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PROSPECTS OF SOCIAL MEDIA ON THE PRACTICE OF PUBLIC RELATIONS IN NIGERIA

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The study investigated the prospects of social media on the practice of public relations in Nigeria using public relations practitioners in Lagos state. Basically, the use of social media has increased among consumers around the world, causing an increase in the adoption of social media as tactics and means of sharing information and interactions among many public relations professional. The study was anchored on Grunig and Hunt Public Relations Model and Technology Determinism. Survey research method while questionnaire was adopted as data collection instrument to elicit response from respondents within NIPR in Lagos. The study employed simple random sampling technique within the NIPR Lagos. The data collected were analysed and interpreted using descriptive statistics (frequency and percentage). The research showed that public relations practitioners feel that social media and traditional media work together more than against each other and they interchangeably influence one another. Social media are effective tools for communicating and redistributing news from traditional media sources. Also, time spent using social media is very minimal. It was recommended that social media or new media should form part of curriculum for undergraduates in mass communication and public relations in particular this will equip them for digital practice.

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