HOW INTERACTIVE DIGITAL COMMUNITIES IMPACT PUBLIC RELATIONS
In the ever-changing landscape of communication, this study investigates the impact of interactive digital communities on public relations. By exploring the dynamic relationship between interactive media and PR in the digital age, the paper examines the multifaceted influence of interactive media i...
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| Format: | Article |
| Language: | English |
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Federal University Wukari
2023-12-01
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| Series: | International Studies Journal |
| Online Access: | https://wissjournals.com.ng/index.php/wiss/article/view/217 |
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| author | JOAN TIRWYN HASSAN EMMANUEL JIBB ADAMS JOY AMARACHI OFORDI |
| author_facet | JOAN TIRWYN HASSAN EMMANUEL JIBB ADAMS JOY AMARACHI OFORDI |
| author_sort | JOAN TIRWYN HASSAN |
| collection | DOAJ |
| description |
In the ever-changing landscape of communication, this study investigates the impact of interactive digital communities on public relations. By exploring the dynamic relationship between interactive media and PR in the digital age, the paper examines the multifaceted influence of interactive media in transforming contemporary public relations practices within the modern digital realm. Specifically, the paper explores both the opportunities and challenges pose by interactive media outlets and their profound effects and impacts on the practice of public relations. Guided by the framework of Theory of Interactive Media Effects, the paper argues how advancement in interactive media platforms, using Public Relations as communicative tool, drives societal changes. It concludes by advocating for Public Relations professionals to adapt strategies that effectively harness the potential of interactive media, recognizing its dyadic nature viz-a-viz its numerous opportunities and challenges for effective communication. Emphasis is further laid on the crucial role of interactive media in shaping the daily activities and communicative functions of Public Relations practitioners, underscoring the importance of aligning Public Relations strategies with the dynamism of digital interactive platforms.
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| format | Article |
| id | doaj-art-780ab62f983b40cba99e8116c3fea866 |
| institution | Kabale University |
| issn | 2756-4649 |
| language | English |
| publishDate | 2023-12-01 |
| publisher | Federal University Wukari |
| record_format | Article |
| series | International Studies Journal |
| spelling | doaj-art-780ab62f983b40cba99e8116c3fea8662025-02-10T10:00:52ZengFederal University WukariInternational Studies Journal2756-46492023-12-0174HOW INTERACTIVE DIGITAL COMMUNITIES IMPACT PUBLIC RELATIONS JOAN TIRWYN HASSAN0EMMANUEL JIBB ADAMS1JOY AMARACHI OFORDI2Kaduna State University, KadunaKaduna State University, KadunaKaduna State University, Kaduna State In the ever-changing landscape of communication, this study investigates the impact of interactive digital communities on public relations. By exploring the dynamic relationship between interactive media and PR in the digital age, the paper examines the multifaceted influence of interactive media in transforming contemporary public relations practices within the modern digital realm. Specifically, the paper explores both the opportunities and challenges pose by interactive media outlets and their profound effects and impacts on the practice of public relations. Guided by the framework of Theory of Interactive Media Effects, the paper argues how advancement in interactive media platforms, using Public Relations as communicative tool, drives societal changes. It concludes by advocating for Public Relations professionals to adapt strategies that effectively harness the potential of interactive media, recognizing its dyadic nature viz-a-viz its numerous opportunities and challenges for effective communication. Emphasis is further laid on the crucial role of interactive media in shaping the daily activities and communicative functions of Public Relations practitioners, underscoring the importance of aligning Public Relations strategies with the dynamism of digital interactive platforms. https://wissjournals.com.ng/index.php/wiss/article/view/217 |
| spellingShingle | JOAN TIRWYN HASSAN EMMANUEL JIBB ADAMS JOY AMARACHI OFORDI HOW INTERACTIVE DIGITAL COMMUNITIES IMPACT PUBLIC RELATIONS International Studies Journal |
| title | HOW INTERACTIVE DIGITAL COMMUNITIES IMPACT PUBLIC RELATIONS |
| title_full | HOW INTERACTIVE DIGITAL COMMUNITIES IMPACT PUBLIC RELATIONS |
| title_fullStr | HOW INTERACTIVE DIGITAL COMMUNITIES IMPACT PUBLIC RELATIONS |
| title_full_unstemmed | HOW INTERACTIVE DIGITAL COMMUNITIES IMPACT PUBLIC RELATIONS |
| title_short | HOW INTERACTIVE DIGITAL COMMUNITIES IMPACT PUBLIC RELATIONS |
| title_sort | how interactive digital communities impact public relations |
| url | https://wissjournals.com.ng/index.php/wiss/article/view/217 |
| work_keys_str_mv | AT joantirwynhassan howinteractivedigitalcommunitiesimpactpublicrelations AT emmanueljibbadams howinteractivedigitalcommunitiesimpactpublicrelations AT joyamarachiofordi howinteractivedigitalcommunitiesimpactpublicrelations |