How public relations agencies in Greece respond to digital trends

Webometri̇k Siralama Si̇stemi̇ndeki̇ Üni̇versi̇teleri̇n Kurumsal Başarilari İle Facebook Popüleri̇teleri̇ Arasinda Bi̇r İli̇şki̇ Var Midir? Türk Üni̇versi̇teleri̇ni̇n Bütünsel Örneği̇

“…Therefore, the number of social media tools users are increasing by applying ethical rules on social media. Organization's adoption of social media tools (SMT) to achieve PR works through social media channels and factors that impact organizations' adoption of social media tools (SMT) is a study field for a few researchers (Triantafillidou & Yannas, 2014;Valentini & Kruckeberg, 2012;Waters, Burnett, Lamm & Lucas, 2009;Willis, 2015;Xifra & Huertas, 2008). These studies have aimed to understand the essential factors that increase social media tools usage and reveal how organizations can be successful while adopting social media tools to carry out public relations activities.…”

Exploring market-oriented relations in the digital era

“…For example, practitioners used social media, or social networking sites, to establish and maintain relationships with stakeholders (e.g. Kelleher and Sweetser, 2012;Triantafillidou and Yannas, 2014). The prominent usage of digital media has significant effects on organizational practices, particularly in the fields of public relations (e.g.…”

“…In relation to interactivity, the interactivity of social media may benefit both the organization and its stakeholders (Papasolomou and Melanthiou, 2012). Triantafillidou and Yannas (2014) identified 12 key benefits of digital media usage as perceived by public relations practitioners. These benefits can be categorized into three dimensions, namely business intelligence, clients' profitability and corporate communications management.…”

“…These benefits can be categorized into three dimensions, namely business intelligence, clients' profitability and corporate communications management. Business intelligence means the use of social media for conducting research targeting at clients' publics (Triantafillidou and Yannas, 2014). Clients' profitability refers to the role of social media in various domains such as enhancing clients' sales and reputation, achieving communication goals and reducing clients' communication costs (Triantafillidou and Yannas, 2014).…”

Agencias de comunicación en España en la encrucijada digital. Prácticas, perspectivas y visión de futuro

“…Sin embargo diez años después, tras la eclosión de la web 2.0, la comunicación móvil y los medios sociales, las agencias de comunicación afrontan nuevas necesidades de comunicación vinculadas a la influencia 2.0, la reputación online, la creación y combinación de estrategias tradicionales y online, y la generación de contenidos para los nuevos canales (Aced-Toledano, 2013). Los profesionales valoran positivamente la importancia de los medios sociales en su práctica profesional (Alikilic;Atabek, 2012;Triantafillidou;Yannas, 2014). Estudios recientes han detectado el progresivo declive de las relaciones informativas como buque insignia de su cartera de servicios en favor de los servicios de comunicación digital (Buil-Gazol; Rodríguez-Salcedo, 2017; Míguez-González; Costa-Sánchez; Túñez-López, 2019).…”