† ‘ˆ ‡™•’ƒ’‡”•ǡ ”ƒ†‹‘ ƒ† –‡Ž‡˜‹•‹‘ ›‘— Šƒ˜‡ ƒ ƒ™ˆ—Ž Ž‘– ‘”‡ –‹‡ ‘ –Š‡ „ƒŽŽǡ •‘ –‘ •’‡ƒǡ ƒ† Šƒ˜‡ –Š‡ ƒ„‹Ž‹–› –‘ ’Žƒ ‹ ƒ ‘”‡ •–”—…–—”‡† ˆƒ•Š‹‘ ƒ† •’‡† Ž‡•• –‹‡ „‡‹‰”‡ƒ…–‹˜‡ƒ•ƒ…‘•‡“—‡…‡Ǥ –Š‡†‹‰‹–ƒŽ™‘”Ž†ǡ–Š‹‰•‘˜‡˜‡”›ˆƒ•–Ǥ•–‘”›…ƒ „‡ ‘Ž‹‡ ™‹–Š‹ •‡…‘†• ƒ† –Šƒ– …ƒ ™‘” „‘–Š –‘ ›‘—” ƒ†˜ƒ–ƒ‰‡ ƒ† ’”‡•‡– ›‘— ™‹–Š…ŠƒŽŽ‡‰‡•‹ˆ–Š‹‰•ƒ”‡ǯ–‰‘‹‰“—‹–‡Š‘™›‘—Š‘’‡†Ǩ‡ƒ”‡ƒŽ•‘ƒ„Ž‡–‘”‡ƒ…Šƒ —…Š™‹†‡”ƒ—†‹‡…‡‘”‡‡ƒ•‹Ž›‘™–Šƒ‡˜‡”„‡ˆ‘”‡ǡ™Š‹…Š‹•‰”‡ƒ–Ǥ 3. What opportunities does social media provide? What are the advantages and disadvantages? Š‡‡ˆˆ‡…–‹˜‡‡••‘ˆ•‘…‹ƒŽ‡†‹ƒˆ‘”›‘—”„—•‹‡••”‡ƒŽŽ›†‡’‡†•‘™Šƒ–‹–‹•–Šƒ–›‘— †‘Ǥ ‘”‡šƒ’Ž‡ǡ ‹ › …ƒ”‡‡”  Šƒ˜‡ ™‘”‡† ˆ‘” ƒ ’”‘ˆ‡••‹‘ƒŽ •’‘”–•–‡ƒǡ ƒ…‘ŽŽ‡‰‡ ƒ†ƒ…Šƒ”‹–›ǡˆ‘”ƒŽŽ‘ˆ™Š‘•‘…‹ƒŽ‡†‹ƒ‹•ƒˆƒ–ƒ•–‹…–‘‘ŽǤ Šƒ˜‡„‡‡ƒ„Ž‡–‘‹–‡”ƒ…– ™‹–Šˆƒ•ǡ•–—†‡–•ƒ†•–ƒ‡Š‘Ž†‡”•™‹–Šƒ…ƒ•—ƒŽ‡ƒ•‡–Šƒ–›‘—…ƒǯ–‡…‡••ƒ”‹Ž›ˆ‘•–‡” –Š”‘—‰Š•‘‡‘”‡–”ƒ†‹–‹‘ƒŽ‡–Š‘†•Ǥ …ƒ…‘–ƒ…–’‡‘’Ž‡™‹–Š‘—”‡••ƒ‰‡•ƒ–ƒ› –‹‡ ‘ˆ †ƒ› ‘” ‹‰Š– ˆ”‘ ƒ›™Š‡”‡ ƒ† ”‡ƒŽŽ› „—‹Ž† ƒ ”‡Žƒ–‹‘•Š‹’ ™‹–Š –Š‡ ƒ†  –Š‹–Šƒ–’‡”•‘ƒŽ–‘—…Š‹•ƒ™‘†‡”ˆ—Ž•‹†‡‡ˆˆ‡…–‘ˆ•‘…‹ƒŽ‡†‹ƒȂ–Š‘—‰Š‹–…ƒ˜‡”› “—‹…Ž›–ƒ‡‘˜‡”›‘—”Ž‹ˆ‡Ǩ–ȋ‘›ƒŽ‘…‹‡–›‘ˆ‹Ž†Ž‹ˆ‡”—•–•Ȍǡ™‡ƒ”‡ƒ„Ž‡–‘ —–‹Ž‹•‡ƒ—„‡”‘ˆ†‹ˆˆ‡”‡–•‘…‹ƒŽ‡†‹ƒ’Žƒ–ˆ‘”•ȋ ƒ…‡„‘‘ǡ™‹––‡”ǡ‹–‡”‡•–ǡ Ž‹…” ƒ† ‘——„‡Ȍ ƒ• ™Šƒ– ™‡ †‘ ‹• •‘ ˜ƒ”‹‡† ƒ†  ƒ ƒ„Ž‡ –‘ ’”‘˜‹†‡ ‡ƒ…Š ‘ˆ –Š‘•‡ …Šƒ‡Ž•™‹–Š”‡Ž‡˜ƒ–…‘–‡–ƒ†”‡•—Ž–ƒ–Ž›’‡‘’Ž‡‹–‡”ƒ…–™‹–Š‹–Ǥ‘™‡˜‡”ǡƒŽ‘–‘ˆ „—•‹‡••‡•ƒ”‡ƒ‹‰–Š‡Ǯ‘‡•‹œ‡ˆ‹–•ƒŽŽǯ‹•–ƒ‡™‹–Š•‘…‹ƒŽ‡†‹ƒƒ†•‹‰‹‰—’–‘ ‡ƒ…Šƒ†‡˜‡”›’Žƒ–ˆ‘”„‡…ƒ—•‡‹–ǯ•™Šƒ––Š‡›–Š‹–Š‡›•Š‘—Ž†„‡†‘‹‰”ƒ–Š‡”–Šƒ –ƒ‹‰–Š‡–‹‡–‘…‘•‹†‡”™Šƒ–™‘—Ž†™‘”ˆ‘”–Š‡ƒ†–Š‡‹”„—•‹‡••ƒ†’—––Š‡‹” ‡ˆˆ‘”–•‹–‘–Šƒ–”ƒ–Š‡”–Šƒ–”›‹‰–‘ƒƒ‰‡ƒ—„‡”‘ˆ—•—‹–ƒ„Ž‡‡ˆˆ‘”–•Ǥ• Šƒ˜‡

