Reassessment of Audience in Public Relations Industry: How Social Media Reshape Public Relations Measurements

Surin Chung, Harsh Taneja

Abstract


The growing adoption of social media in PR practice has provided opportunities for newer audience measurements and contributed to cultivating newer conceptions of their audience. This study conducts a historical textual analysis of articles in PR Week US to establish the conception. The analysis maps the structural transformation of the field that has guided the PR industry’s reconceptualisation of their audiences from the quantity of media placements to the quantity and the quality of behavioural outcomes.

Keywords


PR measurement; social media; institutional effective audience; output measurement; outcome measurement

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The University of Newcastle
ISSN - 1839-8227