Big Data and Public Relations. A literature review
DOI:
https://doi.org/10.26441/RC18.1-2019-A8Keywords:
public relations, Big Data, data management and CommunicationAbstract
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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References
Benítez-Eyzaguirre, L. (2016). Análisis de la recomendación entre iguales en la reputación online de las organizaciones. El profesional de la información, 25(4), 652-660. http://dx.doi.org/10.3145/epi.2016.jul.15
Beyer, M. & Laney, D. (2012). The Importance of 'Big Data: A Definition. Gartner, G00235055.
Boyd, D. & Crawford, K. (2012). Critical questions for Big Data: Provocations for a cultural, technological, and scholarly phenomenon. Information, Communication y Society, 15(5), 662–679. doi: 10.1080/1369118X.2012.678878
Bustamante, A., B., y Guillén A., S. (2017). Un acercamiento al Big Data y su utilización en comunicación. Mediaciones Sociales, 16, 115-134. http://dx.doi.org/10.5209/MESO.58112
Broom, G. y Sha, B.L. (2013). Effective Public Relations (9a.ed.). Boston: Pearson. Cutlip and Center´s.
George, G., Haas, M.R. & Pentland, A. (2014). Big data Management. Academy of Management Journal. 57(2), 321-326.
Gideon, F. (2013). Useful information. PrWeek. 16(10), 38-42. Recuperado de https://www.prweek.com/article/1274489/measurement-roundtable-useful-information,
Cobertt, H. & Docherty, J. (2016). Managing Change in the Public Relations Industry: The Impact and Potential of Big Data. (Master Thesis).
Cutlip, S., Center, A. & Broom, G. (2001). Relaciones Públicas eficaces. Barcelona: Gestión 2000.
Chartred Institute of Public Relations (CIPR) edited Waddington, S. (2013). Share This Too: More Social Media Solution for PR Professionals. Jhon Wiley & Sons.
Chen, H., Chiang, R. & Storey, V. (2012). Business intelligence and analytics: From big data to big impact. MIS Quarterly, 36(4), 1165–1188.
Choi, M.W. (2015). The Customized Public Policy PR Strategy in Big Data Era. Indian Journal of Science and Technology, 8(23), 1-8.
Davenport, T. H., Barth, P. & Bean, R. (2012). “How ‘Big Data’ is different” MIT Sloan Management Review. Recuperado de https://sloanreview.mit.edu/article/how-big-data-is-different/
Gandomi, A. & Haider, M. (2015). Beyond the hype: Big data concepts, methods, and analytics. International Journal of Information Management, 35(2), 137-144. https://doi.org/10.1016/j.ijinfomgt.2014.10.007
Gartner Research (2012). Recuperado de https://www.gartner.com/doc/2100215?ref=mrktg-srch
Grimmer, J. & Stewart, B.M. (2013). Text as data: The promise and pitfalls of automatic content analysis methods for political texts. Political Analysis, 21(3), 267–297. doi:10.1093/pan/mps028
Holtzhausen, D. (2016). Datafication: threat or opportunity for communication in the public sphere? Journal of Communication Management, 20(1), 21-36. https://doi.org/10.1108/JCOM-12-2014-0082
Johnson, D. (2013). Big Data = Big Business: Put Social Media Analytics Into Action. Marketwired. Recuperado de http://www.marketwired.com/press-release/big-data-big-business-put-social-media-analytics-into-action-presented-marketwired-1806309.
Kajander, L. & Sivard, E. (2015). Size matters? En kvalitativ studie kring hur bid data förstås inom fältet PR. Recuperado de https://www.lunduniversity.lu.se/lup/publication/5463867
Kent, M & Saffer, A. (2014). A Delphi study of the future of new technology research in public relations. Public Relations Review, 40, 568-576. https://doi.org/10.1016/j.pubrev.2014.02.008
Kerlinger, F. N. & Lee, H. B. (2000). Foundations of behavioral research (4th ed.). New York: Holt, Rinehart & Winston.
Klewes, J.; Popp, D. & Rost-Hein, M. (2017). Out-thinking Organizational Communications: The Impact of Digital Transformation. Switzerland: Springer.
