scholarly journals Public relations in the digital era: New methods and tools

2020 ◽  
pp. 74-85
Author(s):  
Predrag Ristić ◽  
Sanja Čelik
Keyword(s):  
Social Networks ◽  
Public Relations ◽  
Dynamic Environment ◽  
Internet Technology ◽  
Direct Access ◽  
Web Pages ◽  
Quality Of Data ◽  
Accurate Identification ◽  
Quantum Leap ◽  
Evolutive Stage

The beginning of the 21st century marked an evolutionary "leap" in Internet technology - the transition from static web pages whose content was determined solely by their creator to dynamic, interactive user-created web pages and the emergence and proliferation of social networks as a special and multi-purpose cyber info-sphere.In such a new and dynamic environment, naturally the need for new ways of functioning of public relations has emerged, finding new approaches and methods that would successfully fit into the new digital environment and take advantage of all the newly created potential. This next evolutive stage of the Internet - Web 2.0 brought interactive access web-pages, blogs, social networks/media, targeted advertising and pod-casts have become new and vital fields of contemporary PR. The new interactive technologies have enabled not only more accurate identification of target groups but also direct access to the collection of unimaginable quantity and quality of data that describes not only groups but individuals as well. This quantum leap in knowledge of target audiences made possible more precise "tailoring" of messages for each of them, thus dramatically increasing the effectiveness of these messages. This paper will analyze the principles, functions and possibilities of modern digital public relations, the methods and tools for it`s application as well as practical examples.

scholarly journals Webs y portales de transparencia para la participación ciudadana en la gestión de las relaciones públicas con los stakeholders locales

2020 ◽  
Author(s):  
Pilar Paricio-Esteban ◽  
Teresa Bruno-Carlos ◽  
Elvira Alonso-Romeero ◽  
María P. García-Alcober
Keyword(s):  
Regression Analysis ◽  
Linear Regression ◽  
Public Relations ◽  
Linear Regression Analysis ◽  
Provincial Government ◽  
Web Pages ◽  
Autonomous Community ◽  
Stakeholder Relationships ◽  
Local Stakeholders ◽  
The Media

The aim of this research is to determine whether web pages and portals aimed at municipal transparency are in fact used as public relations tools directed at liaison with local stakeholders. The study focuses on the municipalities of the Autonomous Community of Valencia, using a methodology based on the InfoParticipa map via a content and regression analysis. Five main models of transparency web pages and portals were identified in this study, all showing, in general, a low level of compliance with transparency and participation indicators. The online site, although the most heavily used by the municipalities, was the model with the lowest levels of compliance. Separate websites or website sections, the model most widely used by municipalities with more than 50,000 inhabitants, greatly favor relations with citizens and local associations. In contrast, the media and participatory bodies are the stakeholders that are less well addressed from the perspective of public relations in the transparency web pages and portals adopting all the models. The results obtained by linear regression analysis show that independent websites and website sections are significant for the whole dataset. Nevertheless, for small municipalities, independent websites and the Diputación (provincial government) template are the most significant models. The latter model provides the opportunity to address stakeholder relationships for small municipalities that cannot afford to draw up their own designs. Resumen El objeto de la investigación es conocer si las webs y portales de transparencia municipales son utilizados como herramientas de Relaciones Públicas orientadas al diálogo con los públicos locales. Para ello, se ha realizado un análisis de contenido utilizando como base la metodología del Mapa InfoParticipa y un análisis de regresión, centrándose el estudio en los ayuntamientos de la Comunidad Valenciana. En el trabajo se han identificado 5 modelos predominantes de webs y portales de transparencia: web independiente, apartado en web, sede electrónica, plantilla de la Diputación provincial y plantilla del Gobierno de España. En todos los modelos se observa, en general, un bajo nivel de cumplimiento de indicadores de transparencia y participación. El modelo más utilizado por los ayuntamientos es la sede electrónica, siendo el que peores niveles de cumplimiento registra para todos los públicos. La web independiente y el apartado en el sitio web, que son las fórmulas más utilizadas en los ayuntamientos de más de 50.000 habitantes, favorecen más la relación con los ciudadanos y asociaciones locales. Los medios y los órganos de participación son los públicos menos atendidos desde una perspectiva de las Relaciones Públicas en todos los modelos. En el análisis de las regresiones lineales, se evidencia que la web independiente y el apartado en web son significativos en el conjunto de la población, junto con el primer modelo y las plantillas de la Diputación en ayuntamientos más pequeños. El uso de las últimas es una oportunidad para facilitar las relaciones con los stakeholders locales en los municipios de menos de 20.000 habitantes, que cuentan con menos recursos para la elaboración de diseños propios.