Copyright © 2013. Diplomica Verlag. All rights reserved.

†‹•…—••‡†ƒ„‘˜‡ǡ•‘…‹ƒŽ‡†‹ƒ…ƒƒŽ•‘„‡ƒƒ„•‘Ž—–‡‹‰Š–ƒ”‡‹ˆ›‘—ƒ”‡‘–Š‡™”‘‰ ‡†‘ˆƒ…‘˜‡”•ƒ–‹‘Ǥ –ǯ•‰”‡ƒ––‘•’”‡ƒ†ƒ’‘•‹–‹˜‡‡••ƒ‰‡“—‹…Ž›ǡ„—–ƒ‡‰ƒ–‹˜‡‘‡ ™‹ŽŽ•’”‡ƒ†‡˜‡ˆƒ•–‡”ƒ‹‰‹–…ŠƒŽŽ‡‰‹‰–‘…‘’‡™‹–ŠǨ

110

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

4. How do you think the emergence of social media affected the Marketing Mix? –Š‹‹–Šƒ••‡”˜‡†–‘‡Šƒ…‡–Š‡ƒ”‡–‹‰‹šǤ•ƒ†ƒ”‡–‡”•‘™Šƒ˜‡‡˜‡ ‘”‡ –‘‘Ž• ƒ– –Š‡‹” †‹•’‘•ƒŽ –‘ ‰‡– –Š‡‹” ‡••ƒ‰‡ –‘ ’‘–‡–‹ƒŽ …—•–‘‡”• ƒ† –Šƒ– ‹• †‡ˆ‹‹–‡Ž› ƒ ‰‘‘† –Š‹‰ǡ ‹ › ‘’‹‹‘Ǥ  –Š‹ ‹– ƒŽ•‘ ƒŽŽ‘™• ˆ‘” ‘”‡ …”‡ƒ–‹˜‹–› ‹ ƒ”‡–‹‰ǡ™Š‹…Šƒ‰ƒ‹‹•‡š…‹–‹‰Ǥ 5. What are the main challenges of measuring PR and social media activities? What do you think is the most effective way of measuring them? Š‡ ‡› ‹••—‡ ‹• ‘ˆ …‘—”•‡ ’”‘˜‹‰ ‹–• ™‘”–ŠǤ Ž‹‡ –”ƒ†‹–‹‘ƒŽ ƒ”‡–‹‰ǡ ‹– ‹• ˜‡”› †‹ˆˆ‹…—Ž– –‘ ’”‘˜‡ –Šƒ– ›‘—” •‘…‹ƒŽ ‡†‹ƒ ƒ…–‹˜‹–› Šƒ• ƒ ƒ…–—ƒŽ …‘˜‡”•‹‘ ”ƒ–‡ ‹–‘ …—•–‘‡”•ǡ ‹–ǯ• Šƒ”† –‘ ’”‘˜‡   ™Š‹…Š Šƒ• ƒŽ™ƒ›• „‡‡ ™Šƒ– ƒƒ‰‡”• Ž‘‘ –‘ ƒ• ƒ ‡ƒ•—”‡‘ˆ‡ˆˆ‡…–‹˜‡‡••Ǥ ’‡”•‘ƒŽŽ›—•‡ƒ—„‡”‘ˆ–‘‘Ž•ǡ•—…Šƒ•Ž‘—–ƒ†–Š‡‹Ǧ „—‹Ž– ƒ…‡„‘‘‹•‹‰Š–•ǡ–‘‡ƒ•—”‡Š‘™‡ˆˆ‡…–‹˜‡‘—”•‘…‹ƒŽ‡†‹ƒƒ…–‹˜‹–›‹•‹–‡”•‘ˆ ‡‰ƒ‰‡‡–Ǥ ‘” ‡ǡ –Š‡ ƒ‹ ‹• –‘ ‰‡– ‘”‡ ƒ† ‘”‡ •–ƒ‡Š‘Ž†‡”• ‡‰ƒ‰‹‰ ™‹–Š —• –Š”‘—‰Š ‘—” •‘…‹ƒŽ ƒ…–‹˜‹–› ƒ† ‹…”‡ƒ•‡ ˆ‘ŽŽ‘™‡”•ȀŽ‹‡• –‘ ‹…”‡ƒ•‡ –Š‡ ”‡ƒ…Š ‘ˆ ‘—” …‘–‡–Ǥ‡ƒ”‡•Ž‹‰Š–Ž›†‹ˆˆ‡”‡–‹–Šƒ–™‡ƒ”‡‘–ƒ––‡’–‹‰–‘ƒ––”ƒ…–…—•–‘‡”•ǡ•‘ ‡‰ƒ‰‡‡–‹•‡›Ǥ 6. Can you please briefly describe a normal working day? What are your usual day-to-day activities; how much of them are combined with social media, e.g. how much time of your workday do you spend in blogs and social media networks etc? •  ™‘” ‘˜‡” –™‘ ’”‘Œ‡…–• ȋ‹ˆˆƒ™ƒ”† ƒ† ‘…ƒŽ ‘‘†Ȍǡ › –‹‡ ‹• —•—ƒŽŽ› †‹˜‹†‡† ˆƒ‹”Ž›‡˜‡Ž›„‡–™‡‡–Š‡Ǥ‘–Š”‡“—‹”‡–”ƒ†‹–‹‘ƒŽ•—’’‘”–‹–‡”•‘ˆ™”‹–‹‰ƒ† •‡†‹‰ ’”‡•• ”‡Ž‡ƒ•‡•ǡ ƒ’’”‘˜‹‰ ”‡Ž‡ƒ•‡• ˆ”‘ ’”‘Œ‡…–•ǡ †‡ƒŽ‹‰ ™‹–Š ‡“—‹”‹‡• ˆ”‘ ’”‘Œ‡…–• ƒ†Ȁ‘” ‡†‹ƒ ‘—–Ž‡–•ǡ —’†ƒ–‹‰ ™‡„•‹–‡• ƒ† •‘ ‘Ǥ  ƒŽ•‘ ƒƒ‰‡ –Š‡ •‘…‹ƒŽ

