The Use of Big Data to Determine the Government’s Communication Strategy


Evolution in information and communication technology (ICT) occurs so fast and dynamically that it brings extraordinary changes in various industries and human life. Public relations has also needed to be more responsive and ready with the use of communication technology. Government public relations teams need to be aware of the importance of information and how to manage it. They can use big data to develop communication strategies and as a tool to help make decisions, policies and programs. However, according to previous research, government public relations teams largely use big data for media monitoring. This conceptual paper aims to explore other potential uses of managing big data in government public relations to welcome the age of society 5.0.

Keywords: Big data; media monitoring; communication strategy; government public relations

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