Emotional Burnout as the Result of Using of Electronic Communication in Russian PR-Agencies
19th International Conference on Behavioural and Cognitive Therapies (ICBCT),Nov 29 - 30, 2017, Melbourne, Australia.
Posted: 30 Nov 2017
Date Written: November 21, 2017
Abstract
The paper is devoted to analysis of problem of emotional burnout as the result of using of electronic communication in Russian PR-agencies. We concentrated on the of the important human factor in activity of Russian PR-agencies. We made sociological investigation of 50 managers and employees of Russia PR-agencies (St. Petersburg). The main research method is semi-structured interview. The sample method is snowball technique. According to the 65% of PR-managers electronic communication, which physically reduces personal interaction, can also cause the problem of emotional exhaustion and burnout of employees. This problem appears as the result of lack of social interaction. Employees must face the problem of multidimensional measurements in order to follow the trend of electronic communication. They should pay more attention to mastering a new tool. They also have to interpret each message in a very short time, because the purpose of electronic messages is to shorten the delivery time of information. 76% of PR-managers think that employees cannot express any emotional problems in the virtual world. At this stage, each employee remains with their own work and problem. There is no room for exchange and empathy between employees and managers. Emotional resources of employees become exhausted. According to 64% of respondents, active using only electronic messages lead to emotional exhaustion. We made the conclusion that electronic communication can be the factor of emotional exhaustion. Management has to resolve emotional problems by wide using of personal contacts and personal communications.
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