Copyright © 2013. Diplomica Verlag. All rights reserved.

‡†‹ƒƒ…–‹˜‹–›ˆ‘”„‘–Š’”‘Œ‡…–•ƒ†…Š‡…‘ƒŽŽ‘—”…Šƒ‡Ž•ƒ–Ž‡ƒ•–ͷ‘”͸–‹‡•ƒ†ƒ› ƒ• ™‡ŽŽ ƒ• ’‘•–‹‰ ”‡Ž‡˜ƒ– —’†ƒ–‡• –‘‘Ǥ Š‹• ‹• Ž‹‡† ‹–”‹•‹…ƒŽŽ› ™‹–Š ƒŽŽ –Š‡ ’”‡•• ƒ…–‹˜‹–›™‡‡‰ƒ‰‡‹ƒ•™‡ƒ”‡‡‡–‘•’”‡ƒ†–Š‡…‘˜‡”ƒ‰‡–Š”‘—‰Š–Š‡•‡…Šƒ‡Ž•ƒ• ’ƒ”– ‘ˆ ‘—” …‘–‡–Ǥ  ƒ ƒŽ•‘ ”‡•’‘•‹„Ž‡ ˆ‘” –Š‡ ‘”‰ƒ‹•ƒ–‹‘ ‘ˆ ƒ ƒ—ƒŽ ƒ™ƒ”†• …‡”‡‘› ˆ‘” ‘‡ ‘ˆ –Š‡ ’”‘Œ‡…–•ǡ ™Š‹…Š ‹• –ƒ‹‰ —’ ƒ ˆƒ‹” …Š— ‘ˆ › –‹‡ ƒ– –Š‡ ‘‡–Ǥ

