Publication Date

Spring 2014

Abstract

This study examines the use of social media in a public relations firm considering employees from different generations. The research explores how generational differences affect the use of social media in a public relations firm, if employees perceive that it is important for organizational leaders to push their employees to use social media outlets and if conflict arises as a result of employees resisting to use social media in the workplace. Both participant observation and qualitative interviewing were used in the process of this study. The study was looked at through the lens of organizational culture theory, as it helped to explain the way the office worked and how their particular culture played into their use of social media. This study provided results that show, unlike previous research indicates, there are members of the older generations who are willing to use and are excited about using social media as a tool in the public relations field.

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Document Type

Student Project

Included in

Communication Commons

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