Forty individuals from the American Red Cross were interviewed to explore the use of social media in communicating with key publics. Results show that practicing public relations through social media is effective and necessary in the emerging digital age, as shown through the Red Cross’ development of a two-way dialogue with younger constituents, the media, and the community. This two-way dialogue has been accomplished primarily through Twitter and Facebook, with barriers such as lack of staff and time, and opportunities to improve National Headquarters and local chapter relations. Cross collaboration and networking pdf insights shared by the American Red Cross are useful for both public relations scholars and professionals to help them understand and apply social media practices to build strong, lasting relationships.
The Red Cross uses social media to build relations with volunteers, community and media. Social media’s two-way dialogue creates faster service, media coverage, and feedback. The Red Cross’ social media exhibits dialogic principles, communality and control mutuality. Barriers to use social media are staff, time, managing content and publics’ abilities. Check if you have access through your login credentials or your institution.
The group published its first set of guidelines in June 2004. Guidelines, originally called “DLNA CVP-2 Guidelines. 25,000 different device models had obtained “DLNA Certified” status, indicated by a logo on their packaging and confirming their interoperability with other devices. It was estimated that by 2017 over 6 billion DLNA-certified devices, from digital cameras to game consoles and TVs, would be installed in users’ homes. Sony established the DLNA in June 2003 as the Digital Home Working Group, changing its name 12 months later, when the first set of guidelines for DLNA was published. Home Networked Device Interoperability Guidelines v1.
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DLNA Device Classes from two to twelve” and an increase in supported user scenarios related to the new product categories. Examples include TVs, stereos and home theaters, wireless monitors and game consoles. Content doesn’t stream from or through the DMC. Wi-Fi enabled digital cameras and smartphones. Examples include mobile phones and portable music players.