Public Relations on Social media : A qualitative study on PR agencies effective communication process

Background: The technological development has made it possible for organizations and companies to communicate directly to the target group without any restrictions in time and place. Through social media, a new communication process has been developed and it is now possible to communicate directly with society through their own media. The PR industry has become increasingly digitalized and the traditional one-way communication has evolved into communication between two parties, furthermore, this has contributed to the fact that people can engage in a completely different way today. Purpose: The aim of this study is to generate an understanding of PR agencies communication process on social media and how they determine the extent of their effectiveness. Methodology: The study is of qualitative research strategy with a deductive research approach. To answer the questions, the empirical material has been collected through semi-structured interviews with seven selected PR agencies in Stockholm. Conclusions: The results of the study show that all PR agencies work with the communication model where two-way communication is a central part. How they work with the communication process differs depending on the size of the agency. The results also show that the larger PR agencies apply the measurement tools to determine the extent of effectiveness, while the smaller PR agencies apply lesser reports, analyzes variables, and through feedback