The Role of Social Media in Transforming Public Relations Profession: Impact on Public Relations Work, Work-Life Conflict, and Public Relations Leadership

• In Event: Leadership, Employee Communication, and PR profession

Abstract

This study took one of the first steps to examine (1) public relations practitioners’ use of diverse social media tools and their application in various public relations functions relate to the positive and negative impact of social media use upon practitioners’ daily work, (2) how strategic use of social media tools in different components of public relations impacts practitioners’ work-life interfaces and encourages their excellent public relations behaviors, and (3) how social media impact, work-life experiences of practitioners, and leadership behaviors are all intertwined. From the perspective of individual practitioners’ work-life experiences and leadership skills, it examined the way social media have transformed our profession. Through a national sample of public relations practitioners (n = 458), we conducted a path model analysis. Theoretical and practical implications of the study were discussed.

Authors

• Hua Jiang, Syracuse University

• Yi Luo, Montclair State University

• Owen Kulemeka, U of Oklahoma