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

111

7. Does this change affect your personal life? Do you spend relatively more time “working”, e.g. monitoring social media and networking, in your free time now in comparison to let’s say 6 years ago? • ƒ …Š‹Ž† ‘ˆ –Š‡ •‘…‹ƒŽ ‡†‹ƒ ƒ‰‡ǡ ǯ˜‡ ƒŽ™ƒ›• ‰‘– › ‹Š‘‡ –‘ Šƒ† –‘ …Š‡… › ’‡”•‘ƒŽ •‘…‹ƒŽ ‡†‹ƒ …Šƒ‡Ž•ǡ ™Š‹…Š ƒ”‡ Ž‹‡† –‘ › ™‘” ‘‡• –‘‘Ǥ ‡”•‘ƒŽŽ›ǡ  †‘ǯ–ˆ‹†‹–‹–”—•‹˜‡ƒ• ”‡ƒŽŽ›‡Œ‘›–Š‡•‘…‹ƒŽ‡†‹ƒ•‹†‡‘ˆ›Œ‘„„—–‹–‹•†‡ˆ‹‹–‡Ž› ƒ…‘•–ƒ–’”‡•‡…‡Ǩ 8. Do you think there is a lack of knowledge and skills in social media among PR practitioners? What are the reasons for this? –Š‹–Šƒ–‹•’”‘„ƒ„Ž›ˆƒ‹”ǡ„—–•‘…‹ƒŽ‡†‹ƒ‹••–‹ŽŽˆƒ‹”Ž›‡™–‘ƒŽ‘–‘ˆ’‡‘’Ž‡Ǥ ƒ ›‘—‰ƒ†Šƒ˜‡„‡‡„”‘—‰Š–—’—•‹‰ƒ…‘’—–‡”ƒ†•ƒ”–’Š‘‡••‘ †‘ǯ–•–”—‰‰Ž‡ ™‹–Š –Š‡ —•‡ ‘ˆ •‘…‹ƒŽ ‡†‹ƒǤ —– •‘‡ ‘ˆ › ‘Ž†‡” …‘ŽŽ‡ƒ‰—‡• ™Š‘ Šƒ˜‡ ‘– „‡‡ •—””‘—†‡†„›•‘…‹ƒŽ‡†‹ƒ†‘•–”—‰‰Ž‡ƒŽ‹––Ž‡‘”‡™‹–Š‹–Ǥ‡ƒ”‡ǡƒ•ƒ‹†—•–”›ǡ•–‹ŽŽ †‹•…‘˜‡”‹‰™Šƒ–™‘”•ƒ†™Šƒ–†‘‡•ǯ–•‘‹–™‘—Ž†„‡ƒ‹˜‡–‘ƒ••—‡–Šƒ–™‡‡™ ƒŽŽ–Š‡ ƒ•™‡”•ƒ†™‡”‡†‘‹‰‡˜‡”›–Š‹‰ƒ•™‡ŽŽƒ•™‡…‘—Ž†ƒ• ƒ•—”‡–Š‡”‡ƒ”‡ ƒ›‘”‡‹–‡”‡•–‹‰–Š‡‘”‹‡•ƒ†–ƒ…–‹…•–‘…‘‡Ǩ 9. What are your predictions for the future of the practice and what do you think would be the biggest challenges for the industry?  –Š‹ •‘…‹ƒŽ ‡†‹ƒ ™‹ŽŽ …‘–‹—‡ –‘ Ž‹‡ ™‹–Š‹ –Š‡  ƒ† ƒ”‡–‹‰ ‹š „—–  †‘ǯ– –Š‹‹–™‹ŽŽ„‡–‘–Š‡†‡–”‹‡–‘ˆȂ‘”™‹ŽŽ‡˜‡”‡’Žƒ…‡Ȃ‘”‡–”ƒ†‹–‹‘ƒŽƒ”‡–‹‰ ‡–Š‘†•Ǥ – ™‹ŽŽ „‡…‘‡ Œ—•– ƒ‘–Š‡” –‘‘Ž –Šƒ– ™‡ —•‡ –‘ Š‡Ž’ •’”‡ƒ† ƒ ‡••ƒ‰‡ǡ •‘‡–Š‹‰–Šƒ–‹••‡…‘†ƒ–—”‡Ǥ  

Copyright © 2013. Diplomica Verlag. All rights reserved.





112

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

–‡”˜‹‡™͹ǣ Interview participant: Occupational role: Years in the industry: Educational background:

Additional: Date of interview: Type of interview: 

Š‡ŽŽ‡› Ž‡–…Š‡” –”ƒ–‡‰‹…Ƭƒ”‡–‹‰‘•—Ž–ƒ–ƒ†—•‹‡••™‡”ƒ– ‹”‡‰”ƒ••‘—‹…ƒ–‹‘• …ƒǤͷǦͳͲ ‘…‹ƒŽ…‹‡…‡•ȋ‡”–‹ˆ‹…ƒ–‡Ȍ ƒ”‡–‹‰ȋ”‘ˆ‡••‹‘ƒŽ‡”–‹ˆ‹…ƒ–‡„›–Š‡ Ȍ —•‹‡••–—†‹‡•ȋ‡”–‹ˆ‹…ƒ–‡Ȍ ‡˜‘ Ƭ ‘”™ƒŽŽ ‡‰‹‘ƒŽ ‘Ǧ‘”†‹ƒ–‘” ƒ† ‘‹––‡‡ ‡„‡”ƒ––Š‡ - West of England ͳ͹ƒ”…ŠʹͲͳʹ ƒ‹Ž†—‡–‘‰‡‘‰”ƒ’Š‹…ƒŽ†‹•–ƒ…‡ƒ†–‹‡…‘•–”ƒ‹–•

