STRATEGIC PUBLIC RELATIONS THROUGH ONLINE SOCIAL MEDIA

Abstract

Social media are a form of communication used to access target groups at all levels and whose its use in public relations (PR) activities is growing. It is experiencing a booming trend that seems destined to keep growing. More private Thai businesses are using social media as a communication tool in support of more traditional PR methods to build up corporate communication and promote products and services.

Public relations in private Thai businesses should focus mainly on innovative strategies via online social communication. PR practitioners should modify their practices in terms of implementation, elements of communication, roles of the practitioner, job characteristics, target group variety and application of social media. All of these can be classified in accordance with the four steps of the PR process: Defining PR problems, strategic PR planning, PR communication strategy and PR evaluation, thus fostering a positive corporate image and reputation and supporting the organization in the long run.