Social Media and the Importance of Good Media Relations Essay

Social Media and the Importance of Good Media Relations - Essay Example This paper approves that the information can be uploaded in the form of articles, bookmarked links, photos, videos or music. The connections made over the social networking sites are interlinked to one another and extend to the greater circle of connections. Due to this, the relations maintained in the social media tools should be carefully moderated. The effects of mass media can be felt on the political processes existing â€Å"in the contemporary advanced democracies†. The news generated by the media and reported on the social media tools are capable enough to create consciousness in the political sphere. For larger institutions, their operations overseas are powerful enough to have a say in the political scenario prevailing worldwide. The lifestyle of the people is also influenced by the social dictums that are reflected in the social media. The political feelings of the people are modified to a great extent through the images reported by the media. This essay makes a conclusion that the term social media has arrived from the concept of â€Å"aggregation of individuals into groups†. The connection between the different users leads to sharing of values along with the ideas and information. This makes the companies to think in more serious terms about the utilization of social media in their business processes. The companies sometimes dismiss the smaller social networking sites in favor of the bigger ones. But these sites in most cases create â€Å"greater amount of noise†. Hence from the above discussion one would agree with Parker’s statement: â€Å"In a social media driven world, the fundamentals of good media relations practice – relevance, authority, engagement and relationship – are more important than ever†.... The various social media platforms are reachable from any place and any time by anyone through the access of internet via a smart phone or a computer. The implications of such a vast reach of social media are reflected on the domains of â€Å"public relations and communications† (CIPR, n. d.). Journalists use social media for collection of news. These social media are a big ‘source’ of news. Thus on the other side of the coin, social media plays a big role in the process of determination of business performance as well as its promotion such as brand recognition. It creates an authority upon the performance of the businesses as is indicated by Parker. Campaigning and advertisement are done on a large scale over the official websites of the different organizations. It helps the company to reach out to a greater number of people and also make an account of the reviews of the existing customers as well as the responses of the potential customers. The organizations nee d to â€Å"deal with the media† (Giancontieri, 2008, p. 1) and make interactions with the reporters in their own interest in order to promote their business. Establishment and maintenance of â€Å"mutual lines of communication, understanding, acceptance and cooperation between an organization and its publics† (Tench & Yeomans, 2006, p. 4) is achieved through a very good public relations management strategy. Public relations are a feature of management function in an organization that entails the social media to a large extent. The foundation of public relations as a profession was on the usage of â€Å"mass media and media relations† (Duhe, 2007, p. 99). In the wake of the twentieth century the communication environment was dominated by â€Å"a limited number of mass media with