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Article
Social Media and Shared—or Divergent—Uses? A Coorientation Analysis of Public Relations Practitioners and Journalists
International Journal of Strategic Communication (2010)
  • Elizabeth Johnson Avery, University of Tennessee - Knoxville
  • Ruthann Lariscy
  • Kaye D. Sweetser
Abstract

Using a traditional coorientation model (Grunig & Hunt, 1984; Broom, 1977) comparing the uses of social media among journalists and public relations practitioners, this survey found a similar though not perfectly aligned overall picture comparing the groups' uses and perceived importance of the tools. In fact, there were only minor differences between the groups with regard to agreement, accuracy, and congruency in social media use. In terms of understanding, reporters noted they were more likely to work with practitioners who were using social media tools. Thus, although usage gaps did emerge, journalists and practitioners appear to have overall convergence and shared orientations in their understandings of the other's use of social media, and important implications of these orientations on organizations' strategic visions emerge.

DOI: 10.1080/1553118X.2010.489501

Keywords
  • social media,
  • journalists,
  • public relations practitioners
Publication Date
2010
Citation Information
Elizabeth Johnson Avery, Ruthann Lariscy and Kaye D. Sweetser. "Social Media and Shared—or Divergent—Uses? A Coorientation Analysis of Public Relations Practitioners and Journalists" International Journal of Strategic Communication Vol. 4 Iss. 3 (2010)
Available at: http://works.bepress.com/elizabeth_avery/6/