“Marketing, public relations, and how Web 2.0 is changing their relationship: A qualitative assessment of PR consultancies operating in Spain”

 Elisenda Estanyol (2012) 

• With Web. 2.0, “Managers of PR consultancies talk about faster, two-way, and circular communication, with different audiences interacting and communicating with each other, without any need for intermediaries” (834). 

• Audience members act as content creators (835)

“Social Media expectations between public relations professionals and their stakeholders: Results of the ComGap study in Spain”

Cristina Navarro, Angeles Moreno y Fahed Al-Sumait (2017)

• Spain is a leader in Europe for social media

• “These collaborative tools have altered the work routines of public relations professionals and empowered stakeholders, granting them a central role in aspects relating to image, reputation and the creation of social capital” (701)

•  Motives to use social media, according to businesses: (701) 

  • 85.2% to inform people about the company’s activity

  • 68.3% to have a dialogue with their customers

  • 49.3% to learn what is being said about their organization