Paper Title
Audence Preferences of Old & New Media in Public Relations Practices of Coca-Cola PLC and Nigeria Breweries PLC.
Keywords
- Public Relations
- Media
- Practice
- Preference
- Audience
- Organizations.
Journal
International Journal Research Publication Analysis
Research Impact Tools
Publication Info
Volume: 2 | Issue: 1 | Pages: 1-36
Published On
February, 2026
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Abstract
The use of media in pulic relations is paramount and unavoidable.But while practicing public relations, the PR managers should always considier their audience as well as their preferred medium of engagement.This paper therefore,examined,explored and interogated the audience preferred meida and medium in public relations engagement of Coca-Cola PLC and Nigeria Breweries PLC, both located at Ikeja, Lagos state.The theories used were Media Dependecy Theory and Technological Determinism Theory.The survey method was adopted because of its efficency and accurency, using quantitative and qualitative approach.The design helped to extract primary data.The population of Ikeja residence was put at estimated 3,106.281 within the age of 18 to 40 years, while the sample size of 400 respodents was arrived at using Taro Yamane formula.This study established that despite the fact that social media and other new media were the audience preference of PR engagement of both organizations, traditional media like television, radio and news prints are still relevant in PR practice and should be modified to harmonize with the digital media. At the end, the researcher recommended that public relations managers or consultants should always watch and monitor the trend and always try to carry their audience along as regards to their choice of media in its public relations practice.
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