Article Review | Social Media Use By Public Relations Practitioners In Malaysia
Social Media Use By Public Relations Practitioners In Malaysia: an exploratory study
In thus article there has been a detailed study of the use of the social media by the practitioners in the area of Public Relations (PR) in Malaysia. In this article, it has been established that the PR agencies use the social media for communicating details about the organizations. In the words of Gabriel and Koh (2016), as per traditional studies, it has been established that the practitioners in Singapore and Malaysia were not very keen to use the social media as it meant lack of human connection. Thus, in order to reflect on the current situation of the use of social media by the P practitioners, an online survey on 26 practitioners had been conducted that had showed that about 84.6% of the practitioners are now actively using the social media for communicating the mission, vision and the value statements of their organizations. It has also been found through this study that most of the PR practitioners use the social networking sites for making announcements and updates (Gabriel and Koh,2016). Furthermore, Gabriel and Koh (2016) have added that through the study in the article it has also been established that through the PR activities on the social media sits, organizations are able to increase their awareness, popularity and sales.
In this article, contrary views on the use of social media as PR tool have also been reflected upon in this article. It has also been opined by various PR who had taken part in the survey that social media platforms may be useful for disseminating of information in a faster manner yet it cannot be considered to be the only PR tool for organizations. If the content and promotion strategies are not attractive then this PR tool would lose ........
In this article, contrary views on the use of social media as PR tool have also been reflected upon in this article. It has also been opined by various PR who had taken part in the survey that social media platforms may be useful for disseminating of information in a faster manner yet it cannot be considered to be the only PR tool for organizations. If the content and promotion strategies are not attractive then this PR tool would lose its PR objectives (Gabriel and Koh, 2016). Thus, on the basis of the study that had been conducted in this article, it can be opined that in order to meet the PR objectives effectively, traditional as well as social media platforms need to be combined so that audience engagement can be increased. Thus, form this study, it can be asserted that this article has been useful for increasing the understanding of the use of the social media by PR agents and it has also helped to refute the previous assumptions that in Malaysia, the PR practitioners have been hesitant of using the social media fearing loss of human interactionsGabriel and Koh (2016). From the study, it can also be added that as Malaysia has been moving from government dominated professions to a country with strong presence of private sectors, the PR agents are now moving towards use of non-traditional methods of reaching and engaging the audience and thus there is increasing use of social media platforms as PR tools. Due to the increasing racial mix and rising modernization in Malaysia, the new ways of media communication have altered the way in which relationships are being altered by the PR agency (Gabriel and Koh, 2016). It has also been established that the use of the social media platforms by the PR as promotion tools has been developed by the strategic publics in the country.
The Business use of Twitter by Australian Listed Companies
In this article “The Journal of Developing Areas”, by Xiong and MacKenzie (2015), impact of social media platform to make effective relationship between customers and organization has been highlighted. Global corporation communication with the online partnership related activity has been conducted by the organization through the help of twitter. Twitter has been considered as one of the most effective medium to make effective relationship between customers and the organization. According to the article, innovative use of technology in the business has helpful attribute to deal with the economic growth, business stimulation and global corporate business competition. According to this article, some business objective of the organization is fulfilled through the online technology like twitter (Xiongand MacKenzie, 2015). Apart from this, it can be said that communication process can even be conducted by the organization through the help of this communication process. This online framework has effective process in the business market in order to deal with the growth and development of the organization (Xiongand MacKenzie, 2015). Australian firm has adopted business use of Twitter as the innovative process of attracting large share of the customers in the business market. As per the article,articipating in the business through the Twitter has helpful attribute that are followed most of the organizations of Australia. Relation between other organizations as well as with the customers can be managed through this process of business management technology (Xiongand MacKenzie, 2015).