scholarly journals ‘Issues’ y ‘big data’ en la gestión de relaciones públicas. El caso de la implementación del nuevo sistema de tratamiento de residuos “Recuperando Valor” en Córdoba, Argentina

Tripodos ◽  
2021 ◽  
pp. 73-87
Author(s):  
Antonio Castillo-Esparcia ◽  
Alejandro Álvarez-Nobell ◽  
María Belén Barroso
Keyword(s):  
Social Networks ◽  
Big Data ◽  
Latin America ◽  
Public Relations ◽  
Analytical Models ◽  
Issues Management ◽  
Redes Sociales ◽  
Political Function ◽  
Toma De Decisiones ◽  
The Impact

El LCM 2016-2017 (Moreno et al., 2017) mostró el déficit en Latinoaméri­ca en el uso de big data para la toma de decisiones basada en issues; una de las grandes transformaciones actuales en relaciones públicas. El objetivo de esta investigación fue analizar el impacto de la implementación de estrategias de is­sues management y big data para el nuevo sistema de residuos de Córdoba (Argentina) —“Recuperando Valor”— durante diciembre 2018. Se analizaron más de 10.000 publicaciones en redes sociales mediante un sistema de aler­tas programadas (QSocial) por temas, actores, impactos y frecuencia a través de distintos modelos analíticos: Imagen de Gestión; Sentimientos; Preocupacio­nes Ciudadanas, Género, Humor Social y Valoraciones. Las organizaciones no solo comunican estratégicamente: son comunicación estratégica (Grandien y Johansson, 2016). Ello implica una función de dirección y asesoramiento (Zerfass y Franke, 2013) —o función política (Simões, 2001 inspirado en Matrat, 1971)—, atendiendo la opi­nión pública mediante la gestión de issues (Nothhaft, 2010). En la prácti­ca implica construir, administrar y mo­nitorear en tiempo real el desarrollo e impacto de un conjunto de temas que cobran relevancia en las distintas agen­das y por consecuencia en la producción de contenidos y la gestión de relaciones con los distintos públicos en función de sus intereses. Issues and Big Data in Public Relations Management. The Case of the Implementation of the New Garbage System Called “Recuperando Valor” in Córdoba, ArgentinaThe LCM 2016-2017 (Moreno et al., 2017) showed the deficit in the use of big data for making decisions based on issues in Latin America; this is one of the great transformations that we currently envision in public relations. The objec­tive of this research was to analyze the impact of the implementation of Issues Management and big data strategies for the new garbage system in Córdoba (Ar­gentina) —“Recuperando Valor”— du­ring December 2018. More than 10,000 publications on social networks were analyzed through a system of program­med alerts (QSocial) taking into accou­nt topics, actors, impact and frequency through different analytical models: measurement of Management Ima­ge; Feelings; Citizen Concerns, Gender, Social Humor and Evaluations. Orga­nizations not only communicate strate­gically: they are indeed strategic com­munication (Grandien and Johansson, 2016). This requires a management and advisory function (Zerfass and Franke, 2013) —or political function (Simões, 2001 as inspired by Matrat, 1971)—, considering public opinion through is­sues management (Nothhaft, 2010). In practice it involves building, managing and monitoring in real time the develo­pment and impact of a set of issues that become relevant in the different agendas and, consequently, in the production of contents and the management of rela­tions with the different stakeholders ba­sed on their interests.Palabras clave: issues, big data, rela­ciones públicas, ambiente, residuos en Argentina.Key words: issues; big data, public rela­tions, environment, garbage in Argen­tina.

scholarly journals Analysis of User Social Support Network in Online Tumor Community

2020 ◽  
Vol 5 (1) ◽  
pp. 184-194
Author(s):  
Hui Lin ◽  
Shijuan Li
Keyword(s):  
Social Support ◽  
Social Networks ◽  
Network Analysis ◽  
Personal Information ◽  
Internet Technology ◽  
Support Network ◽  
Social Support Network ◽  
Information Behaviors ◽  
The Social ◽  
Professional Health

