Premium Essay

The Rspca and the Use of Social Media for Public Relations Purposes

In:

Submitted By cmiller90
Words 1927
Pages 8
The use of Social Media channels for public relations purposes has become increasingly popular in recent years; organisations use a variety of channels in order to effectively communicate with their publics. The NSW RSPCA demonstrates how a not-for-profit organisation can utilise several social media channels to successfully enhance and maintain their reputation as well as relating with their publics. The methods in which the NSW RSPCA uses social media to connect with their publics can be correlated with several public relations theories; Maslow’s Hierarchy of Needs, two of Grunig’s four Public Relations models – Public Information and Two-Way Symmetrical models, the Diffusion of Innovation Theory and the Social Learning Theory are just a few of the theories that can be applied to the use of social media for Public Relations purposes by the NSW RSPCA.

The NSW Royal Society for the Prevention of Cruelty to Animals (RSPCA) was founded in Sydney in 1873. The organisation receives less than 2% funding from the government, therefore relying on donations and fundraisers to effectively maintain their 40 shelters (RSPCA NSW, nd). The RSPCA have embraced the new age technology of social media, and combine their integral website with several social media channels (digitalbusiness.gov.au, 2012 [3]), the most popular of which being Facebook, Twitter and YouTube, which as of July 2013 the organisation had over 54, 000 ‘likes’ on Facebook (RSPCA NSW Facebook, nd), over 6, 000 ‘followers’ on Twitter (RSPCA NSW Twitter, nd) and over 150 subscribers and over 100, 000 channel views on YouTube (RSPCA NSW YouTube, nd).
Social Media has been defined as a “collection of web based outlets that allow individuals or companies to create a public or semi public profile which allows the user to gather a list of followers with whom to share information with” (Reynolds C, nd). This new

Similar Documents

Premium Essay

Stakeholder Analysis: a Reference

...Type and Status (Internal draft, Final Technical or Project report, Manuscript, Manual, Software) Project final report Summary The aim of the report was to review and evaluate methods for stakeholder mapping. The report intended to explore applications in biosecurity risk management, and to recommend potentially fruitful direction for testing methods that might improve the efficiency of stakeholder interactions. The report reviews a range of options and outlines in detail the definition and identification of stakeholders, and procedures for mapping influence and interest. It uses a workshop run by ACERA on volume of trade to illustrate the basic features of these methods. The report concludes by discussing the merits and weaknesses of the mapping approaches. It recommends their use to improve the efficiency of interactions and to improve transparency of process. ACERA Use only ACERA Use only ACERA Use only Received By: ACERA / AMSI SAC Approval: ACERA / AMSI SAC Approval: Date: Date: Date: Australian Centre of Excellence for Risk Analysis Page 1 of 55 Stakeholder mapping for effective risk assessment and communication; ACERA Project 06/09 Dr Jane Gilmour; ACERA Associate Professor Ruth Beilin, University of Melbourne Review; April 2007 Australian Centre of Excellence for Risk Analysis Page 2 of 55 Stakeholder mapping for effective risk assessment and communication Acknowledgements This report is a product of the Australian Centre of Excellence...

Words: 19867 - Pages: 80

Premium Essay

Pr Cases

...Public Relations Cases This collection of contemporary international public relations case studies is an invaluable resource for teachers, researchers and students working in public relations, corporate communications and public affairs, as well as offering practitioners an indepth understanding of the effective use of public relations in a range of organizational contexts. Including cases from the UK, Norway, Sweden, Spain, South Africa, Canada and the USA, with a focus on such global corporations as Shell, BBC America, Worldcom, PriceWaterhouseCoopers and Marks & Spencer, it offers important insights into the development of public relations and communications strategies. These include: • • • • • • • • Corporate identity change and management Global reputation management Crisis management in the oil, shipping and tourism industries Developing strategic alliances between voluntary and private sector organizations Public relations support for international branding and market entry The importance of internal communications during international mergers The integration of public relations and marketing communications Business-to-business communication The cases examined in this book demonstrate the breadth of contemporary public relations practice and the increasing importance of the public relations function in both public and private sector organizations worldwide. Danny Moss is Co-Director of the Centre for Corporate and Public Affairs at the Manchester Metropolitan University...

