Patterns, Practices and Social Media Engagement of Public Relations: A Comparative Study between Government and Corporate Organizations of Bangladesh

Authors

  • Sadman Sakib Mass Communication and Journalism Discipline, Khulna University, Khulna-9208, Bangladesh
  • Farzana Tasnim Pinky Mass Communication and Journalism Discipline, Khulna University, Khulna, Bangladesh
  • Mehedy Hassan Razib Mass Communication and Journalism Department, Bangladesh University of Professionals, Dhaka, Bangladesh

DOI:

https://doi.org/10.53808/KUS.2024.21.02.1022-ss

Keywords:

Public Relations, Communication, Government Organizations, Private Organizations.

Abstract

The emerging and impactful nature of growing concern over public relations in Bangladesh is remarkable, still, a dearth of studies analyzing its methods and trends is evident. This study is designed to find the patterns and practices of public relations in the government and corporate organizations of Bangladesh. The study has followed both quantitative and qualitative approaches using content analysis and Key Informant Interview (KII) methods for data collection. Content has been collected from six months of social media data (Facebook page) of two public organizations which are Khulna University and Bangladesh Bank, and two private organizations Northern University of Business and Technology and City Bank. Subsequently, the acquired data underwent rigorous analysis employing the Statistical Package for the Social Sciences (SPSS) software. The researcher interviewed three key persons who are responsible public relations professionals of prominent public and corporate organizations. The study revealed that the means of communication and patterns and practices are quite similar in both public and private organizations. However, with a significant difference, the corporate sector is performing better in social media engagement due to a major difference in feedback-giving and audience engagement evolution. In response to the comments made on social media pages, government organizations did not provide any feedback whereas corporate organizations replied to a significant number, almost one-third of the comments. This indicates that the corporate sector outperforms audience engagement. The discussions from the Key Informant Interview portrayed both organizations using email as a formal way to communicate internally and externally along with WhatsApp, Zoom, and Google Meet. Finally, an evident relationship observed between organizations and giving posts on their social media page is sustained.

Downloads

Download data is not yet available.

References

Ali, H. M. (2017). Using public relations in organizing activism against gender-based violence in Bangladesh: A study of NGOs (Doctoral dissertation, Griffith University Australia)

Bengtsson, M. (2016). How to plan and perform a qualitative study using content analysis. NursingPlus open, 2, 8-14.

Berelson, B. (1952). Content analysis in communication research.

Bhati, D. A. (2012). Role of Public Relations for Effective Communications in NGOs. International Journal of Scientific Research, 2(11), 338–340. https://doi.org/10.15373/22778179/nov2013/107

Biswas, A., & Talukder, M. U. (2023). Data journalism in health reporting in Bangladesh: Pattern of practices, impediments and preparations for journalists. Khulna University Studies, 195-205. https://doi.org/10.53808/kus.si.2023.icssi85-ss

Broom, G. M., & Sha, B.-L. (2013). Cutlip and Center’s effective public relations (11th ed). Pearson.

de Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of Brand Posts on Brand brookmFan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83–91. https://doi.org/10.1016/j.intmar.2012.01.003

Eckstein, M. (2022) Social Media Engagement: Why It’s Important and How To Do It Well - The Buffer Blog, Buffer Library. Available at: https://buffer.com/library/social-media-engagement/

Fostering Brand Reputation and Consumer Engagement: The Role of Public Relations in the FMCG Industry - Newspatrolling.com. (2023). Newspatrolling.com - News Cum Content Syndication Portal Online. https://newspatrolling.com/fostering-brand-reputation-and-consumer-engagement-the-role-of-public-relations-in-the-fmcg-industry/ Habib, M. A., & Sudhangshu, S. R. (2012). Examining Perceptions about Public Relations: A Study among Communication Scholars and Public Relations Practitioners in Bangladesh. Asia Pacific Public Relations Journal, 13(1), 45–55.

Haigh, M. M., Brubaker, P., & Whiteside, E. (2013). Facebook: Examining the information presented and its impact on stakeholders. Corporate communications: An international journal, 18(1), 52-69.

Hanusch, F., & Tandoc Jr, E. C. (2019). Comments, analytics, and social media: The impact of audience feedback on journalists’ market orientation. Journalism, 20(6), 695-713.

He, T., & Tian, Z. (2015). Government-Oriented Corporate Public Relation Strategies in Transitional China. Management and Organization Review, 4(3), 367-391. https://doi.org/10.1111/j.1740-8784.2008.00119.x

Kader, M.T. (2021) in Jonosongjog. Dhaka: Bangladesh Institute of Journalism and Electronic Media.

Nabi, D. I. G. M. M. (2013). Police-public relations: Confidence building for law enforcement in Bangladesh. NDC E-JOURNAL, 12(2), 135-156.

Osswald, A. (2019). Public relations as a complex decision-based practice. Public Relations Inquiry, 8(3), 265–279. https://doi.org/10.1177/2046147x19870279

Public Relations - Banglapedia. (2022). Retrieved 22 June 2022, from https://en.banglapedia.org/index.php/Public_Relations

Public Relations. (2021). Banglapedia National Encyclopedia of Bangladesh. Retrieved 18 June 2021 from https://en.banglapedia.org/index.php/Public_Relations#:~:text=One%20of%20the%20important%20PR,by%20the%20government%20of%20Pakistan

Scherr, A. (2016). Thomas Jefferson's Image of New England: Nationalism Versus Sectionalism in the Young Republic. McFarland.

SI, S. (2015). Social Media and Its Role in Marketing. Business and Economics Journal, 07(01). https://doi.org/10.4172/2151-6219.1000203

Volk, S. C. (2016). A systematic review of 40 years of public relations evaluation and measurement research: Looking into the past, the present, and future. Public Relations Review, 42(5), 962-977.

Waters, R. D., Burnett, E., Lamm, A., & Lucas, J. (2009, June). Engaging stakeholders through social networking: How nonprofit organizations are using Facebook. Public Relations Review, 35(2), 102–106. https://doi.org/10.1016/j.pubrev.2009.01.006

Downloads

Published

18-12-2024

How to Cite

[1]
S. Sakib, F. T. Pinky, and M. H. Razib, “Patterns, Practices and Social Media Engagement of Public Relations: A Comparative Study between Government and Corporate Organizations of Bangladesh”, Khulna Univ. Stud., pp. 305–315, Dec. 2024.

Issue

Section

Social Sciences

Similar Articles

1 2 3 4 5 6 7 8 9 10 > >> 

You may also start an advanced similarity search for this article.