المجلة الدولية للاتصال الاجتماعي
Volume 9, Numéro 4, Pages 06-23
2022-12-31
The Use Of Big Data In Strategic Communication For Public Relations In Public And Private Sector Companies In Saudi Arabia: Survey Study
Authors : Dr. Haytham Mohammed Youssef Younis .
Abstract
The revolution brought by big data has evolved the way organisations used to operate. The implication of big data is potentially significant in strategic communication for public relations. It helps PR professionals in developing an understanding and manages the massive amount of data. Big data provides the professional of PR with an opportunity to make a decision based on evidence by analysing the past trends rather than making decisions that are solely based on intuitions and guesswork. The current research paper dives deeper into the values, benefits, challenges and risks that are associated with the adoption of big data in public relations to achieve strategic communication. The research paper covers Saudi Arabia’s public and private companies to analyse the utilize of big data in strategic communication for improving public relations. A sample of 100 PR practitioners within Saudi Arabia’s private and public companies are included in the research. The paper answers multiple questions regarding the implementation of big data and its extent in Saudi Arabia. The research paper bridge the literature gaps as most of the studies highlighted the European practitioners’ perspective regarding big data and its applications. However, the research paper shed light on the perspective of Saudi Arabia’s practitioners regarding big data advantages, challenges, risks and application.
Keywords
BIG DATA - ; STRATEGIC COMMUNICATION ; PUBLIC RELATIONS
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