RT Journal Article
T1 The PR Pyramid: Social media and the new role of Public
T2 A Pirâmide das RP: Os media sociais e o papel das Relações
A1 Damasio, Manuel José
A1 Dias, Patricio
A1 Andrade, José Gabriel
K1 Relaciones Públicas
K1 Medios de comunicación social
AB This paper explores the relationship between social media as tools used by public relationsprofessionals and as part of the daily lives of organizations’ stakeholders, identifyingemergent practices in public relations and confronting new perspectives, both professionaland academic, on public relations functions and on its role within organizationalcommunication.Departing from the agreement shared by academics and professionals on a profound shift inpublic relations as a consequence of the increasingly widespread, intense and frequent useof social media, this paper intends to clarify the nature and terms of that shift. Twoperspectives are confronted: one of them is focused on emergent professional practices andregards social media as tools at the disposal of the PR professional; the other is broader inscope and views social media as a contextual factor that influences both the stakeholders’behavior patterns and PR practices, thus redefining the role of public relations withinorganizational communication. The paper presents results from an exploratory study whosegoal was to identify a conceptual framework for understanding the impact of social media onpublic relations.A relevant case study was identified, presenting the solution found by TAP, the Portugueseairline company, to deal with communication crisis involving the social media and tosuccessfully manage social media use as a complementary communication channel. TAP’ssocial media presence is managed through an articulation of public relations, marketing andcustomer support where public relations assume a pivotal role. Drawing on this case study,we propose the PR pyramid as a theoretical model that redefines the role of public relationsas the orchestrator of the consistent, coherent and integrated communication that isdemanded by the contemporary digital context.
PB Instituto de Investigación en Relaciones Públicas
SN 2174-3681
YR 2012
FD 2012
LK http://hdl.handle.net/10630/5213
UL http://hdl.handle.net/10630/5213
LA eng
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 19 ene 2026