Proposal

The two-way symmetric communication is a component of excellence theory (Grunig, J. & Grunig, L. 2008). My research topic is the role that social media plays in organizations, to encourage two-way symmetrical communication.

Problem statement

The study will discuss how social media plays an effective role in two-way communication between organizations and consumers. Traditionally, organizations were finding it difficult to communicate with consumers and consumers could hardly understand what goes on in the organizations (Motion et al. 2015). The different social media platforms are making it possible for organizations to access and relate to everyday consumers. The social media platforms are encouraging a two-way symmetrical approach through opening up communication between the organizations and the public. The study will help to demonstrate how social media has greatly impacted and benefited organizations and consumers alike. Conducting this study will help people in different organizations to learn how to target their consumers better and create a beneficial relationship with the public.

Research question

1.      How do social media impact organizations?

2.      Do social media improve the relationship between an organization and the public?

3.      Do social media provide organizations the opportunity to implement symmetrical communication?

Research method

The study will use qualitative research method. The qualitative method is appropriate for this study as it studies the people’s behavior and response. Since the study aims at understanding how social media encourages symmetric communication, the qualitative method is the appropriate method as it strives for the attainment of in-depth comprehension of the subjects. The study will use interviews as a method of collecting data from professionals working in different organizations. With interviews, it will be possible to collect data that relates to this research topic.

Reference

Grunig, J. & Grunig, L. (2008). Excellence Theory in public relations: The Past, present, and future. In A. Zerfass, B. V. Ruler & K. Sriramesh (Eds.), Public relations research: European and international perspectives and innovations (pp. 327-347). Wiesbaden: VS Verlag.

Leitch, S Heath, R & Motion, J (2015). Social media and public relations. Routledge Publishing

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