Laing, A. (2013). Slow down and smell Data. Journal of Professional Communication, 3(1), 197-200.
Martin, D. (2014). Mining the future of PR. The Conference Board Review, 82-83.
Martin, I. (2007). Retos de la comunicación corporativa en la sociedad del conocimiento: de la gestión de información a la creación de conocimiento organizacional. Signo y Pensamiento, 51(XXV), 52-67. Recuperado de http://www.redalyc.org/articulo.oa?id=86005106
Mcmahon, R. (2015). Surveillance and Privacy in the Digital Age: A Primer for Public Relations. Graduate Theses. Pensilvania. Arcadia Universty. Recuperado de Scholars Work Arcadia.
Orozco, J. A. y Ferre, C. (2012). Los índices de reputación corporativa y su aplicación en las empresas de comunicación. III Congreso Asociación Española de Investigación de la Comunicación. Tarragona, 1-19. Recuperado de http://www.aeic2012tarragona.org.
Parks, M. (2014). Big data in communication research: its contents and discontents. Journal of Communication, 64(2), 355-360. https://doi.org/10.1111/JCOM.12090
Puyol, J. (2015). Aproximación jurídica y económica al Big Data. Valencia: Tirant Lo Blanch.
Rockland, D. (2014). Integration: a look ahead to 2015. Public Relations Tactics, 21, 7. Recuperado de https://www.apps.prsa.org
Roderick, J. (2013). How to demystify the power of Big Data. PrNews. Recuperado de http://www.prnewsonline.com/how-to-demystify-the-power-of-big-data/
Shahin, S. (2016). A Critical Axiology for Big Data Studies. Palabra Clave, 19(4), 972-996. doi: 10.5294/pacla.2016.19.4.2
Shilina, M. & Levchenko, V. (2014). Big Data, Open Data, Linked Data, Metadata in PR: Current models in the transformation of theory and practice. Mediaskop, 1, 16-16. Recuperado de http://www.mediascope.ru/en/big-data-open-data-linked-data.
Stacks, D. W. (2017). Primer of Public Relations Research. Third edition. New York: The Guilford press.
Swinson, M. & Woliansky, A. (2014). Big data is coming and it’s getting personal. Governance Directions, 66, 340-344. Recuperado de https://search.informit.com.au/documentSummary;dn=407960089332896;res=IELAPA> ISSN: 2203-4749.
Tapscott, D. & Williams, A. (2007). Wikinomick: la nueva economía de las multitudes inteligentes. Barcelona: Paídos.
Terentyeva E.I., Morbakh E.S. & Vozgrina A.V. (2016). Methods of Using Big Data for PR-tasks. Nauka-Rastudent. 3(27). http://nauka-rastudent.ru/27/3333/
Van Der Meer, T. (2016). Automated content analysis and crisis communication research. Public Relations Review,42, 952-961. https://doi.org/10.1016/j.pubrev.2016.09.001
Wang, H.; Xu, Z.; Fujita, H. & Liu, S. (2016). Towards felicitous decision making: An overview on challenges and trends of Big Data. Information Sciences, 1-19. https://doi.org/10.1016/j.ins.2016.07.007
Weinner, M. & Kochhar, S. (2016a). Irreversible: The Public Relations Big Data Revolution. IPR Measurement Commission. Recuperado de http://www.instituteforpr.org/wpcontent/uploads/IPR_PR-Big-Data-Revolution_3-29.pdf
Weinner, M. & Kochhar, S. (2016b). On the Horizon. Unleashing the Power of Big Data in Public Relations. Public Relations Strategist, 22, 12-13. Recuperado de http://www.apps.prsa.org
Wiencierz, C. & Röttger, U. (2017). The use of big data in corporate communication. Corporate Communications. An International Journal, 22(3), 258-272. https:// doi.org/10.1108/CCIJ-02-2016-0015
Wichels, S. (2014). Nuevos desafíos en Relaciones Públicas 2.0. La creciente influencia de las plataformas de online review en Turismo. Revista internacional de relaciones públicas, 7(4), 197-216. http://hdl.handle.net/10630/7928
Xifra, J. (2014). Manual de relaciones públicas e institucionales (2a. ed.). Madrid: Tecnos.