AbstractWith the development of Internet technology, online health forums have become indispensable for people who seek non-professional health support. This research focuses on the content posted by cancer patients and their relatives in online health forums and social networks to raise the following research questions: What is the overall view of the social support network in the online tumor community? What are the information behaviors of the online tumor community in different identities of users? How users interact in this community and build this network of social support? What are the topics users would like to share and talk about? What kinds of users could be the key users in this community? Method: Using the post and comment data of the Oncology Forum of Tianya Hospital in 2019, combined with social network analysis and word co-occurrence network analysis, the following conclusions are obtained: (1) There are some central points in the overall social support network, and there are central users consistent with other social networks. (2) Positive users are more likely to comment on others, and it is easier to get others’ comments, while negative users are more likely to share personal information and do not want to participate more in social interaction. (3) Users focus on posting emotional and emotional content in content sharing. Information-based social support information. The social support experience that this type of information brings to users can be positive and negative. (4) The most active group in the patients’ online health community, followed by the patients’ children. (5) The relationship between users and patients is diverse and there are two types of singularity. Users with diverse relationships are more likely to be commented on, and they are more willing to comment on users who also have diverse relationships.

Emergent Ontologies by Collaborative Tagging for Knowledge Management

2013 ◽  
pp. 54-69 ◽  
Author(s):  
Weena Jimenez ◽  
César Luis Alvargonzález ◽  
Pablo Abella Vallina ◽  
Jose María Álvarez Gutiérrez ◽  
Patricia Ordóñez de Pablos ◽  
...  
Keyword(s):  
Social Networks ◽  
Knowledge Management ◽  
Data Management ◽  
Dynamic Environment ◽  
Information Resources ◽  
The Other ◽  
Specific Domain ◽  
Ontology Modeling ◽  
Web Information ◽  
Use Of Internet

The massive use of Internet and social networks leads us to a new dynamic environment with huge amounts of unstructured and unclassified information resources in continuous evolution. New classification, compilation, and recommendation systems based on the use of folksonomies and ontologies have appeared to deal with the requirements of data management in this environment. Nevertheless, using ontologies alone has some weaknesses due to the need of being statically modeled by a set of experts in a specific domain. On the other hand, folksonomies show a lack of formality because of their implicit ambiguity and flexibility by definition. The main objective of this chapter is to outline and evaluate a new way to exploit Web information resources and tags for bridging the gap between ontology modeling and folksonomies.

From Social to Business Networks

2012 ◽  
pp. 388-404
Author(s):  
Xenia Ziouvelou
Keyword(s):  
Social Networks ◽  
Social Space ◽  
Internet Technology ◽  
Mobile Technologies ◽  
Business Networks ◽  
Human Beings ◽  
Business Professionals ◽  
Key Characteristics ◽  
Business Approach ◽  
Social Entities

Internet technology has undoubtedly revolutionised our personal and business lives, however “the ‘killer application’ of the internet turns out to be other human beings” (Kang, 2000, p. 1150). The fusion of the computer and mobile technologies has created a World Wide Web of computer networks, which have brought about limitless opportunities for communication (Rheingold, 2002) and collaboration among social entities (Weaver and Morrison, 2008). Social networks, apart from facilitating user-to-user social interaction, can be seen as a very effective business approach for entrepreneurs, business professionals, and companies (Dimicco et al., 2009). In this chapter we present distinct aspects of networks. Initially, we describe and define social networks, emphasizing upon their key characteristics. Subsequently, we review the different network types and we proposed a holistic network taxonomy based on four distinct dimensions: network focus, network openness, network orientation, and social space. Finally, we examine the strategic perspectives of social networks for business actors, while focusing on organisational benefits and associated risks.

Examination of Effects of Competitive Strategies on the E-Commerce Companies in Terms of Achieving Sustainable Competitive Advantage

2021 ◽  
pp. 1419-1451
Author(s):  
Zafer Adiguzel
Keyword(s):  
Social Networks ◽  
Competitive Advantage ◽  
Business Models ◽  
Smart Phones ◽  
Web Pages ◽  
Sustainable Competitive Advantage ◽  
Competitive Strategies ◽  
Environmental Threats ◽  
The Impact ◽  
The Web

E-commerce brings companies and customers together in an exchange market environment, beyond any physical, cultural, and legal boundaries, and on an unimaginable scale, which was considered to be technically impossible before. The companies' online facilities have been improved and become accessible to everyone through smart phones, tablets, etc. as the web pages and social networks started to direct individuals towards e-commerce. E-commerce not only raises economic concerns related to competition and pricing, but also reveals new social and environmental threats that can be quite widespread and viral. Several studies have been conducted to examine the transformation of traditional business models into e-businesses, the impact of e-commerce businesses on traditional business activities, or opportunities brought by technological innovations. For this reason, the effects of the competitive strategies will be explained in terms of ensuring sustainable competitive advantage within e-commerce companies.