Words: 107599 - Pages: 431

Premium Essay

Imc Planning

...MARKETING COMMUNICATIONS To Caroline, Arthur, Dan and Becky MARKETING COMMUNICATIONS JOHN EGAN Australia G Canada G Mexico G Singapore G Spain G United Kingdom G United States Marketing Communications John Egan Publishing Director John Yates Production Editor Lucy Mills Typesetter Newgen, India Text Design Design Deluxe Ltd, Bath, UK Publisher Jennifer Pegg Manufacturing Manager Helen Mason Production Controller Maeve Healy Printer Rotolito Lombarda S.p.A. Italy Development Editor Tom Rennie Marketing Executive Leo Stanley Cover Design www.mulcaheydesign.co.uk Copyright © 2007 Thomson Learning The Thomson logo is a registered trademark used herein under licence. For more information, contact Thomson Learning High Holborn House 50-51 Bedford Row London WC1R 4LR or visit us on the World Wide Web at: http://www.thomsonlearning.co.uk This edition published 2007 by Thomson Learning. All rights reserved by Thomson Learning 2007. The text of this publication, or any part thereof, may not be reproduced or transmited in any form or by any means, electronic or mechanical, including photocopying, recording, storage in an information retrieval system, or otherwise, without prior permission of the publisher. Every effort has been made to trace all the copyright holders, but if any have been inadvertently overlooked the publisher will be pleased to make the necessary arrangements at the first opportunity. Please contact the...

Words: 39131 - Pages: 157

Free Essay

Gov and Pol

...Edexcel AS Politics Edexcel AS Politics ExamBuster 2009 Introduction to Unit 1- People and Politics Understanding the Examination and Exam Technique Choosing your questions In this unit you are presented with four questions. They are of equal value and each question covers one of the four sections of the specification. These are: Democracy and political participation Party policies and ideas Elections Pressure groups There is no significance to the order in which questions appear. Each question is divided into three sections (a), (b) and (c). When choosing which questions to do, the following principles are recommended: It is almost certain that you will be better off choosing your strongest question to do first. You should choose questions on the basis of how well you can answer the section (c) part. The (c) part carries 25 of the 40 marks available for the whole answer. Do not choose a question simply because you can do part (a) especially well. The (a) question is only worth 5 marks. It would be illogical to choose your strongest (a) part if you cannot do well on section (c). If you cannot decide between several (c) parts, i.e. you can do more than one equally well, make your choice on the basis of part (b) which carries 10 marks. But remember, it is the (c) parts that will determine most what your overall mark will be. So, when you first look at the exam paper, look at the (c) sections first. Assessment Objectives Each question is divided into three sections,...

Words: 51996 - Pages: 208

Free Essay

Research for Reform

...Statistics + Services + Reform 08 Fall 08 Fall RESEARCH – EMILY RUSSELL 1. DEFINITION OF MARRIAGE - MARRIAGE ACT 1961 (Cth) (s 5); Hyde v Hyde; s 43(a) FLA) * 4 ELEMENTS: Marriage means the union of a man and a woman to the exclusion of all others voluntarily entered into for life * Men and women… without any limitation due to race, nationality or religion have a right to marry and found a family…entitled to equal rights…(Article 16; UDoHR) 2. RESTRICTIONS AS TO MARRIAGE * S 88E – Cannot marry overseas (same sex) and return and legally register marriage (Marriage Act) 3. ELEMENTS OF MARRIAGE * Dwelling under the same roof, sex, mutual society and protection, recognition of marriage in public and private relationships (Todd and Todd) 1. ONE and ONE woman – monogamous mature (serial polygamy is permitted – remarriage after a former marriage has been dissolved) i. S 6 FLA – Polygamous relationships entered outside of Australia, shall be deemed to be a marriage when changing domicile to Australia 2. HETEROSEXUAL (Corbett v Corbett) 3. FOR LIFE 4. VOLUNTARILY ENTERED INTO 4. LEGAL IMPLICATIONS OF MARRIAGE * Entitled to certain rights and owe legal responsibilities a) DETERMINE “TRUE SEX” i) CORBETT AND CORBETT a. Chromosomal: XY Male b. Gonadal: Male (testicles prior to operation c. Genital: Male (prior to...

