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Social media newsrooms in public relations: a conseptual framework and corporate practices in three countries

Zerfass, Ansgar; Schramm, Dana Melanie
Journal article, Peer reviewed
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URI
http://hdl.handle.net/11250/277820
Date
2014
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  • Scientific articles [1357]
Original version
Public Relations Review, 40(2014)1: 79-91   10.1016/j.pubrev.2013.12.003
Abstract
The rise of social media in organizational settings has opened up new horizons for strategic

communication. However, there are also drawbacks. Arguably the most important one is

increased complexity. Many communication departments use a multitude of platforms ranging

from corporate websites, campaign microsites and blogs to services like Facebook, Twitter, and

the like to communicate with stakeholders. Social Media Newsrooms (SMNRs) have been

introduced as instruments to reduce this complexity. The basic idea is straightforward: SMNRs

aggregate social media content provided by the organization and/or thematic content about the

organization and its key issues from several platforms in one place. Although SMNRs have been

used in public relations practice around the world since the concept was first introduced in 2007,

empirical evidence is still missing. This paper closes the research gap by a) introducing SMNRs

from a conceptual perspective based on a literature review, b) exploring opportunities and

challenges for strategic communication, c) researching empirical manifestations and modes of

usage by corporations in three major international markets (United States, United Kingdom,

Germany) based on a comprehensive content analysis of the 600 largest companies and 2,045

2

affiliated brands and subsidiaries, and d) explaining implications for the practice of public

relations.
Description
This is the authors' accepted and refereed manuscript to the article
Publisher
Elsevier
Journal
Public Relations Review

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