The published research shows the profession is facing crucial changes: the existence of new organisational structures better aligned with social demands; the emergence of new techniques for interacting with organisations in a more trustworthy manner; and growing pressure by social groups acting both for and against particular social values, ideas and identities.
Turkish Universities’ Adoption of Social Media for Dialogic Communication
A. Banu BIÇAKÇI and Pelin HÜRMERIÇ
There has been a paradigm shift to two-way communication with the advanced technologies to tackle today’s competitive environment and social media is in the core of this communication. Communication and Public Relations professionals utilize social media in order to engage in main conversations and to enhance their understanding of target publics. Social media is seen as a cost effective way for timely, targeted dialog (DiStaso et al., 2011: 327).
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