Public relations practitioners’ perception of new media influence on promotion of mutual understanding between organisation and strategic publics in Nigeria

Authors

  • Harvey G. O. Igben Department of Mass Communication, Delta State University, Abraka, Nigeria
  • Michael E. Ilaya Delta State University, Abraka, Nigeria

Keywords:

cybercrime, fake news, mutual understanding, new media, public relations

Abstract

New media is a trending innovation and its influence in the promotion of mutual understanding between organizations and strategic publics is a more contemporary issue. This study evaluates the perception of public relations practitioners on the incorporation of new media into the process of promoting good relationships between organizations and strategic publics in Nigeria. The fundamental goal is to examine if public relations practitioners find new media helpful in carrying out public relations activities in their organizations. This study is hinged on Technological determinism theory.  Findings show that public relations practitioners of both public and private organizations do perceive the adoption of new media technologies in the performance of their function for the promotion of mutual understanding as supportive to quick and interactive approaches to dissemination of information from organizations to strategic stakeholders and the public. The study recommends that more public relations practitioners of organizations especially public organizations should be encouraged to use new media in course of executing their professional assignments.

References

Adamolekun, K. (2001). Survivors'motives For Extravagant Funerals Among The Yorubas Of Western Nigeria. Death Studies, 25(7), 609-619.

Adedina, F. A., Adeniyi, K. A., & Bolaji, E. T. (2008). The internet and mass communication.

Ajala, V. O. (1993). Public relations: In search of professional excellence. Afrika-Link Books.

Aryani, I. G. A. I., & Rahayuni, N. K. S. (2016). Innovation of teaching and learning english applied to animal sciences’ student with the combination of computer media and audio visual. International Journal of Linguistics, Literature and Culture, 2(1), 1-7.

Ayankojo, K. (2001). Expanding the frontiers of public relations through the internet. Basic Public Relations. Abeokuta: Gbenga Gbesan and Associates, 211..

Baran, S. J., & Davis, D. K. (2016). Mass Communication Theory.

Ben-Itzhak, Y. (2009). Organised cybercrime and payment cards. Card Technology Today, 21(2), 10-11. https://doi.org/10.1016/S0965-2590(09)70057-X

Benlian, A., & Haffke, I. (2016). Does mutuality matter? Examining the bilateral nature and effects of CEO–CIO mutual understanding. The Journal of Strategic Information Systems, 25(2), 104-126. https://doi.org/10.1016/j.jsis.2016.01.001

Black, S. (1989). Introduction to public relations. Modina Press in conjunction with the International Public Relations Association.

Bledsoe, E., Coates, J. M., & Fitzgerald, B. F. (2007). Unlocking the potential through Creative Commons. Queensland University of Technology.

Bogacz, R., Brown, E., Moehlis, J., Holmes, P., & Cohen, J. D. (2006). The physics of optimal decision making: a formal analysis of models of performance in two-alternative forced-choice tasks. Psychological review, 113(4), 700.

Christ, P. (2007). Internet technologies and trends transforming public relations. Journal of Website Promotion, 1(4), 3-14.

Claude, R. P., & Weston, B. H. (Eds.). (1992). Human rights in the world community: issues and action. University of Pennsylvania Press.

Coffey, S., & Stipp, H. (1997). The interactions between computer and television usage. Journal of advertising research, 37(2), 61-68.

Cutlip, C., & Center, A. Broom (1994): Effective Public Relations. Eaglewood Cliff New Jersey: Prentice Mall Inc..

Dewdney, A., & Ride, P. (2013). The digital media handbook. Routledge.

Duhé, S. (2012). Public Relations and New Media? Advocacy, Alliances, and Assessments. Global Media Journal, 5(2), 1.

Eddolls, M. (2016). Making cybercrime prevention the highest priority. Network Security, 2016(8), 5-8. https://doi.org/10.1016/S1353-4858(16)30075-7

Edwards, L. (2006). Rethinking power in public relations. Public relations review, 32(3), 229-231. https://doi.org/10.1016/j.pubrev.2006.05.013

Fidler, R. F. (1997). Mediamorphosis: Understanding new media. Pine Forge Press.

Fitzgerald, D. (2005). Commentary on" The Decline of the National Reconnaissance Office"—The NRO Leadership Re| o| ies1.

FitzGerald, S. S., & Spagnolia, N. (1999). Four predictions for PR practitioners in the new millennium. Public Relations Quarterly, 44(3), 12.

