Public relations activity in the new media in Israel 2012: Changing relationships

Technological developments bring with them perceptual changes that have forced public relations (PR) practitioners, who mediate between customers and consumers, to seek new ideas and directions. This research study examines the changes that have taken place in the work routines and tactics of PR practitioners in Israel, 2012 in light of the expanding use of the social media and the transition from traditional media usage to various combinations of traditional and new media activity. Changes in work routines and tactics were examined by means of quantitative content analysis, the internet visibility of 453 PR agencies in Israel and 23 interviews with PR personnel. The findings indicate the following: (1) the internet visibility of the PR agencies examined was low, and less than a quarter were active in the social platforms that were defined. (2) Differences were found between PR agencies active in the field of new media and those who implement traditional technologies regarding contact with clients, worker characteristics, means of conveying messages regarding clients, etc. (3) Specific tactics have been developed for implementing new media, such as responses over the net as part of crisis management and the use of a company blog to reinforce the client's brand. (4) The major reasons for not using the new media are fear of these innovations, established expertise in traditional media and a segment of customers that block attempts to implement new media. (5) The potential inherent in social media is not exploited by most Israeli PR agencies.