Online Public Relations: Use of Website and Social Media by State PSUs in Odisha

Communication is a core function in public relations. Most of the definitions of Public Relations highlight the importance of Communication in Public Relations. Managing communication activities is the major responsibility of public relations practitioners. The internet has the biggest impact on Communication, both channels, and process. It has increased the efficiency, interactivity, and reach of communication (Haig, 2000). This, in turn, has also significantly influenced Public relations. Use of internet and interment enabled communication platforms has made a significant impact on communication between organizations and their various stakeholders as well as within the organization. Websites and Social Media are two integral parts of Online Public Relations used by organizations across the world. The study aims at understanding the use of internet-enabled communication platforms by State-owned Public Sector Units in Odisha. Using Content Analysis method, the study analyses websites and social media accounts of all the ‘working' PSUs of the Odisha Government. The Study finds that more than half of the State PSUs have a corporate website but their presence in social media platforms is very low. The PSUs are far behind in use of the website and social media for their communication and public relations activities. Most of the PSUs fail in including Kent and Taylor's (1998) principles of dialogic communication in their website and social media. The interactivity and two-way communication opportunity provided by websites and social media are hardly used by the PSUs.