Reshaping Public Relation through Social Media: A Study on Influence and Challenges in Universities

Kainat Shahid, Erum Akram, Wajid Zulqarnain, Naveed Ullah Hashmi


Objective - Social media is one of the easiest way to protect and promote good image of universities/institutions. A country like Pakistan where traditional media is often under pressure and have their commercial agendas. In such situations social media has been taking lead and becoming a good opportunity to connect with institutions to promote and protect their reputation. Methodology/Technique - A survey was adopted to find out the influence of Pakistani social media and challenges faced through it, which focused on the attitude of PRO professionals regarding the effect of social media on their work and the challenges they faced. The respondents were PRO professionals of public and private universities. Findings - The findings showed that majority of PRO professionals use social media which increase PR of institutions and improve the positive image building and good will of the institute. Results also shed light on the fact that language, cultural difference and inappropriate content can create negative perception. Novelty - The study researches the factors that social media platform is used to increase PR however those use it in a right way will get advantage on others. Theme - Cooperate Communication Management


social media; public relation; influence; challenges

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