East European think tanks in social media – towards the model of evaluation of effective communication/PR strategies: Case study analysis

Antonio Castillo-Esparcia ^[1] ; Ana Almansa-Martínez ^[1] ; Emilia Smolak-Lozano ^[1]
1. [1] Universidad de Málaga
  
  Universidad de Málaga
  
  Málaga, España
Localización: Catalan journal of communication & cultural studies, ISSN 1757-1898, Vol. 7, Nº. 2, 2015 (Ejemplar dedicado a: Public Relations: Communication, engagement and dialogue), págs. 231-250
Idioma: inglés
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Resumen
- Taking into account the recent development of social media and its impact on PR practice among different organizations, this study aims to examine and assess the performance of PR practice think tanks in social media. The major focus is on social media application to their PR strategies and general output and outcomes of this implementation. The study is based on a case study method combined with triangulated techniques of data analysis and collection. The sample is formed by the selected East European think tanks. The study applies free of charge eTools for digital communication measurement in order to detect the value of the presence and activity in various social networks. The objective of the study is to examine whether East European think tanks apply 2.0 communication and to determine the best practices with their corresponding values in order to present a benchmark for such organiza- tions in this area of digital space.