Yanik, A. & Göztaş, A. (2015). Big data systems, business intelligence and public relations. Journal of International Social Research, 8, 822-826.
Beyer, M. & Laney, D. (2012). The Importance of 'Big Data: A Definition. Gartner, G00235055.
Boyd, D. & Crawford, K. (2012). Critical questions for Big Data: Provocations for a cultural, technological, and scholarly phenomenon. Information, Communication y Society, 15(5), 662–679. doi: 10.1080/1369118X.2012.678878
Bustamante, A., B., y Guillén A., S. (2017). Un acercamiento al Big Data y su utilización en comunicación. Mediaciones Sociales, 16, 115-134. http://dx.doi.org/10.5209/MESO.58112
Broom, G. y Sha, B.L. (2013). Effective Public Relations (9a.ed.). Boston: Pearson. Cutlip and Center´s.
George, G., Haas, M.R. & Pentland, A. (2014). Big data Management. Academy of Management Journal. 57(2), 321-326.
Gideon, F. (2013). Useful information. PrWeek. 16(10), 38-42. Recuperado de https://www.prweek.com/article/1274489/measurement-roundtable-useful-information,
Cobertt, H. & Docherty, J. (2016). Managing Change in the Public Relations Industry: The Impact and Potential of Big Data. (Master Thesis).
Cutlip, S., Center, A. & Broom, G. (2001). Relaciones Públicas eficaces. Barcelona: Gestión 2000.
Chartred Institute of Public Relations (CIPR) edited Waddington, S. (2013). Share This Too: More Social Media Solution for PR Professionals. Jhon Wiley & Sons.
Chen, H., Chiang, R. & Storey, V. (2012). Business intelligence and analytics: From big data to big impact. MIS Quarterly, 36(4), 1165–1188.
Choi, M.W. (2015). The Customized Public Policy PR Strategy in Big Data Era. Indian Journal of Science and Technology, 8(23), 1-8.
Davenport, T. H., Barth, P. & Bean, R. (2012). “How ‘Big Data’ is different” MIT Sloan Management Review. Recuperado de https://sloanreview.mit.edu/article/how-big-data-is-different/
Gandomi, A. & Haider, M. (2015). Beyond the hype: Big data concepts, methods, and analytics. International Journal of Information Management, 35(2), 137-144. https://doi.org/10.1016/j.ijinfomgt.2014.10.007
Gartner Research (2012). Recuperado de https://www.gartner.com/doc/2100215?ref=mrktg-srch
Grimmer, J. & Stewart, B.M. (2013). Text as data: The promise and pitfalls of automatic content analysis methods for political texts. Political Analysis, 21(3), 267–297. doi:10.1093/pan/mps028
Holtzhausen, D. (2016). Datafication: threat or opportunity for communication in the public sphere? Journal of Communication Management, 20(1), 21-36. https://doi.org/10.1108/JCOM-12-2014-0082
Johnson, D. (2013). Big Data = Big Business: Put Social Media Analytics Into Action. Marketwired. Recuperado de http://www.marketwired.com/press-release/big-data-big-business-put-social-media-analytics-into-action-presented-marketwired-1806309.
Kajander, L. & Sivard, E. (2015). Size matters? En kvalitativ studie kring hur bid data förstås inom fältet PR. Recuperado de https://www.lunduniversity.lu.se/lup/publication/5463867
Kent, M & Saffer, A. (2014). A Delphi study of the future of new technology research in public relations. Public Relations Review, 40, 568-576. https://doi.org/10.1016/j.pubrev.2014.02.008
Kerlinger, F. N. & Lee, H. B. (2000). Foundations of behavioral research (4th ed.). New York: Holt, Rinehart & Winston.
Klewes, J.; Popp, D. & Rost-Hein, M. (2017). Out-thinking Organizational Communications: The Impact of Digital Transformation. Switzerland: Springer.
Laing, A. (2013). Slow down and smell Data. Journal of Professional Communication, 3(1), 197-200.
Martin, D. (2014). Mining the future of PR. The Conference Board Review, 82-83.