1. How do you think the emergence of social media changed PR? Is it a positive or a negative impact and why? – ‹• „‘–Š ’‘•‹–‹˜‡ ƒ† ‡‰ƒ–‹˜‡Ǣ ‹– ’”‘˜‹†‡• ‘’’‘”–—‹–‹‡• –‘ ”‡ƒ…Š ƒ† ‡‰ƒ‰‡ ™‹–Š ƒ „”‘ƒ†‡” ƒ”‡– ƒ† …‘—‹…ƒ–‡ ‘”‡ ‡ˆˆ‡…–‹˜‡Ž› ™‹–Š „‘–Š ›‘—” …—•–‘‡”• ƒ† –Š‡ ‡†‹ƒǡŠ‘™‡˜‡”ǡ–Š‡ƒ˜ƒ‹Žƒ„‹Ž‹–›‘ˆ•‘…‹ƒŽ‡†‹ƒ…Šƒ‡Ž•‡ƒ•–Šƒ–‡˜‡”›‘‡…ƒ‘™ „‡ƒ’—„Ž‹•Š‡”ǡ‡†‹–‘”ƒ†Œ‘—”ƒŽ‹•–Ǥ –Š‡‘‡Šƒ†–Š‹•‹•‰‘‘†ƒ•‹–‰‹˜‡…‘–”‘Ž–‘‹†‹˜‹†—ƒŽ•–‘•Šƒ”‡…‘–‡–ǡŠ‘™‡˜‡” ‹–ƒŽ•‘‡ƒ•–Šƒ–‘–‡˜‡”›–Š‹‰›‘—”‡ƒ†Šƒ•„‡‡‡ˆˆ‡…–‹˜‡Ž›”‡•‡ƒ”…Š‡†ƒ†•–‘”‹‡•Ȁ „Ž‘‰• ‡–… ƒ”‡ ‘ Ž‘‰‡” ƒŽ™ƒ›• ‹’ƒ”–‹ƒŽǤ  – ƒŽ•‘ ‡ƒ• –Šƒ– –Š‡”‡ ƒ”‡ ‘™ ‘”‡ ‹ƒ……—”ƒ…‹‡•Ȃ–Š‹„ƒ…–‘’Žƒ›‹‰Š‹‡•‡Š‹•’‡”•ǡ‘ƒ––‡”Š‘™Šƒ”†›‘—–”›ǡ‹–‹• ˜‡”› †‹ˆˆ‹…—Ž– –‘ ‡•—”‡ ƒ ‡••ƒ‰‡ ”‡ƒ‹• ͳͲͲΨ ƒ……—”ƒ–‡ ™Š‡ ‹– ‹• ’ƒ••‡† –Š‘—‰Š ƒ›’‡‘’Ž‡ƒ†…Šƒ‡Ž•Ǥ •’”‘ˆ‡••‹‘ƒŽ•™‡Šƒ˜‡–‘ƒ†ƒ’–‘—”„‡Šƒ˜‹‘”ƒ†ƒ’’”‘ƒ…Š–‘ƒ‡–Š‡‘•–‘ˆ –Š‡‡™‡†‹ƒ…Šƒ‡Ž•ƒ†ˆ‹†™ƒ›•–‘ƒƒ‰‡‘—”…Ž‹‡–•ǯ‡••ƒ‰‡•ƒ†”‡’—–ƒ–‹‘• Copyright © 2013. Diplomica Verlag. All rights reserved.

‘Ž‹‡ƒ•™‡ŽŽƒ•‹–Š‡–”ƒ†‹–‹‘ƒŽ‡†‹ƒǤ ›‘’‹‹‘„‘–ŠŠƒ˜‡–‘™‘”Šƒ†‹Šƒ† ƒ†ƒ‰‘‘†•–”ƒ–‡‰›—•–‹…Ž—†‡‘Ž‹‡ƒ†–”ƒ†‹–‹‘ƒŽ–ƒ…–‹…•Ǥ 2. What are the main differences between traditional PR and PR 2.0? ‡ —•‡† –‘ –ƒŽ ƒ– ’‡‘’Ž‡ǡ –‡ŽŽ ‘—” •–‘”‹‡• –Š‡ ™ƒ› ™‡ ™ƒ–‡† –Š‡ –‘ „‡ –‘Ž† ƒ† ‡ˆˆ‡…–‹˜‡Ž›Œ—•–’—•Š‘—”‡••ƒ‰‡•‘—–Ǥ –Š‡‡‡”‰‹‰™‘”Ž†‘ˆʹǤͲ‹–‹•‘™ƒ„‘—– …‘—‹…ƒ–‹‘ǡ ‡‰ƒ‰‡‡– ƒ† Ž‹•–‡‹‰Ǥ  —” ‡••ƒ‰‡• ƒ† –Š‡ ™ƒ› ‹ ™Š‹…Š ™‡

