Abstract

PEREIRA VILLAZON, Tatiana; PORTILLA MANJON, Idoia  and  RODRIGUEZ SALCEDO, Natalia. Big Data and Public Relations: A literature review. Revista de Comunicación [online]. 2019, vol.18, n.1, pp.151-165. ISSN 1684-0933.  http://dx.doi.org/10.26441/RC18.1-2019-A8.

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.

Keywords : public relations; Big Data; data management; Communication.

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