Big Data and Public Relations. A literature review

Authors

DOI:

https://doi.org/10.26441/RC18.1-2019-A8

Keywords:

public relations, Big Data, data management and Communication

Abstract

The growing activity generated in digital communication platforms is raising new forms of relationship between organizations and their publics of interest. This has triggered, in turn, the production of a large amount of information, an explosion of data known as Big Data.

In this new context, there is a need to study how the management of this huge amount of information faced in public relations, which is constantly generated at high speed and which requires even real-time management.

In this work, we present a bibliographic review of the current state of research on the management of Big Data in Public Relations. The results showed a total 41 works. A content analysis of these works found that the activities of internal communications, media relations, crisis communications and issues management are the most related to massive data management.

 

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Author Biographies

  • Tatiana Pereira Villazón, Universidad de Navarra

    Master en Comunicación empresarial, Business/Corporate Communication por la Universitat de Barcelona IL3 y Doctoranda en Comunicación en la Universidad de Navarra

  • Idoia Portilla Manjón, Universidad de Navarra

    Doctora en Ciencias Económicas y Empresariales por la Universidad de Navarra y Profesora de Análisis de información e Investigación de Mercados y Estadística en la Facultad de Comunicación de la misma universidad

  • Natalia Rodríguez Salcedo, Universidad de Navarra

    Doctora en Comunicación por la Universidad de Navarra y Profesora de Introducción a las Relaciones Públicas, Historia de las Relaciones Públicas y Gestión de Asuntos Públicos en la Facultad de Comunicación de la misma universidad

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Published

2019-02-26

Issue

Vol. 18 No. 1 (2019)

Section

Papers

License

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This journal and its articles are published under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND 4.0), which allows users to: share, copy, and redistribute the material in any medium or format, provided that they: give appropriate credit, provide a link to the license, and indicate if changes were made; do not use our content for commercial purposes; and/or remix or transform the material.

How to Cite

Pereira Villazón, T., Portilla Manjón, I., & Rodríguez Salcedo, N. (2019). Big Data and Public Relations. A literature review. Revista De Comunicación, 18(1). https://doi.org/10.26441/RC18.1-2019-A8