Martin, I. (2007). Retos de la comunicación corporativa en la sociedad del conocimiento: de la gestión de información a la creación de conocimiento organizacional. Signo y Pensamiento, 51(XXV), 52-67. Recuperado de http://www.redalyc.org/articulo.oa?id=86005106
Mcmahon, R. (2015). Surveillance and Privacy in the Digital Age: A Primer for Public Relations. Graduate Theses. Pensilvania. Arcadia Universty. Recuperado de Scholars Work Arcadia.
Orozco, J. A. y Ferre, C. (2012). Los índices de reputación corporativa y su aplicación en las empresas de comunicación. III Congreso Asociación Española de Investigación de la Comunicación. Tarragona, 1-19. Recuperado de http://www.aeic2012tarragona.org.
Parks, M. (2014). Big data in communication research: its contents and discontents. Journal of Communication, 64(2), 355-360. https://doi.org/10.1111/JCOM.12090
Puyol, J. (2015). Aproximación jurídica y económica al Big Data. Valencia: Tirant Lo Blanch.
Rockland, D. (2014). Integration: a look ahead to 2015. Public Relations Tactics, 21, 7. Recuperado de https://www.apps.prsa.org
Roderick, J. (2013). How to demystify the power of Big Data. PrNews. Recuperado de http://www.prnewsonline.com/how-to-demystify-the-power-of-big-data/
Shahin, S. (2016). A Critical Axiology for Big Data Studies. Palabra Clave, 19(4), 972-996. doi: 10.5294/pacla.2016.19.4.2
Shilina, M. & Levchenko, V. (2014). Big Data, Open Data, Linked Data, Metadata in PR: Current models in the transformation of theory and practice. Mediaskop, 1, 16-16. Recuperado de http://www.mediascope.ru/en/big-data-open-data-linked-data.
Stacks, D. W. (2017). Primer of Public Relations Research. Third edition. New York: The Guilford press.
Swinson, M. & Woliansky, A. (2014). Big data is coming and it’s getting personal. Governance Directions, 66, 340-344. Recuperado de https://search.informit.com.au/documentSummary;dn=407960089332896;res=IELAPA> ISSN: 2203-4749.
Tapscott, D. & Williams, A. (2007). Wikinomick: la nueva economía de las multitudes inteligentes. Barcelona: Paídos.
Terentyeva E.I., Morbakh E.S. & Vozgrina A.V. (2016). Methods of Using Big Data for PR-tasks. Nauka-Rastudent. 3(27). http://nauka-rastudent.ru/27/3333/
Van Der Meer, T. (2016). Automated content analysis and crisis communication research. Public Relations Review,42, 952-961. https://doi.org/10.1016/j.pubrev.2016.09.001
Wang, H.; Xu, Z.; Fujita, H. & Liu, S. (2016). Towards felicitous decision making: An overview on challenges and trends of Big Data. Information Sciences, 1-19. https://doi.org/10.1016/j.ins.2016.07.007
Weinner, M. & Kochhar, S. (2016a). Irreversible: The Public Relations Big Data Revolution. IPR Measurement Commission. Recuperado de http://www.instituteforpr.org/wpcontent/uploads/IPR_PR-Big-Data-Revolution_3-29.pdf
Weinner, M. & Kochhar, S. (2016b). On the Horizon. Unleashing the Power of Big Data in Public Relations. Public Relations Strategist, 22, 12-13. Recuperado de http://www.apps.prsa.org
Wiencierz, C. & Röttger, U. (2017). The use of big data in corporate communication. Corporate Communications. An International Journal, 22(3), 258-272. https:// doi.org/10.1108/CCIJ-02-2016-0015
Wichels, S. (2014). Nuevos desafíos en Relaciones Públicas 2.0. La creciente influencia de las plataformas de online review en Turismo. Revista internacional de relaciones públicas, 7(4), 197-216. http://hdl.handle.net/10630/7928
Xifra, J. (2014). Manual de relaciones públicas e institucionales (2a. ed.). Madrid: Tecnos.
Yanik, A. & Göztaş, A. (2015). Big data systems, business intelligence and public relations. Journal of International Social Research, 8, 822-826.
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