Journal article
Public relations and customer service: Employer perspectives of social media proficiency
Public Relations Review, Vol.46(4), pp.1-7
2020
Abstract
Social media has enhanced integration between marketing and public relations. As such, public relations professionals have had to adapt and grow their knowledge and skillsets to stay relevant and current throughout the evolution of the digital landscape (Gesualdi, 2019). One of the growing areas of focus for public relations professionals has been customer service skills online. This specialization, often referred to as social care or social customer service, has been promoted and discussed heavily in industry circles and publications, but not in academic research. This study focuses on the survey results from 396 employers exploring the social media skills they most prefer university graduates to possess when entering the workforce. The results indicate that public relations and customer service are the social media skills most sought after by employers of university graduates ahead of proficiency in areas such as social media content production, strategy development and analytics. The potential implications of these findings to the public relations profession are examined and future research is also discussed.
Details
- Title
- Public relations and customer service: Employer perspectives of social media proficiency
- Authors
- Karen Sutherland (Author) - University of the Sunshine Coast, Queensland, School of Creative Industries - LegacyKaren Freberg (Author) - University of LouisvilleChristina Driver (Author) - University of the Sunshine Coast, Queensland, Thompson InstituteUmi Khattab (Author) - University of the Sunshine Coast, Queensland, School of Creative Industries - Legacy
- Publication details
- Public Relations Review, Vol.46(4), pp.1-7
- Publisher
- Elsevier Ltd.
- DOI
- 10.1016/j.pubrev.2020.101954
- ISSN
- 1873-4537
- Organisation Unit
- Thompson Institute; School of Social Sciences - Legacy; School of Business and Creative Industries; School of Creative Industries - Legacy; University of the Sunshine Coast, Queensland
- Language
- English
- Record Identifier
- 99465408602621
- Output Type
- Journal article
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