Big Data Helps Manage Public Relations Crises

Today, the Source Grand team attended the lunch sharing session of the Hong Kong Public Relations Professionals' Association (PRPA). Dr. Angus Cheong, Chief Data and Research Consultant of uMax Data, and Dr. Angela Mak, Associate Head of the Department of Communication at the School of Communication, Hong Kong Baptist University, were the keynote speakers. They shared insights on how to use big data technology to handle public relations crises.

At the meeting, Professor Mak shared a local public relations disaster case and discussed how traditional academic theories are increasingly difficult to apply to crisis management in the age of social media.

Dr. Cheong explained the basic concepts of big data and common misconceptions, including the limitations of automated sentiment analysis and the importance of content analysis. Dr. Cheong also used several recent public relations crises as examples to demonstrate how to analyze and handle crises with big data, including the use of the latest social network analysis (SNA) techniques and word relationship analysis.

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