Words: 26001 - Pages: 105

Free Essay

Management

...Beginning a Life in Australia Welcome to Australia English DIAC12/01138.11 The Beginning a Life in Australia booklet is produced by the Department of Immigration and Citizenship (DIAC) and is published online at www.immi.gov.au/living-in-australia/settle-in-australia/beginning-life It is recommended that you view the booklet on a computer as it contains links to many websites that provide additional information. The booklet is reviewed and released annually and is available in PDF format. If you would like to provide comments or suggestions about the Beginning a Life in Australia booklet you can complete the online feedback form on the department’s website at www.immi.gov.au/contacts/forms/services/services-form.htm Note: If you wish to speak to a government department or non-government organisation and you need the assistance of an interpreter, ring the Translating and Interpreting Service (TIS National) on 13 1450 during business hours, which are generally 9.00 am to 5.00 pm. Ask TIS National to set up a three-way conversation between you, one of their interpreters and the organisation you wish to speak with. See Chapter 2, Help with English for more information about TIS National. Telephone numbers: Telephone numbers beginning with 1800 are free calls if you ring from a private telephone and cost the same as a local call if you ring from a payphone. Numbers beginning with 13 or 1300 are charged at local call rates. Some 1300 and 1800 numbers can be used only from...

Words: 30477 - Pages: 122

Premium Essay

Relationship Marketing

...Relationship Marketing RELATIONSHIP MARKETING Theory and Practice edited by Francis Buttle Manchester Business School .M.. raul Chapman rublishin3 Ltd p·C·p Selection and editorial material Copyright © 1996, F. Buttle All other material © as credited. All rights reserved Paul Chapman Publishing Ltd A SAGE Publications Company 6 Bonhill Street London EC2A 4PU Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act, 1988, this publication may be reproduced, stored or transmitted, in any form or by any means, only with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms of licences issued by the Copyright Licensing Agency. Inquiries concerning reproduction outside those terms should be sent to the publishers at the abovementioned address. British Library Cataloguing in Publication Data Relationship marketing: theory and practice 1. Marketing 2. Customer relations 1. Buttle, F. 658.8'12 ISBN 1 85396 313 5 Typeset by Dorwyn Ltd, Rowlands Castle, Hants. Printed and bound in Great Britain DEFGH 3210 Contents Pref ace List of contributors VII IX 1 . Relationship marketing Francis Buttle 2 . Supply-chain relationships Gary Davies 3 . Principal-agent relationships Neil Carruthers 1 17 29 40 55 74 91 1 04 118 131 145 159 4 . Business-to-business relationships Pete Naude and...

Words: 59328 - Pages: 238

Free Essay

Child Labour

...with a Yashmak Who betrayed Jesus to the Romans Which animal lays eggs On television what was Flipper Who's band was The Quarrymen Which was the most successful Grand National horse Who starred as the Six Million Dollar Man In the song Waltzing Matilda - What is a Jumbuck Who was Dan Dare's greatest enemy in the Eagle What is Dick Grayson better known as What was given on the fourth day of Christmas What was Skippy ( on TV ) What does a funambulist do What is the name of Dennis the Menace's dog What are bactrians and dromedaries Who played The Fugitive Who was the King of Swing Who was the first man to fly across the channel Who starred as Rocky Balboa In which war was the charge of the Light Brigade Who invented the television Who would use a mashie niblick In the song who killed Cock Robin What do deciduous trees do In golf what name is given to the No 3 wood If you has caries who would you consult What other name is Mellor’s famously known by What did Jack Horner pull from his pie How many feet in a fathom which film had song Springtime for Hitler Name the legless fighter pilot of ww2 What was the name of inn in Treasure Island What was Erich Weiss better known as Who sailed in the Nina -...

Words: 123102 - Pages: 493