Social Media and Shared—or Divergent—Uses? A Coorientation Analysis of Public Relations Practitioners and Journalists

Abstract

Using a traditional coorientation model (Grunig & Hunt, 1984 Grunig, J. E. and Hunt, T. 1984. Managing public relations, New York: Holt, Rinehart & Winston. [Google Scholar]; Broom, 1977 Broom, G. M. 1977. Coorientational measurement of public relations. Public Relations Review, 3: 110–119. [Crossref] , [Google Scholar]) comparing the uses of social media among journalists and public relations practitioners, this survey found a similar though not perfectly aligned overall picture comparing the groups' uses and perceived importance of the tools. In fact, there were only minor differences between the groups with regard to agreement, accuracy, and congruency in social media use. In terms of understanding, reporters noted they were more likely to work with practitioners who were using social media tools. Thus, although usage gaps did emerge, journalists and practitioners appear to have overall convergence and shared orientations in their understandings of the other's use of social media, and important implications of these orientations on organizations' strategic visions emerge.