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SOCIAL MEDIA’S IMPACT ON PUBLIC RELATIONS AND HOW PROFESSIONALS ARE ADOPTING IN THE 21ST CENTURY

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The core objective of the research was to examine social media impact on public relations and how professionals are adopting in the 21st century. 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 professionals and its publics. Researcher adopts survey research method coupled with 100 copies of questionnaires that would be administered to one hundred respondents who would be drawn from Nigeria Institute of Public Relations (NIPR) Lagos office using accidental sampling technique. The data would be analysed and interpreted using simple statistics of frequency and percentage method with tables.  Findings shows that lots of PRs practitioners are more aware of the usefulness of social media while many are using social media especially Facebook, Twiter and Instagram for several PRs activities. It is recommended that PRs practitioners should create special unit (social media unit) to effectively manage all their social handles while social 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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