Optimizing Strategic Communication Through Social Media: The Roles of Public Relations Leaders and Multidisciplinary Team

DOI

10.2991/978-94-6463-756-4_4How to use a DOI?

Keywords

social media; strategic communication; public relations; engagement; PR strategies

Abstract

Social media and public relations (PR) work in synergy, with PR strategies shaping the tone and messaging of social media interactions, while social media platforms serve as key channels for distributing PR content. Together, they enable organizations to maintain a consistent and cohesive digital presence, strengthening audience engagement and enhancing overall impact. This study investigates the role of social media in influencing strategic communication within organizations. Using a qualitative research approach, interviews were conducted with respondents from government and corporate organizations in Klang Valley. The findings indicate that social media content is closely monitored by major institutions, such as the Ministry of Rural and Regional Development (KKLW), and that organizations integrate social media into their strategic planning. However, effective leadership is essential in optimizing social media for information dissemination, collaboration, brand visibility, and stakeholder engagement. As social media continues to evolve, it is becoming an increasingly significant force in the business sector, reshaping how organizations interact with clients, establish their brands, and drive economic growth. This study underscores the importance of strategic leadership in leveraging social media to enhance organizational communication and effectiveness.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Aida Zuliyana Ahmad Anuar
AU  - Norhafezah Yusof
AU  - Romlah Romli
AU  - Nan Zakiah Megat Ibrahim
AU  - Aida Suhana Abd Hamid
PY  - 2025
DA  - 2025/05/29
TI  - Optimizing Strategic Communication Through Social Media: The Roles of Public Relations Leaders and Multidisciplinary Team
BT  - Proceedings of the 9th International Conference on Communication and Media (i-COME 24)
PB  - Atlantis Press
SP  - 28
EP  - 45
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-756-4_4
DO  - 10.2991/978-94-6463-756-4_4
ID  - Anuar2025
ER  -