This research has performed the analysis in the Australian context with the use of Twitter among top 100 Australian companies listed under ASX. The article has developed the analysis based on the representation of 11 different business communication process with a thematic template approach based on initial pilot study (Xiongand MacKenzie, 2015). As per the article, in the faster growing business market, use of internet is the most significant part. Identification of Twitter adaptation in the business firm is the pioneer of corporate world. The results have shown, Twitter has effectively shifted business manner of the organization in order to deal with higher level of productivity and profitability purpose (Xiongand MacKenzie, 2015). Business management related imitative of the organization can be managed through the use of use of internet where variety of the business discipline is very important for the management of the organization. Business management related integrity can be measured through the application of different type of social media platform. Innovation process is even managed through the application of different online technology. The conceptual framework of business communication is even more effective in the course of applying different social media account(Xiongand MacKenzie, 2015). Moreover, the article has mentioned thatthe organizations are using the Twitter platform for different purposes such as 'Financial Reporting', 'CorporatePromotion',‘Potential FinancialInformation’ and 'Market News'. Thus, it can be referred that organizational leverage of technology and different characteristics are become managed through the application of Twitter. In this article,online media not only make communication between the customers and the organization but also help to expand business in global basis. Comparing Twitter with other online media and platform, it can be analyzed that popularity of Twitter has become surprisingly increasing in the global business market (Xiongand MacKenzie, 2015). The results of the article have revealed the effect of twitter is even considered to become the successful way of managing large profitability share in the competitive business market. In addition, it has helped in understanding the media leveraged communication application.
Topic: Malaysia and Australia
It is evident from the findings that different social media platform is even used to make communication between customers and the business organization of Australia. Public relation is maintained by the organizations of Malaysia through the use of social media. Uses of Twitter in the business make revolution with the aid of globalization. Most of the business organizations of Australia are using Twitter as an effective communication platform in the course of increasing business management level.
Communication style:Effective business communication channels are discussed in the two articles which has positive impact in the business expansion process of the organization in the market place. Applications of PR tools are even used to reduce consumer related issues. Business hubs are even being managed by the organization as per their customer management related requirement(Gabriel and Koh, 2016). Involvement of PR practitioners in the course of business management related activity even more effective that make helpful attribute for the management of the organization to build public relationship. Apart from this, it can be said that involvement of PR practitioners not only ensured business improvement but make trustworthy relationship between organization and customers. Business layout design can even be managed through the application of different social media platform. It is evident from the findings that the major styles are applied with the consumer service enquires, market news analysis, promotion of the promotion, and the financial information of the organization(Xiong and MacKenzie, 2015).
Communication channel: Use of Twitter as an effective communication media that increase cope up possibility of the organization in the market. Social media tools include the following: photo sharing sites, podcasts,blogs, RSS (really simple syndication), microblogging sites and forums or message board which effectively allows the marketers to ensure their business expansion level (Gabriel and Koh, 2016). It has been found that global era of business communication is mostly influenced by the use of Twitter. Apart from this, it can be said communication channels are usually used to reduce consumer management related issues. After globalization, it has been ensured that marketers have given more stress on the business. Comparing between two articles, light can shed on given stress in communication channel(Xiongand MacKenzie, 2015). In the first article both the social media and digital media are even pointed as effective process of making communication in the successful business organization. On contrary, second article evokes usefulness of twitter and its effect to make business expansion in the competitive business era.
Cultural overlay:Online platform is classified through the digital media and social media that inbounds different cultural background people. In the first article application of PR tools is the process of making cultural integration between the customers of different cultural background to make public relation. Strategic marketing management related options are even conveniently being find out. On the other hand, in the second article, customer service related enquiries through the use of Twitter have been depicted as a process of making cultural integration between customers of different cultural background (Gabriel and Koh, 2016). Social media PR Strategic tools are used to reduce cultural barrier in the market. Use of the common platform helps in the process to share the views irrespective of the cultural gaps and it can reduce the barrier among the people. The organizations are capable of performing the channelized operations due to the overlay of the culture to operate with efficiency.
Australian market related article thematic content related data collection process has been conducted in order to get huge number of data on the market place in relation with the use of Twitter and its impact in the business. On the contrary, survey has been conducted in the Malaysian market related article to find out impact of social media, digital media and PR tools.