Academic Research Potential for Automated Media and Information Metrics

An Agenda for Data-mining in Public Relations

By Clark L. Caywood
2005

The data mining potential of these new tools are creating new opportunities for professional use as well as academic research. Today’s massively rich databases represent nearly 100% sample size in terms of what the media are saying. The author believes this could advance the PR profession the way that economists flourished when reliable economic and demographic data became available.

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