Should there be a global standard for social media communication by international public

relations professionals? Discuss

Introduction
Academic journals and academic debate on social media in public relations practice has been
happening more and more in recent years, as new emerging social media has taken the
organizational world by surprise. As stated by Engleberg and Wynn (2009, p. 339), we live in a
connected world where groups, businesses and society that can go virtual can justly affirm their
position as influential leaders in the wired and connected world.
The evolution of technology administers the rise in social media, which is constantly changing the
lifestyle and became a vital part of the way we work and communicate with others (Nelson, nd).
However, most public relations professionals have the belief that social media digital technology is a
radical and innovative drive that has a hand in changing the way that professionals and practitioners
contemplate public relations in the world today (Gruniq 2009, p. 1).
In addition to the evolution of social media in public relations practices, ideas and principles
concerning international public relations have also changed and expanded with the globalization of
the growth of social media, over time, the merger and the merger of the economy and the
emergence of multinational organizations (Newsom et al., 2000).
According to Culbertson and Chen (1996, p. 2), international public relations is "the practice of public
relations in an international and cross-cultural context", which aims to establish the support,
sympathy and friendship, as well as attaining of common interest according to the judgment and
approval of companies, government agencies and other public and it may well be "a necessary part
of doing business for the PR firm of the next century" (Ekeanyanwu et al, 2006;. Grunig, 1992).
Social media has completely changed the public relations profession over the years through the
growth of technology. Professionals are growing in terms of their duty and responsibility as
facilitators. They are taking on and performing new tasks in their organizations which can be thrilling
and challenging at the same time. When PR meets social media, PR professionals have the chance to
expand their practices.