Government communication in the digital age: Social media's effect on local government public relations

Using data collected from interviews with public information officers (PIOs) in local governments, this study explores the use and perceptions of social media as a communication tool. It specifically addresses how social media are used as a public relations function to promote democratic, participatory, and transparency models in government. Results indicate that social media are highly regarded as a beneficial communication tool for local governments. Four primary themes emerged from the data analysis: dialogue promotion, engagement, unconstrained, and barriers. The first three themes focus on the opportunities that social media provide PIOs to communicate with citizens and the fourth theme presents the challenges faced by local governments that utilize social media. The insights shared by PIOs in local governments are useful for public relations professionals and scholars to help them understand and apply social media practices to build relationships with citizens and enhance communication practices.