Building relationships with the faithful: examining church communicators perceptions of social media influencers in their OPR strategy. Issue 4 (4th July 2021)

• Record Type: Journal Article
• Authors: Golan, Guy; Morehouse, Jordan; English, Ashley E.
• Is Part Of: Journal of public relations research. Volume 33:Issue 4(2021)
• Page Start: 250
• Page End: 266
• Publication Date: 2021-07-04
• Subjects: Social media -- organization public relationships -- social media influencers -- church communications -- religious public relations -- devotional-promotional communication; Public relations -- Periodicals; Public relations -- Research -- Periodicals; 659.205
• DOI: 10.1080/1062726X.2021.2011729
• Languages: English
• ISSNs: 1062-726X

Abstract

ABSTRACT: The current study investigates how Church communicators perceive the role of social media platforms and influencers in their overall stakeholder engagement strategy. Building upon the Organization-Public Relationship (OPR) body of literature, we conducted 13 in-depth interviews with public relations professionals at megachurches throughout the United States. Findings reveal a reliance on one-way communication strategies to build relationships that shifted two-way communication as congregations prioritized digital connections due to the COVID-19 pandemic. We also found that Church communicators understand the concept of social media influencers differently than their corporate communicator peers to also include influence on another's spiritual beliefs and well-being.