Dr. James Grunig of the University of Maryland has written of the importance of using social media to develop and maintain relationships with an organization’s publics. In an article published in 2009, “Paradigms of Global Public Relations in an Age of Digitalization,” Dr. Grunig cited two theories that can help PR practitioners make use of social media:
Imagine you have been assigned to develop a social media program for an organization of your choosing. How would you apply Grunig’s theories to the design of such a program? How important do you think social media are in an organization’s overall communication efforts?