Date of Award


Document Type

Master Thesis

Degree Name

Master of Arts


Media Communications

First Advisor

Emmett Coffey

Second Advisor

Gearóid Ó Súilleabháin


This thesis explores how the evolution of social media technologies are impacting on the Public Relations (PR) Industry in Ireland. It attempts to identify if social media has changed the landscape in which PR Practitioners work and if they believe it has changed the PR Industry in Ireland.

This study attempts to fill the gap in Public Relations research and literature and to merge the social media technologies with the existing Public Relations communication tools.

PR Practitioners recognise the need to embrace social media. However a clear gap exists in the PR industry in Ireland. While some have embraced the platform social media gives, many are still experimenting with these technologies and have not integrated them into their communications strategies.

Social media is a rapidly developing and influences the way we communicate both with each other and with organisations. Much research carried out on social media and Public Relations has focused on the benefits of social media as a marketing tool. This study will argue the impact of social media tools on Public Relations, going beyond the marketing element, and how to use and manage them.

It can be concluded that Irish PR practitioners are currently using social media technologies as a two-way symmetrical communication tool. The research shows that social media is changing how we interact with traditional media, but practitioners believe that traditional media will still play an important role in supporting social media.

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