The role of social media is rapidly becoming the most important aspect and tool that public relations practitioners can use in their day to day activity. This is an element that allows for companies to reach out to their stakeholders, media outlets, and companies constantly. Four key ingredients to that equation lie within the quadrant of public relations, that allows practitioners to either solely focus on one, or integrate all together with aid of social media. As Dr. Luttrell explained in chapter one of Social Media, the four quadrants include media, community, business, and government.
Photo provided by: Media Mark Spotlight/Google image.
Each of these quadrants, I found to be true after reading, are the meat and potatoes for PR practitioner to truly complete the full circle of social media. It is evident that by themselves one quadrant can make great impacts on a company, but intertwining all four allows for that more direct formula to success. With any company no matter the product or service they provide for stakeholders, wants to maintain a certain image. Having open communication through some examples such as publicity, customer interaction, lobbying, and investor relation lets there be a wide range of social outlets.
After reading about all four quadrants of public relations, I came to realizes that even within my current job that I hold there are elements of those four functions. While some of these are not as evident because of my position at the company, I can begin now to recognizes some of the public relations tools at hand. I know that I am a novice in the public relations world, but even after reading the first chapter of Social Media I seem to\ be picking up on key functions that trickle down throughout the company.
I have been working for Nike for two years now, as most know, it’s one of worlds leading sports retailers. Nike has a hand in most sporting outlets, rather it be its clothing, sponsoring teams and events, or developing the newts technology for its athletes. One opportunity that arose in the store was giving back to the community and giving more of our time volunteering. At the time I just thought this was volunteering at work, now I can give it a perfect public relations term, community relations. A Facebook page was set up to spread the message not only for any member of the staff to come and participate, but also anyone in the surrounding community. A small team of athletes at the Howell Nike Factory Store got together to go and lend a helping hand in local children day, that took place at the community center. While the team was assisting in encouraging children, water duty, and running certain events, we were also passing out coupons to come back to the store and use. Without even knowing it, myself and the rest of the team was participating in a trickle down effect of community relations developed by public relations practitioners.
Lindsey and myself setting up an event at the Howell community center/via Facebook.
As stated by Dr. Luttrell, ” We must remember that “community” no longer means just the physical community, but also online community.” That is becoming so true in todays technological age. Very few companies or groups send out snail mail anymore. Social media allows for you to send out that message, and have it instantly become active. This is what the Nike athletes did at the Howell store, getting this event into a “now” topic for the community. Community relations in not only beneficial to the company’s image but has a positive effect on the community at large. While this was a small community outreach, it still helped implement Nike’s core vales and image. Focusing on physical fitness and starting a healthy lifestyle at a young age is an essential part of Nike’s core values. By having employees getting out and giving back to the community it proves that the company cares about its stakeholders not only in their stores but for the common good as well.
I love the development and growth that social media has had with public relations in the last decade. There is such a vast range of social media, its not just restricted to the common online sites we all know. The four quadrants are just the first building blocks to the importance of social media. Even after the first chapter, I feel that I could find those four functions easier and be able to recognize them from a public relations practitioners standpoint.
Picture provided by: alpinepr.com/google images.
The Social Project 