No abstract

The current study examined how public relations specialists within school systems are developing, implementing, and revising their communication crisis plans in an effort to fully engage all key stakeholders. Four research questions and two hypotheses were posed. Members from a state public relations association for schools were asked to participate in in-depth interviews regarding crisis management plans and modification due to social media. Results indicated while social media is being used, it has not replaced traditional tools. However, social media has added a new dynamic in engaging target audiences, as key stakeholders want information more quickly, especially in a crisis.

In recent years, social media tools such as Facebook, Twitter, YouTube, and blogs have rocked the higher education world. No longer is just being present on these mediums enough. Integration of social media tools into daily practices through monitoring, teaching, and collaboration allows those in higher education to build and maintain relationships with key publics. From devising social media goals and objectives to monitoring channels and evaluating efforts, social media can be integrated into the higher education arena. In this chapter, multiple dimensions of social media tools and the various ways those in higher education can integrate those tools into operation are exposed and elaborated upon. In an effort to provide readers with best practices, ideas are shared to present those in higher education with optimal ways to connect, build, and maintain relationships with others both internally and externally.

In recent years, social media tools such as Facebook, Twitter, YouTube, and blogs have rocked the higher education world. No longer is just being present on these mediums enough. Integration of social media tools into daily practices through monitoring, teaching, and collaboration allows those in higher education to build and maintain relationships with key publics. From devising social media goals and objectives to monitoring channels and evaluating efforts, social media can be integrated into the higher education arena. In this chapter, multiple dimensions of social media tools and the various ways those in higher education can integrate those tools into operation are exposed and elaborated upon. In an effort to provide readers with best practices, ideas are shared to present those in higher education with optimal ways to connect, build, and maintain relationships with others both internally and externally.

No abstract