New media is a trending innovation, and its impact, when applied by organisations in media relations activities, is a contemporary issue. The impact of new media on every social and non-social ramification is remarkable. This research work is guided by Technological determinism and the Diffusion of Innovation theories; the study adopted the survey method of research with a well-structured questionnaire as a data collection instrument; findings show that both public and private organisations adopt new media technologies operations. The study concludes that new media in media relations cannot be overlooked since public relations practitioners' use of new media tools in public and private organisations is beneficial. It has improved the maintenance of a cordial relationship between organisations and their public through the quick dissemination of information to the journalist and the public. The study recommends that organisations, especially public organisations, encourage the use of new media among their public relations staff.
Vol. 1, No 1, pp. 44-50.