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

113

…‘—‹…ƒ–‡‘—”‡••ƒ‰‡•Šƒ˜‡‘™…Šƒ‰‡†ƒ†™‡‘™‡‡†–‘Ž‘‘‘”‡…Ž‘•‡Ž›ƒ– Š‘™ ‘—” …—•–‘‡”• ™‹•Š –‘ ”‡…‡‹˜‡ ‡••ƒ‰‡•ǡ –Š‹• …‘—Ž† „‡ „› ”‡ƒ†‹‰ •–‘”‹‡• ‹ ƒ ƒ‰ƒœ‹‡ ‘” ‡™•’ƒ’‡”ǡ ‘” ‹– …‘—Ž† „‡ ‘Ž‹‡ –Š”‘—‰Š ƒ…‡„‘‘ ƒ† ‘–Š‡” •‘…‹ƒŽ ‡–™‘”‹‰’Žƒ–ˆ‘”•Ǥ …‡ƒ•–‘”›‹•’—„Ž‹•Š‡†‘Ž‹‡‹–‘™’”‡•‡–•ƒ‘’’‘”–—‹–›ƒ†ˆ‘”—ˆ‘”†‡„ƒ–‡Ǥ ‘–‡– …ƒ „‡ ‡ƒ•‹Ž› •Šƒ”‡†ǡ ’”‘‘–‡† ˆ—”–Š‡”ǡ „—– ‹– …ƒ ƒŽ•‘ …”‡ƒ–‡ ƒ ’Žƒ–ˆ‘” ˆ‘” †‡„ƒ–‡ ˆ”‘ –Š‡ ’—„Ž‹… ƒ† ‘–Š‡” ‹–‡”‡•–‡† ’ƒ”–‹‡•ǡ •‘‡–Š‹‰ –Šƒ– ‡‡†• –‘ „‡ ‘‹–‘”‡†„›•Ǥ Š‡ ƒ‹†‹ˆˆ‡”‡…‡‹•–Š‡‹‡†‹ƒ…›‘ˆ ’—„Ž‹•Š‡†…‘–‡–Ǥ‹•–‘”‹…ƒŽŽ› ƒ•–‘”›…‘—Ž† „”‡ƒǡ„—–ƒ›–ƒ‡ƒˆ‡™Š‘—”•–‘ƒ‡‘””ƒ†‹‘ǡ†‡’‡†‹‰‘–Š‡•–‘”›ǡ‘™ǡ™‹–Š ‘•– ’‡‘’Ž‡ ‘™‹‰ •ƒ”– ’Š‘‡• ƒ† —•‹‰ •‘…‹ƒŽ ‡–™‘”‹‰ •‹–‡•ǡ ƒ •–‘”› …ƒ „‡ ’—„Ž‹•Š‡†™‹–Š‹‹—–‡•‘ˆ‹–Šƒ’’‡‹‰ǡŒ—•–Ž‘‘ƒ––Š‡—†•‘‹˜‡”ƒ‡”‘’Žƒ‡ƒ† –Š‡ͷ…”ƒ•ŠǤŠ‡ˆ‹”•–’‹…–—”‡•ƒ†ˆ‘‘–ƒ‰‡™‡”‡ˆ”‘’‡‘’Ž‡‹–Š‡‹†•–‘ˆ–Š‡•–‘”›ǡ ‘–Œ‘—”ƒŽ‹•–•Ǥ 3. What opportunities does social media provide? What are the advantages and disadvantages? –’”‘˜‹†‡†–Š‡‘’’‘”–—‹–›–‘–ƒ‹Ž‘”›‘—”‡••ƒ‰‡–‘›‘—”ƒ”‡–ǡ‡‰ƒ‰‡™‹–Š–Š‡ǡ „—‹Ž†”‡Žƒ–‹‘•Š‹’ƒ†„—‹Ž†…—•–‘‡”ƒ†„”ƒ†Ž‘›ƒŽ–›‘”‡‡ˆˆ‡…–‹˜‡Ž›Ǥ –’”‘˜‹†‡•–Š‡‘’’‘”–—‹–›–‘„‡–‹‡Ž›ǡ”‡ƒ…–‹˜‡ƒ†’”‘ƒ…–‹˜‡Ǥ  – ’”‘˜‹†‡• ‘’’‘”–—‹–› –‘ ƒ†† …‘‡– ƒ† –ƒ‡ ƒ Ž‘…ƒŽ •–‘”› –‘ ƒ ƒ–‹‘ƒŽ ƒ—†‹‡…‡ ƒ†’Žƒ–ˆ‘”Ǥ

Copyright © 2013. Diplomica Verlag. All rights reserved.

•™‹–Š‘•––Š‹‰•ǡ–Š‡…Ž—‡‹•‹–Š‡ƒ‡ȂǮ•‘…‹ƒŽǯ‡–™‘”‹‰Ȃ‹–ǯ•ƒŽŽƒ„‘—–„‡‹‰ •‘…‹ƒŽƒ†‡‰ƒ‰‹‰ǡ‘–Œ—•––”›‹‰–‘•‡ŽŽ’”‘†—…–•ƒ†•‡”˜‹…‡•Ǥ –†‘‡•”‡“—‹”‡‘‹–‘”‹‰ƒ†‡ˆˆ‡…–‹˜‡ƒƒ‰‡‡–Ǥ –‹•‘–ƒ‘’’‘”–—‹–›ˆ‘”•–ƒˆˆ –‘•’‡†ƒŽŽ†ƒ›‘ ƒ…‡„‘‘Ȃ‹–‡‡†•–‘„‡ƒƒ‰‡†•–”ƒ–‡‰‹…ƒŽŽ›ǡŒ—•––Š‡•ƒ‡ƒ•‹ˆ ›‘— ™‡”‡ †‡…‹†‹‰ ™Š‡”‡ –‘ ’Žƒ…‡ ƒ†˜‡”–‹•‹‰ ƒ† ‘‹–‘”‹‰ …‘˜‡”•‹‘ ”ƒ–‡• ‘ˆ …ƒ’ƒ‹‰•ƒ†•’‡…‹ˆ‹…ƒ…–‹˜‹–›Ǥ