Flew, (2002). New media: An introduction, Oxford, England: Oxford University Press.

Folarin, B. (1998). Theories of mass communication: An introductory text. Stirling-Horden Publishers.

Galloway, C. (2005). Cyber-PR and “dynamic touch”. Public relations review, 31(4), 572-577.

Goucher, W. (2010). Being a cybercrime victim. Computer Fraud & Security, 2010(10), 16-18. https://doi.org/10.1016/S1361-3723(10)70134-2

Grunig, J. E. (2009). Paradigms of global public relations in an age of digitalisation. PRism, 6(2), 1-19.

Hanson, G. H. (2005). Market potential, increasing returns and geographic concentration. Journal of international economics, 67(1), 1-24.

Hill, L. N., & White, C. (2000). Public relations practitioners’ perception of the World Wide Web as a communications tool. Public relations review, 26(1), 31-51.

Holtz, S. (2002). Public relations on the Net: winning strategies to inform and influence the media, the investment community, the government, the public, and more!. Amacom Books.

Huhtamo, E. (1999). From cybernation to interaction: a contribution to an archaeology of interactivity. The digital dialectic: New essays on new media, (s 96), 110.

James, M. (2007). A review of the impact of new media on public relations: Challenges for terrain, practice and education. Asia Pacific Public Relations Journal, 8(1), 137-148.

Leung, L., & Lee, P. S. (2005). Multiple determinants of life quality: The roles of Internet activities, use of new media, social support, and leisure activities. Telematics and Informatics, 22(3), 161-180. https://doi.org/10.1016/j.tele.2004.04.003

Lievrouw, L. A., & Livingstone, S. (2006). Introduction to the updated student edition. Handbook of new media: Social shaping and social consequences of ICTs, 1-14.

Manky, D. (2013). Cybercrime as a service: a very modern business. Computer Fraud & Security, 2013(6), 9-13. https://doi.org/10.1016/S1361-3723(13)70053-8

Marvin, C. (1988). When old technologies were new: Thinking about electric communication in the late nineteenth century. Oxford University Press, USA.

McAllister, S. M., & Taylor, M. (2007). Community college web sites as tools for fostering dialogue. Public relations review, 33(2), 230-232.

McLuhan, T. E. M. (1982). Menippean Thunder At" finnegans Wake": The Critical Problems. University of Dallas.

McQuail, D., & Deuze, M. (2020). McQuail’s media and mass communication theory. SAGE.

Muhammad, R. (2014). Public Relations and new media: a look at how new media has impacted today's practices of Public Relations: International Islamic University.

Negroponte, N. (1995). The digital revolution: Reasons for optimism. The Futurist, 29(6), 68.

Nimbalkar, A. A., & Deodhar, N. (2015). A Study of E-Services of Bank with Special Reference to Private Banks, Ahmednagar. International Research Journal of Management, IT and Social Sciences, 2(11), 16-21.

Nowland, G. (2006). Fremantle, the port as a threshold of consciousness in the novel. Westerly, 50(Nov 2006), 145-158.

Oakland, T. (2004). Use of educational and psychological tests internationally. Applied Psychology, 53(2), 157-172.

Ohaja, E. U. (2003). Mass communication research and project report writing. Lagos: John Letterman.

Olise, F. P., & MAKKA, W. (2008). Communication for development and modern ICTs. Nigeria at crossroad. EM Mojaye, OO.

Onabanjo, F. (2005). Folly for effective Public Relations communication; gender violence and ICTs in Nigeria, Ibadan, Nigeria: Ibadan University Press

Onwioduokit, F. A. (2000). Educational research methodology and statistics. Uyo, forand.

Oyeniyi, A. O. (2000). The limitations of public relations practice in developing countries. A Research Project Submitted in Partial Fulfillment of the Requirements for the Award of a Master of Science (M. Sc) Degree in Public Relations Management.

Paramita, F., Annika, P., Bachtiar, E. W., & Yuniastuti, M. (2010). Effects of Autolog Saliva on Biofilm Formation of Streptococcus mutans Isolated from Caries and Caries-free Subjects. Journal of Dentistry Indonesia, 17(2), 63-65.

Pavlik, J. V., & Dozier, D. M. (1996). Managing the information superhighway–a report on the issues facing communications professionals. Institute for Public Relations Research and Education.

Porter, L. V., & Sallot, L. M. (2003). The internet and public relations: Investigating practitioners' roles and World Wide Web use. Journalism & Mass Communication Quarterly, 80(3), 603-622.

