Abstract
The advent of social and digital media has influenced businesses and professions, including public relations. Research on how social media influences public relations practice abounds; however, these studies have mostly focused on the West, with Africa grossly underrepresented. The present study, therefore, sought to add to the limited literature on the continent by exploring how social and other emerging media are shaping public relations practice in Ghana. Overall, 137 practitioners participated in the survey. Results show that social and digital media have significantly influenced the public relations practice in Ghana. Facebook is the most frequently used platform. Most practitioners also admitted to spending more than half of their time on social media. These results provide insights for practitioners, academics, and researchers, and contribute to the global discussion on how social and other digital media are shaping the public relations practice in Ghana, particularly with insights on implications for their impact in Africa and the world.
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Anani-Bossman, A.A. (2023). The Use of Social and Digital Media in Public Relations: Empirical Perspectives from Ghana. In: Anani-Bossman, A.A., Mudzanani, T.E., Pratt, C.B., Blankson, I.A. (eds) Public Relations Management in Africa Volume 1. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-26704-8_3
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