Socially distributing public relations: Twitter, Haiti, and interactivity in social media

Social media and communication technology have shifted the power of communication from public relations practitioners to social media users who may not have a recognized role or defined interest in an organization. What results is a social model of public relations in which traditional public relations responsibilities are distributed to social media users, and which depends on interactivity, legitimacy, and a user's social stake. This study explores social public relations through a qualitative analysis of user involvement on Twitter regarding relief efforts to support Haiti following the 7.0 earthquake that hit Port-Au-Prince in January, 2010. This analysis of Twitter posts also expands understanding of interactivity online and demonstrates social media user fulfillment of public relations objectives. (C) 2010 Elsevier Inc. All rights reserved.