Taylor, Maureen & Kent, Michael L. (2010). Anticipatory socialization in the use of social media in public relations: A content analysis of PRSA’s Tactics. Public Relations Review, 36(3), 207-214.
Summary
Everyone is making claims about the power of social media as a public relations tool. Yet, very little evidence exists to show how and why social media tactics enhance relationship building between organizations and their publics.
This article examined one issue in how public relations students are socialized in their understanding of the value and power of social media in the practice of public relations. The public relations academic research about social media is explored, as well as the professional claims about the value of social media as a public relations tactic. The researchers content analyzed one year of Public Relations Tactics. The data are viewed through the theoretical frame of the socialization literature (Jablin, 1987).
The results suggest that claims of social media power far outweigh evidence of social media effectiveness as a communication tool. A disconnect exists between what authors of Public Relations Tactics pieces view as the potential for social media and the research findings about the effectiveness of social media. The final section of the article discusses the implications for public relations educators, professional associations, and practitioners as they consider social media tactics in public relations strategy.
Method
Content analysis over a one-year period (April 2008 to March 2009) of Public Relations Tactics. Fifty nine stories, columns, or text boxes that mentioned social media were included in the sample.
Findings
1) The results of the content analysis suggest that two-thirds of the articles, 39 of the 59 pieces, made specific claims about the power of social media as a valuable public relations tool. The claims made might be summarized as follows: social media allow you to extend the reach of your message, engage in two-way communication with publics, and listen to what your publics want.
2) The data suggest that providing evidence is not a necessity for authors to support their claims about social media power. Only 18 articles or columns (31%) cited any specific evidence about the reach or power of social media. The most typical evidence was for the author to report the results of surveys of journalists who use social media themselves.
3) Thirty-five of the 59 articles (59%) offered suggestions for using social media. The suggestions are always anecdotal and rarely provide any evidence that the tactics are effective. The suggestions often reflect little more than basic understanding about the technology’s potential for two-way communication.
4) Only 35 percent of the articles raised any questions or concerns about the use of social media in public relations. The overwhelming majority of articles proceeded from the assumption that social media are an effective tool. Only a few articles attempted to question the assumption that social media are inherently effective.
Based on the research questions and the data gathered in the content analysis, it appears that stories, columns and text boxes in Tactics provide far more claims (66%) and suggestions (59%) about social media than evidence (35%) or concerns/critical questions (31%). The data suggest an almost 2-1 preference for claims and suggestions over providing evidence or raising concerns about social media.
Implications for Practice
1) The findings of this study suggest that there is gap in what the field is saying about the potential of social media and the evidence provided to prove the argument.
2) Without firmly established preferences, and professional experience regarding what works and does not work, young professionals, because of a lack of experience, are likely to believe that the articles they read in professional publications contain facts. Indeed, as noted above, few articles even question the value of social media. The subject is already not contested.
3) The findings of this study suggest that we need more diverse voices contributing to the socialization of the next generation of practitioners. Sponsored/applied research would expand our understanding of professional issues and provide practitioner readers with concrete data upon which to base their strategic communication decisions.
Location
The full article is available for purchase at: http://www.sciencedirect.com/science/article/pii/S0363811110000548
