In the past decade, corporate used to sustain their business through traditional media by using advertising and company event as informative purpose to approach their audience to know more about their company. Through having developed a relationship with audiences over the course of many decades, traditional media became a trusted source that how audience used to recognize corporate company. The technological advancement of the 21st century has revolutionized the business environment in such a way that corporate communication has been migrated from offline into online (Quainoo & Antwi 2015, p.37). Public relations are no longer just stay in office send press release or focus more on paper work, now they will need to change their pitching all the way from battleground to social media as to approach more people to their corporate. Public relations will continue to transform, and the changes you see are monumental. In PR career means that job scope of handling communications in the public spotlight because of the increasing use of social media (Breakenridge 2012, p.1). However, there are lots of public relations have poor communication skills to engage with their public due that there are too many things that they need to handle to manage such as criticism comment towards company, less follower on social media and others.
In a corporate company, public relations will need to know how to communicate with their public strategically. In the past decade, public relations need to have a good writing skills just like the piece of paper telling their public a story of their company. With the evolution of technology era, public relations will also need to know how to handle social media as to build up their brand reputation and also communicate with their customers. A good PR communication is all about deliver a message as to gain allies, advocates, supporters and others in the community and the institution as build relationships to advance, promote, and benefit the reputation of you yourself, your department and institution (APS Physics 2017). Communication plays a vital role in effective public relations. It’s very important to communicate between both parties so that both organizations are on the same page. The message that is being sent out must impact the consumer behavior of the customers so that they become loyal to the brand. Communication needs to have a strong influence on the target market for them to remain loyal to that brand or organization (Prescription PR 2017). Often PR is used to mitigate or reduce the effects of unfavorable publicity and it is an important and very flexible marketing communications element. It can be used both within and outside the organisation, although many feel that it is an external marketing tool, with the firm trying to communicate with a range of external publics in order to create a positive impression in people’s minds (Chand 2017).
Social media no longer design just for people to connect with their friends and family, currently there are lots of company use social media channel such as Facebook, Instagram, Twitter, LinkedIn and Youtube for corporate communication to reach large number of people and maintain relationships with all their publics and stakeholders (Raj, Joseph & S 2015, p.59). With the current trend, most of the company use Facebook as their main social media channel to engage with their public. People use Facebook to stay in touch with friends and family, to explore what is going on in the world, and to share and express what matters to them (Quainoo & Antwi 2015, p.37). Besides that, nowadays a company’s reputation, brand image, success or failure all depends on the image built by the company in social media and also their own performance in the globalised market system. However the future of PR and corporate communication depends on how well communication professionals learn and adapt new technologies and practices (Breakenridge 2012).
Therefore, this research attempts to find out how a corporate company use social media such as Facebook and Instagram to communicate with their public. Through this research researcher will get to learn how Concert Management Company use Facebook and Instagram to execute their PR communication skill and how effective will it be. Researcher will also study that what are the ways that a corporate company to approach and engage with their public. The purpose of research is to understand and study how corporate manage to handle their PR communication by using social media with their public. For this purpose, researcher will study on Concert Management Company such as StarPlanet, Galaxy Group, IME Asia and others concert management company with considerable as they communicate with their public every day and also has investigated for understanding the level of usage of social media channel by corporate.