A study from the University of Missouri suggests PR staff should monitor Twitter and other social media during a crisis in order to segment sub-publics that tend to share a common response to the crisis even if they’re not connected in any way other than working in the same field, such as law, medicine, or athletics. In a press release, the University explains researchers in the School of Journalism point out that knowing how these sub-publics are reacting can help with more targeted messaging. Of course, there’s no reason to limit the findings of the study to crisis situations.
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July 25, 2016
Inside PR 450: Post Ghost vs. Twitter