Navigating Digital Communication and Challenges for Organizations by Jos Gabriel Andrade;Teresa Ruo;

Author:Jos Gabriel Andrade;Teresa Ruo;
Language: eng
Format: epub, pdf
Publisher: IGI Global

The campaign “#RespectJurnalistii” and the digital platform “2Value Reporters” are examples of good practice in bridging journalists and PR practitioners in the digital world. The project’s initiators are former journalists who – according to their statements – “converted” themselves into public relations practitioners. In developing the PR business, they closely analysed the situation of media in the national and digital context, and identified structural problems (such as underfinancing of media or the economic and political pressures over journalists) that affect the socio-professional status of journalists and influence their receptivity to cover events and get involved in business coverage.

At the same time, the project’s initiators observed that small and medium size companies need support in organizing the communication campaigns and have to professionalize in developing messages for media (e.g. press releases). Also, as it was underlined by one of the trainers from the program, the whole society would benefit if strong professional organizations existed in media and in business.

The campaign “#RespectJurnalistii” was involved in creating and mobilizing a community of journalists. The main activities were to organize professional debates and regular training sessions. The PR company that organized everything pro bono acted as facilitator and moderator of the meetings. From this point of view, it can be characterized as a Social Responsibility Campaign aimed at supporting quality journalism, professional journalists, and the development of a democratic society. The PR company argues that this initiative is unique at the national level, and from a certain point of view this information is accurate (no other company organized for journalists so many events, on a regular basis). Nevertheless, other companies from Romania support the media by offering prizes and trainings for professional journalists.

The second project, “2Value” app, was meant to encourage SMEs to develop professional PR campaigns and to allocate funds in their budget for communication and marketing. The representatives of the companies are offered the possibility to opt for different types of subscriptions for the app that automatically generate PR content, while journalists get the information (under the form of press releases) for free.

The campaign “#RespectJurnalistii”, the platform “2ValueReporters” and the project “2Value” make use of the advantages of digital communication (platforms for sharing content, digital communication programs, scanning the environment at accessible costs). They can be seen as part of the effort to educate journalists, and also business managers in “public relations literacy” (Holladay, and Coombs, 2013, Macnamara 2020). From this point of view, the campaign and the project could also be considered as activities that belong to “advanced public relations” (Ruão, Fernández-Souto, 2020), which require a combination of the use of new technologies with understanding the power of education for enhancing the social role of public relations in the 21 century.

ACKNOWLEDGMENT

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