University of Twente Student Theses
Trust in a Tweet? A Qualitative Study on Trusting Relationship Building between Public Relations Professionals and Journalists on Social Media
Scholten, Lisa Marie (2022) Trust in a Tweet? A Qualitative Study on Trusting Relationship Building between Public Relations Professionals and Journalists on Social Media.
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| Abstract: | Objectives: Social media is important in professional life. Therefore, it also influences journalism and public relations (PR). The relationship between those professions has been found to be complex in prior studies. The objective of this study is to find out if and how PR professionals (PRP) can build trusting relationships with journalists over social media. Thereby, it is built upon studies dealing with the PR-journalism relationship and relationship building over social media. It is aimed to add to these studies and to offer PRPs guidance to utilize social media in media relations. Methods: To achieve insightful results, semi-structured interviews were conducted. The sample consisted of six journalists, six PRPs, and three people with a background in both professions, all based in Germany. They were asked about their experiences with relationship building on social media and if they trust PRPs / feel trusted by journalists. Results: Building trusting relationships over social media was found to be possible. Different forms of contact (e.g. following, commenting, direct messages) thereby enable having meaningful exchanges, building empathy, and seeing each other as equal partners. However, while personal interactions and insights were valued, more spamming with unhelpful messages and information influenced the process of relationship building negatively on social media. Regarding trust, integrity and authenticity were of special importance. Conclusion and practical implications: In conclusion, trusting relationships between PRPs and journalists can be built over social media. Despite the importance of social media in professional life, there, however, still is potential for improvement. Social media require a strategic plan, determining one’s motivation and goals. PR should not see those channels as pitching but as networking instruments that can be successful if one stays professional, respectful, authentic, and addresses journalists personally. Keywords: Public relations, journalism, relationships, trust, social media |
| Item Type: | Essay (Bachelor) |
| Clients: | Laika Communications GmbH, Berlin, Deutschland |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/90980 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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