User Model of Personalized Search Engine for Product Design Based on Machine Learning

2011 ◽  
Vol 460-461 ◽  
pp. 747-753
Author(s):  
Ying Shi Kang ◽  
Hai Ning Wang
Keyword(s):  
Machine Learning ◽  
Product Design ◽  
Search Engine ◽  
Interaction Design ◽  
Hot Spot ◽  
Rapid Development ◽  
Web Design ◽  
Internet Technology ◽  
Web Pages ◽  
Personalized Search

With the rapid development of internet technology, focusing on the product design of individual users, emphasizing the interaction design for Web and improving the user experience have become an inevitable trend of Web design, and also the hot spot of the design of personalized search engine. This paper proposed an optimized algorithm for building user models for product design websites. In order to show the design dimensions of Web pages presented by a browser, a concept of freshness is presented in this algorithm. By analyzing the user behavior of browsing Web pages, the model was updated using methods of machine learning. At last, the performance and effectiveness of this algorithm was analyzed and estimated through the simulation experiment.

A Perspective of Evolution After Five Years: A Large-Scale Study of Web Spam Evolution

2014 ◽  
Vol 23 (02) ◽  
pp. 1441001 ◽  
Author(s):  
De Wang ◽  
Danesh Irani ◽  
Calton Pu
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Large Scale ◽  
Web Pages ◽  
Spam Filtering ◽  
Web Page ◽  
New Techniques ◽  
Web Spam ◽  
Classification Evaluation ◽  
Over Time

Identifying and detecting web spam is an ongoing battle between spam-researchers and spammers which has been going on since search engines allowed searching of web pages to the modern sharing of web links via social networks. A common challenge faced by spam-researchers is the fact that new techniques depend on requiring a corpus of legitimate and spam web pages. Although large corpora of legitimate web pages are available to researchers, the same cannot be said about web spam or spam web pages. In this paper, we introduce the Webb Spam Corpus 2011 — a corpus of approximately 330,000 spam web pages — which we make available to researchers in the fight against spam. By having a standard corpus available, researchers can collaborate better on developing and reporting results of spam filtering techniques. The corpus contains web pages crawled from links found in over 6.3 million spam emails. We analyze multiple aspects of this corpus including redirection, HTTP headers, web page content, and classification evaluation. We also provide insights into changes in web spam since the last Webb Spam Corpus was released in 2006. These insights include: (1) spammers manipulate social media in spreading spam; (2) HTTP headers and content also change over time; (3) spammers have evolved and adopted new techniques to avoid the detection based on HTTP header information.

scholarly journals A FACTORIAL ANALYSIS OF INFORMACION SOURCES THAT INFLUENCE UNIVERSITY CHOICE IN ALBANIA

2016 ◽  
Vol 4 ◽  
pp. 223-228
Author(s):  
Elfrida Manoku
Keyword(s):  
Public Relations ◽  
Selection Process ◽  
Dynamic Environment ◽  
Private University ◽  
Factorial Analysis ◽  
Marketing Communication ◽  
Sources Of Information ◽  
Public And Private ◽  
University Choice ◽  
University Selection

These days Higher Education Institutions (HEIs) in Albania are operating in a highly dynamic environment. The aim of this study is to examine the sources of information that influence the student’s selection between public or private university in Albania by identifying the role of marketing communication in this selection. The data was gathered through self-administered questionnaires in 17 public and private universities throughout Albania. The factorial analysis conducted using the evaluations from 28 different sources of information, concluded that mainly four factors influenced university choice. These were, public relations, advertising, reference groups and internet marketing. Most of the Albanian Universities need a better understanding of the entire process the prospective students undergo during their university selection process. They also should try adopting a new orientation in their marketing communication strategies based on the students’ need for information.

Sign in / Sign up

Export Citation Format

Share Document