Globalization, Social Media and Public Relations: A Necessary Relationship for the Future?

Abstract

Globalization is gradually ensuring the homogenity of all goods and services, together with social and cultural influences around the world. New technologies have affected the way that stakeholders exercise public relations. Rapid globalization has created new opportunities and challenges as well as public relations practices. In particular, the popularity of social media renders it top of the agenda for many business executives today. Savvy organizations now use social media platforms such as Facebook, Twitter and Instagram in order to inform their public about events and new products and also gather and disseminate consumer opinions about the organization, its events and products. The aim of this paper is to investigate how social media has reshaped the exercise of public relations in the newly globalised era. Have international companies and organizations extended their existing framework to accommodate these new tools? Keywords: Globalization, Social Media, Public Relations, PR 2.0, Intergovernmental Organizations

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