How web 2.0 and social media are changing public relations practitioners' work: A qualitative study

This study employs a qualitative study with forty-three in-depth interviews, to explore the perceptions of 20 public relations executives working in digital interactive agencies on the use of web 2.0 and social media in communication practice of Public Relations, and the adoption of online interactivity within their communication strategies. The study took place in four countries: Cyprus, Greece, Romania and Malta. The results highlight the serious challenges these practices post to organisations, and identify internal and external factors that affect the day-to-day communication practices and decision-making processes. It concludes that the communication sector perceives the current context as a great opportunity for growing and consolidating the strategic conception of marketing and public relations.