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The image of the public institutions and new technologies


  • Mihaela PĂUN

    () (University of Bucharest)

  • Cristina COMAN

    () (University of Bucharest)


During the recent past decades, a new technology and a new kind of media emerged: the social media. It created a huge communication area that houses the interactions and debate between creators of social images and messages. In public relations, the emergence of social media challenges the traditional instruments of government public relations. Responding to development of information and communication technology (ICT), social media is considered as an alternative communication channel of government public relations efforts. Public relations practitioners make choices every day about how to relate to different publics in different situations. Nowadays they perceive social media (e.g., blogs) to be a normal part of their organization. This article presents the challenges and opportunities of social media for public institutions and argues that the designing and implementing government public relations using social media involves more than merely having another communicational channel for publics. In this paper, we conclude that social media are an alternative instrument to encourage a two-way communication channel between government and publics.

Suggested Citation

  • Mihaela PĂUN & Cristina COMAN, 2010. "The image of the public institutions and new technologies," Revista Romana de Jurnalism si Comunicare - Romanian Journal of Journalism and Communication, University of Bucharest, Faculty of Journalism and Communication Studies – Universitatea din Bucuresti, Facultatea de Jurnalism si Stiintele Comunicarii, issue 4, pages 45-53.
  • Handle: RePEc:foj:journl:y:2010:i:4:p:45-53

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    More about this item


    Image; social media; electronic PR; site; forum; Grunig; journalists.;

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising


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