Porter, L. V., & Sallot, L. M. (2003). The internet and public relations: Investigating practitioners' roles and World Wide Web use. Journalism & Mass Communication Quarterly, 80(3), 603-622.

Rioux, J. D., Xavier, R. J., Taylor, K. D., Silverberg, M. S., Goyette, P., Huett, A., ... & Brant, S. R. (2007). Genome-wide association study identifies new susceptibility loci for Crohn disease and implicates autophagy in disease pathogenesis. Nature genetics, 39(5), 596-604.

Roets, A. (2017). ‘Fake news’: Incorrect, but hard to correct. The role of cognitive ability on the impact of false information on social impressions. Intelligence, 65, 107-110. https://doi.org/10.1016/j.intell.2017.10.005

Sallot, L. M., Porter, L. V., & Acosta-Alzuru, C. (2004). Practitioners’ web use and perceptions of their own roles and power: A qualitative study. Public Relations Review, 30(3), 269-278.Salu, A. (2000) Understanding Public Relations, Lagos, Nigeria: Cap-David Production.

Samantha, D. P. (2011). Information System Design in Sahaaba Store (Doctoral dissertation, undip).

Seitel, F. P. (2007). The practice of public relations. Pearson/Prentice Hall.

Seltzer, T., & Mitrook, M. A. (2007). The dialogic potential of weblogs in relationship building. Public relations review, 33(2), 227-229.

Sharmini, S. (2007). The role of media relations in corporate public relations practice (Doctoral dissertation).

Stephens, M. (2007). A history of news. Oxford University Press.

Stolk, A., Verhagen, L., & Toni, I. (2016). Conceptual alignment: How brains achieve mutual understanding. Trends in cognitive sciences, 20(3), 180-191. https://doi.org/10.1016/j.tics.2015.11.007

Straubbar, J. and Larose, R. (2004). Media now: Understanding media culture and technology, 4th Edition, California, United States: Davenport.

Straubhaar, J., & LaRose, R. (2004). Media Now: Communications Media in the Information Age, Belmont, CA: Wadsworth.

Supa, D. W. (2008). Maximizing media relations through a better understanding of the public relations-journalist relationship (Doctoral dissertation).

Sweetser, K. D., Porter, L. V., Chung, D. S., & Kim, E. (2008). Credibility and the use of blogs among professionals in the communication industry. Journalism & Mass Communication Quarterly, 85(1), 169-185.

Taylor, M., & Perry, D. C. (2005). Diffusion of traditional and new media tactics in crisis communication. Public Relations Review, 31(2), 209-217. https://doi.org/10.1016/j.pubrev.2005.02.018

Van der Merwe, R., Pitt, L. F., & Abratt, R. (2005). Stakeholder strength: PR survival strategies in the Internet age. Public Relations Quarterly, 50(1), 39.

Verey, F., Corfield, A., Spicer, R., & Stevens, M. (2007). The Defence Of The Oral Cavity In Neutropenia: A Prospective Study Of Oral Mucosal Protection In Neutropenic Children: PA. 041. Pediatric Blood & Cancer, 49(4), 449-450.

Waters, R. D., Tindall, N. T., & Morton, T. S. (2010). Media catching and the journalist–public relations practitioner relationship: How social media are changing the practice of media relations. Journal of public relations research, 22(3), 241-264.

Waters, R. D., Tindall, N. T., & Morton, T. S. (2010). Media catching and the journalist–public relations practitioner relationship: How social media are changing the practice of media relations. Journal of public relations research, 22(3), 241-264.

Weber, L. (2009). Marketing to the social web: How digital customer communities build your business. John Wiley & Sons.

Williams, J. P., De Geus, E. J., & Blitz, L. (1994). Determining structure in molecular clouds. The Astrophysical Journal, 428, 693-712.

Wright, D., & De Hert, P. (2012). Introduction to privacy impact assessment. In Privacy impact assessment (pp. 3-32). Springer, Dordrecht.

Yeomans, L. (2016). Imagining the lives of others: Empathy in public relations. Public Relations Inquiry, 5(1), 71-92.

Published

2016-12-29

How to Cite

Igben, H. G. O., & Ilaya, M. E. (2016). Public relations practitioners’ perception of new media influence on promotion of mutual understanding between organisation and strategic publics in Nigeria. International Journal of Economic Perspectives, 10(1), 1–23. Retrieved from https://ijeponline.org/index.php/journal/article/view/19

Issue

Section

Peer Review Articles