How public relations executives perceive and measure the impact of social media in their organizations

Marcia W. DiStaso; Tina McCorkindale; Donald K. Wright

doi:10.1016/j.pubrev.2011.06.005

How public relations executives perceive and measure the impact of social media in their organizations

Marcia W. DiStaso, Tina McCorkindale, Donald K. Wright

Advertising and Public Relations

Research output: Contribution to journal › Article › peer-review

112 Scopus citations

Abstract

Decisions about social media in organizations are not made lightly. Corporate executives are faced with an ever changing and in many cases, uncontrollable opportunity with social media. This study provides insights obtained from 25 interviews with communication and public relations executives to identify their opinions about what drives social media in organizations, what challenges they face, and what questions they have about social media and its measurement.

Original language	English (US)
Pages (from-to)	325-328
Number of pages	4
Journal	Public Relations Review
Volume	37
Issue number	3
DOIs	https://doi.org/10.1016/j.pubrev.2011.06.005
State	Published - Sep 2011

All Science Journal Classification (ASJC) codes

Communication
Organizational Behavior and Human Resource Management
Marketing

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10.1016/j.pubrev.2011.06.005

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abstract = "Decisions about social media in organizations are not made lightly. Corporate executives are faced with an ever changing and in many cases, uncontrollable opportunity with social media. This study provides insights obtained from 25 interviews with communication and public relations executives to identify their opinions about what drives social media in organizations, what challenges they face, and what questions they have about social media and its measurement.",

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How public relations executives perceive and measure the impact of social media in their organizations

Abstract

All Science Journal Classification (ASJC) codes

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