Communication in the Digital Age: A Systematic Review of the Function of Social Media Adoption in Public Relations Practice

Abstract

The Social media provides many ways to communicate through its features. It is very relevant to public relations, which organizes organizational communication activities. This research aims to explain the function of social media adoption in public relations (PR) practice using the Systematic Literature Review (SLR) method. A total of 19 literatures were reviewed to answer the research questions. The literatures were retrieved using the help of ScienceDirect, VosViewer, and Mendeley. The results show that adopting social media in public relations serves crisis communication management, building organizational relationships with the public, strengthening public engagement, and Corporate Social Responsibility (CSR) communication. From the analysis and synthesis of selected literatures, the researchers conclude that adopting social media in the public relations business process provides benefits. The results of this study are expected to be a study material for future research to explore the other side of social media adoption that has the potential to bring risks that can become problems in public relations practice.