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

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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.
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Keywords: Digital Communication Measurement; PR Strategies; social media; think tanks

Document Type: Research Article

Affiliations: Universidad de Málaga

Publication date: October 1, 2015

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  • The Catalan Journal of Communication and Cultural Studies (CJCS) is committed to publishing research and theoretical articles in the fields of media studies, popular culture and cinema, public relations and advertising studies, social communication, new media, language uses in the media, communication and cultural policies, social and national identities, gender studies, sports and leisure, tourism and heritage, among other related issues. CJCS publishes double blind peer-reviewed articles and its aims and scope cover not only Catalan media and cultural systems but also other social contexts.
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