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Uncertainty Reduction Theory URT suggests that uncertainty is anegative an unpleasant condition This negativity motivates individualscompanies and organizations to gather information in an effort to reduceuncertainty Berger 1975 Facebook is a social network phenomenon thathas permeated all over the world Facebook allows users to gatherinformation The concept of Facebook as intended by its creatorsembodies the URT Because it encourages its users to reveal largeamounts of personal information this social media site is an excellentsource of information that can be used to reduce uncertainty Antheunis2009 Organizations can employ the URT to Facebook to cultivaterelationships with stakeholders This practice can be supported byseveral public relations theories The deployment of a strategy that uses URT and Facebook inherentlyadopts a form of two-way symmetrical public relations through thestrategies for gathering information URT suggests three basic ways togather information passive strategies active strategies andinteractive strategies Berger 1975 As people gather information in aneffort to decrease uncertainty the interactive strategies lead todirect communication As James Grunig noted in his 2006 articleFurnishing the Edifice Ongoing Research on Public Relations as aStrategic Management Function public relations adds to this valuewhen it uses symmetrical communication to develop and cultivaterelationships with strategic publics Grunig 2006 URT and Facebookare the tools that public relations practitioners utilize when engagingin symmetrical communication The results are the relationships thatdevelop Technology advances at an alarming rate Organizations that do notutilize multiple forms of media to communicate with their publics willfall behind The use of technology is important in organization-publicrelationships because organizations must rely on a variety of differentcommunications media to maintain relationships effectively andefficiently Hansen-Horn 2007 p52 Facebook is a social network ontrack to reach a billion users Organizations that employ the URT has avehicle manage relationships as well as to be represented in a form ofnew media The use of URT and Facebook would by definition be Integrated MarketingCommunications IMC IMC companies continuously evaluate how they canmake customers feel that they are openly initiating the communicativeexchange while at
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