การประมวลองค์ความรู้เรื่องผลกระทบของเทคโนโลยีสื่อใหม่กับการประชาสัมพันธ์จากเว็บไซต์ของ THE INSTITUTE FOR PUBLIC RELATIONS

Abstract

This study aims to investigate the impacts of new media on the profession of public relations through a group of articles and research papers collected from the website of Institute for Public Relations (IPR). During the time of data collection, there were 266 articles and research paper on the website related to most topics of public relations.

The results reveal that the number of the articles and research papers related to new media is 20 out of the total amount or 7.52%, and the number tends to increase due to the extended studies on new media published in the last 3-6 years. From these 20 articles and research papers, there are 4 impacts of new media on the profession of public relations ranging from the most studied to the least studied : 1) impact to the “relationships between organizations and stakeholders” as 34% 2) impact to the “structure, culture , and organization management” as 26%, 3) impact to the “practice of PR practitioners” as 22%, and 4) impact to the “PR message” as 18%. Nevertheless, this is only a pilot study through a small group of articles and research papers. The issue should be examined further through a larger sample group for the accuracy and reliability of the findings.