Public relations in the age of data

Corporate perspectives on social media analytics (SMA)

Bibliographic Data

ID21696095
AuthorsKathy R Fitzpatrick (0000-0002-3126-2295, University of South Florida), Paula L Weissman (0000-0002-5718-1565, American University)
Year2021
Volume25
Issue4
Pages401-416
Publication date2021-11-05
Open AccessYes
TypeARTICLE
VenueJournal of Communication Management (JOURNAL)
Journal identifiersISSN: 1363-254X • E-ISSN: 1478-0852
PublisherEmerald (PUBLISHER)
DOI10.1108/jcom-09-2020-0092
OpenAlexW3171869391
LanguageEN
Citations received9
References cited19

Purpose The aim of this study was to understand how public relations leaders view and use social media analytics (SMA) and the impact of SMA on the public relations function. Design/methodology/approach The research involved in-depth interviews with chief communication officers (CCOs) from leading multinational corporate brands. Findings The findings revealed that although CCOs perceive social media analytics as strategically important to the advancement of public relations, the use of social media data is slowed by challenges associated with building SMA capacity. Theoretical and practical implications – The research extends public relations theory on public relations as a strategic management function and provides practical insights for building SMA capabilities. Originality/value The study is among the first to provide empirical evidence of how companies are using social media analytics to enhance public relations efforts

Analytics · Business · Corporate social responsibility · Data science · Empirical research · Multinational corporation · Originality · Political science · Public relations · Public value · Qualitative research · SMA · Social media · Social media analytics · Social science · Sociology · Computer Science · Corporate Identity and Reputation · Digital Marketing and Social Media · Public Relations and Crisis Communication

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