114

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

4. How do you think the emergence of social media affected the Marketing Mix? –‹•‘™ƒ…‘”‡…‘’‘‡–ƒ†ƒ›‡Ž‡‡–‘ˆ–Š‡‘˜‡”ƒŽŽƒ”‡–‹‰•–”ƒ–‡‰›—•–‘™ ‹…Ž—†‡ •‘…‹ƒŽ ƒ† †‹‰‹–ƒŽ ‡†‹ƒǤ  › ‘’‹‹‘ǡ ‘ …‘’ƒ› …ƒ •—……‡••ˆ—ŽŽ› ƒ”‡– –Š‡•‡Ž˜‡• ™‹–Š‘—– ƒ†‘’–‹‰ •‘‡ ‘Ž‹‡ –ƒ…–‹…•ǡ „‡ –Šƒ– ‡…‘‡”…‡ǡ •‘…‹ƒŽ ‡–™‘”‹‰ǡ„Ž‘‰‰‹‰ƒ†–ƒ”‰‡–‹‰‘Ž‹‡‡†‹ƒƒ†„Ž‘‰‰‡”•Ǥˆ…‘—”•‡‹–†‡’‡†•‘ –Š‡’”‘†—…–•ǡ•‡”˜‹…‡•ƒ†…—•–‘‡”•ǡ„—– †‘‘–„‡Ž‹‡˜‡–Šƒ–ƒ›„—•‹‡••…ƒ‹‰‘”‡ –Š‡‘’’‘”–—‹–‹‡•–Š‡‘Ž‹‡’”‡•‡–•Ǥ 5. What are the main challenges of measuring PR and social media activities? What do you think is the most effective way of measuring them? „‡Ž‹‡˜‡–Šƒ–‡˜‡”›–Š‹‰‡‡†•–‘„‡‡ƒ•—”‡†ƒ‰ƒ‹•–ƒ‰”‡‡†‘„Œ‡…–‹˜‡•Ǣ–Š‹•ƒ›„‡ ‹…”‡ƒ•‡† ™‡„•‹–‡ Š‹–• ˆ”‘ •‘…‹ƒŽ •‹–‡•ǡ —•‡ ‘ˆ ƒ ‘ˆˆ‡” …‘†‡ ‘” ‹…”‡ƒ•‡† „”ƒ† ƒ™ƒ”‡‡••Ǥ —– —Ž–‹ƒ–‡Ž›ǡ ƒ› ƒ…–‹˜‹–› •Š‘—Ž† „‡ ‡ƒ•—”‡† ‹ –‡”• ‘ˆ ‹…”‡ƒ•‡† ’”‘ˆ‹–•Ǥ ˆ–Š‡ƒ…–‹˜‹–›‹•™‘”‹‰ǡƒ†–Š‡‘„Œ‡…–‹˜‡‹•‹…”‡ƒ•‡†•ƒŽ‡•ǡ–Š‡•ƒŽ‡••Š‘—Ž† ‹…”‡ƒ•‡Ǥ – ‹• †‹ˆˆ‹…—Ž– –‘ ‡ƒ•—”‡ ˜ƒŽ—‡ ‹ –‡”• ‘ˆ  Ȁ ǡ „—– ’‡”•‘ƒŽŽ›  †‘ ‘– „‡Ž‹‡˜‡  ƒ†  ƒ”‡ ƒ ˆƒ‹” ”‡ˆŽ‡…–‹‘ ‘” ‡ƒ•—”‡‡– –ƒ…–‹…Ǥ ƒ˜‹‰ ™‘”‡† …Ž‹‡– •‹†‡ ›•‡Žˆǡ–Š‡˜ƒŽ—‡‘ˆ‡†‹–‘”‹ƒŽ‹–‡”•‘ˆ™Šƒ–ƒƒ†˜‡”–™‘—Ž†Šƒ˜‡…‘•–‡†‘‡•‘– Š‡Ž’‡‹…”‡ƒ•‡›„‘––‘Ž‹‡ǡ„—–‹…”‡ƒ•‡†•ƒŽ‡•™‹ŽŽǤŽŽƒ…–‹˜‹–›ǡ‘–Œ—•–•‘…‹ƒŽ ‡†‹ƒǡ•Š‘—Ž†ǡ‹›‘’‹‹‘„‡†‡•‹‰‡†–‘‹…”‡ƒ•‡•ƒŽ‡•ƒ†–Š‡”‡ˆ‘”‡„‡‡ƒ•—”‡† ƒ……‘”†‹‰Ž›Ǥ 6. Can you please briefly describe a normal working day? What are your usual day-to-day activities; how much of them are combined with social media, e.g. how much time of your workday do you spend in blogs and social media

Copyright © 2013. Diplomica Verlag. All rights reserved.

networks etc? •

Š‡…‹‰‡ƒ‹Ž

•

Š‡…‹‰Œ‘—”ƒŽ‹•–ƒŽ‡”–•‹‡ƒ‹Ž•

•

‡˜‹‡™‹‰‘‘–•—‹–‡•‡ƒ”…Š‡•ˆ‘”‡›•‡ƒ”…Š–‡”•–Šƒ–”‡Žƒ–‡–‘…Ž‹‡–•

•

ƒ”‰‡–‹‰ „Ž‘‰‰‡”• ƒ† ˆ”‡‡Žƒ…‡ ™”‹–‡”•ǡ ‡šƒ…–Ž› ƒ•  ™‘—Ž† ™‹–Š ’”‹– ƒ† „”‘ƒ†…ƒ•––ƒ”‰‡–•

•

‡˜‹‡™‹‰–Š‡Ž‘…ƒŽ†ƒ‹Ž›’ƒ’‡”ƒ†™‡‡Ž›’ƒ’‡”•

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

115

•

Š‡…‹‰ ‘‘‰Ž‡ƒŽ‡”–•–Šƒ–Šƒ˜‡„‡‡•‡–—’ˆ‘”ƒŽŽ…Ž‹‡–•ƒ†‡›’Š”ƒ•‡•

•

‡˜‹‡™‹‰ Žƒ–‡•– „”‡ƒ‹‰ ‡™• ƒ† ‹†—•–”› •–‘”‹‡• –‘ ‹†‡–‹ˆ› ‘’’‘”–—‹–‹‡• ˆ‘” …Ž‹‡–…‘‡–•

•

‡˜‹‡™‹‰Žƒ–‡•–ƒ—†‹‘ƒ†˜‹•—ƒŽ…‘–‡––‘‹†‡–‹ˆ›‘’’‘”–—‹–‹‡•ˆ‘”…Ž‹‡–•

•

Šƒ”‹‰”‡Ž‡˜ƒ–…‘–‡–‘Ž‹‡

•

••—‹‰‡†‹ƒ”‡Ž‡ƒ•‡–‘–ƒ”‰‡–Œ‘—”‘•ȋ–”ƒ†‹–‹‘ƒŽƒ††‹‰‹–ƒŽȌ

•

‰ƒ‰‹‰†‹”‡…–Ž›™‹–Š‡›Œ‘—”‘•‡‹–Š‡”˜‹ƒ‡ƒ‹Žǡ’Š‘‡‘”™‹––‡”

