Pr Audience On The Use Of Integrated Sns Website

SNS is the third tide of the process of Internet. It is a net that based on the demands of human, which is the real "net of human". By this Internet service, people can form a real circle of friends, to share information with them and to get feedback from their friend effectively. This thrilling Internet tool has become the most popular one during recent years in the field of Internet.The practitioner of public relations will try his best to use every efficient way to communicate. Thus, the appearance of SNS provide public relations practitioners a new area to plan and conduct their activities. SNS is based on the demands of human, therefore, it pays much attention on relationship of human .And for public relations, the motivation is to form harmonious relationship with public. Thus in this research, writer combines SNS and public relations from the aspect of audience research. When choosing SNS to do this research, writer chose Kaixin.com, which is the most representative one of domestic SNS nets.During the process of research, writer used uses and gratification approach as the theoretical foundation to make 5 hypotheses then to prove them by questionnaire survey analysis. The conclusions are as follows: 1,Audience use SNS voluntarily for this medium can satisfy their needs;2audience has the potentiality and activity to use SNS conducting public relations campaign; 3Public relations campaign that conducted on the platform of SNS can be accepted much easier by audience;4Audience's attitude toward SNS is determined by the gratification scale given by SNS;5Audience of SNS are more active during public relations campaign.