Data-Driven Public Relations Research

Taylor & Francis

Data-Driven Public Relations Research21st Century Practices and Applications\nAuthor(s): Jim Eggensperger, Natalie Redcross\nFormat: Hardback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9781138717060, 978-1138717060\nSynopsis\nThe public relations industry is undergoing a revolution in using data to define promotional programs, to measure influence and to address the needs of clients with more precision than ever. Applying tools that range from online surveys to social-media listening to applying big data with sophisticated algorithms, todays PR professionals are data-driven in virtually everything they do. \n\nData-Driven Public Relations Research is the first book for PR students and practitioners to offer an overview of these new practices as well as a glimpse into the future of these new applications, including \""big data\"" and some of the applications from real-world PR campaigns and strategic planning. It includes contemporary cases involv.