Network Science: Its Role in Audience Analysis and Planning for “Buzz”
Professional Development Workshop Set 7
Tuesday, Oct. 16, 12:30–1:45 p.m.
Room: Golden Gate C2
Track: Measurement & ROI
Any practitioner’s dream is to have people advocate for their company and its products or services without prompting. This is the optimum view of “buzz” or word-of-mouth communication. In our wired world, traditional audience analysis that uncovers demographic, attitudinal and other dimensions is useful, but simply isn’t enough to measure buzz. Beyond traditional audience analysis methods is network analysis based on a relatively new field of network science.
- Understand the basics of network science and its implications on audience analysis.
- Uncover the real potential for channeling messages through target audiences' networks.
- Review example approaches of network analysis befitting public relations.
- Explore the fit of network analysis in strategic planning and evaluation.
Session Materials
Final Presentation
(Available to registered attendees only. )
Presenter
Peter M. Smudde, Ph.D., APR, is associate professor and coordinator of public relations at Illinois State University. He has 25 years of experience in planning, writing and editing a full range of public relations, marketing, executive and technical discourse for various companies in many industries. He also held an executive-level position in communications and worked in corporate, agency and entrepreneurial enterprises, ranging from General Motors Corp. to family-owned businesses.