•

Š‡…‹‰͓Œ‘—”‘”‡“—‡•–•ˆ‘”ƒ›‘’’‘”–—‹–‹‡•

7. Does this change affect your personal life? Do you spend relatively more time “working”, e.g. monitoring social media and networking, in your free time now in comparison to let’s say 6 years ago? †‘‘‹–‘”•‘…‹ƒŽ‡†‹ƒǡ–Š‡‡™•ƒ†‡ƒ‹Ž•ƒŽ‘–ǡ„—––Š‡‘Ž›†‹ˆˆ‡”‡…‡–‘†ƒ›–‘•ƒ› •‹š›‡ƒ”•ƒ‰‘ǡ‹•–Šƒ––Š‡”‡ƒ”‡‘”‡’Žƒ–ˆ‘”•–‘‘‹–‘”Ǥ Šƒ˜‡ƒŽ™ƒ›•„‡‡ƒ™ƒ”‡‘ˆ ‡™• ƒ† ’‘–‡–‹ƒŽ ‘’’‘”–—‹–‹‡• ˆ‘” › …Ž‹‡–•ǡ ™Š‡–Š‡” –Šƒ– „‡ ͳͳƒ ‘ ƒ ‘†ƒ› ‘”‹‰‘”͵’‘ƒ—†ƒ›ƒˆ–‡”‘‘ǡ–Šƒ–ǯ•›Œ‘„Ǥ ‡…Š‘Ž‘‰›‘™Šƒ•ƒ…–—ƒŽŽ›ƒ†‡–Š‹•‡ƒ•‹‡”Ǣ ‘™Šƒ˜‡ƒŽ‡”–•ƒ†‡›•‡ƒ”…Š‡••‡– —’ ™Š‹…Š ‡ƒ  …ƒ ‘”‡ ‡ƒ•‹Ž› Ǯ…—– –Š”‘—‰Š –Š‡ ‘‹•‡ǯ ƒ† ”‡ƒ…– “—‹…Ž› –‘ ‘’’‘”–—‹–‹‡•Ǥ ƒƒŽ™ƒ›•Ž‘‘‹‰ˆ‘”‘’’‘”–—‹–‹‡•ˆ‘”›…Ž‹‡–•ƒ†ǡƒ•™‡Ž‹˜‡‹ƒ –‹‡‘ˆʹͶŠ‘—”‡™•ǡ‘’’‘”–—‹–‹‡•†‘ǯ–ƒŽ™ƒ›•Šƒ’’‡‘†ƒ›–‘ ”‹†ƒ›ǡͻ–‘ͷǨ 8. What are your predictions for the future of the practice and what do you think would be the biggest challenges for the industry? ‡”› †‹ˆˆ‹…—Ž– –‘ •ƒ›Ǥ  ‘…‹ƒŽ ™‹ŽŽ …‘–‹—‡ –‘ „‡ ‹’‘”–ƒ–ǡ „—–  †‘ǯ– „‡Ž‹‡˜‡ –Šƒ– –”ƒ†‹–‹‘ƒŽ ™‹ŽŽ …‡ƒ•‡Ǥ Š‡”‡ ™‹ŽŽ ƒŽ™ƒ›• „‡ ƒ ‡‡† ˆ‘” ƒ……—”ƒ–‡ ƒ† ’”‘ˆ‡••‹‘ƒŽ

Copyright © 2013. Diplomica Verlag. All rights reserved.

Œ‘—”ƒŽ‹•ƒ†™Š‡–Š‡”–Šƒ–ǯ•‹’”‹–ǡ„”‘ƒ†…ƒ•–‘”‘Ž‹‡ǡ‹–™‹ŽŽƒŽ™ƒ›•„‡‹’‘”–ƒ–Ǥ ƒ•—”‡‘”‡•‘…‹ƒŽ•‹–‡•™‹ŽŽ‡‡”‰‡ƒ† ’”‡†‹…––Šƒ–™‹ŽŽŠƒ˜‡–‘„‡…‘‡‡˜‡ ‘”‡–ƒ”‰‡–‡†ˆ‘”•’‡…‹ˆ‹…‡†‹—•ƒ†™‹–Š–ƒ‹Ž‘”‡†‡••ƒ‰‡•Ǥ –Š‹™‡™‹ŽŽˆ‹†‡˜‡‘”‡™ƒ›•–‘‡‰ƒ‰‡™‹–Š‘—”…—•–‘‡”•ƒ†’—„Ž‹…•ƒ†ƒ› ‡˜‡ ˆ‹† …‘’ƒ‹‡• ƒ† ’”‘†—…–• „‡‹‰ †‡˜‡Ž‘’‡† ƒ• ƒ †‹”‡…– ”‡•—Ž– ‘ˆ …—•–‘‡” ‡‰ƒ‰‡‡–ǡ…‘•—Ž–ƒ–‹‘ƒ††‡ƒ†Ǥ  116

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,

If you are interessted in publishing your study please contact us: [email protected]

Anchor Academic Publishing

Copyright © 2013. Diplomica Verlag. All rights reserved.

disseminate knowledge

Stareva, Iliyana. Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR : The Emergence of Social Media as a Change Driver for PR,