CHALLENGES OF DIGITAL PUBLIC RELATIONS AMONG PUBLIC RELATIONS PRACTITIONERS FOR BRAND’S REPUTATION MANAGEMENT: NIPR OSUN AND ONDO STATE CHAPTER
Abstract
The increasing availability of digital media has affected the overall practice of Public Relations. This study examined the challenges of digital Public Relations among Public Relations practitioners for brand’s reputation management in south-west Nigeria. This study explored the reasons Public Relations practitioners were not able to fully utilise the enormous benefits of using social media in managing brand’s reputation. It also suggested ways that the practitioners could make use of social media in managing brand’s reputation. The study identified the strategies Public Relations practitioners use in managing brand’s reputation on social media platforms and the benefits of social media in managing brand’s reputation. In-depth interview method was used to examine the challenges in the use of digital Public Relations among Public Relations practitioners for brand’s reputation management in both NIPR Osun and Ondo States Chapters. This study recommended that Public Relations practitioners should implement technology innovative strategies for managing brand’s reputation.
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