Analyzing the role of Sentiment Analysis in Public Relations: Brand Monitoring and Crisis Management

International Journal of Humanities and Social Science

© 2022 by SSRG - IJHSS Journal

Volume 9 Issue 3

Year of Publication : 2022

Authors : Kareem Mohamed, Ümmü Altan Bayraktar

10.14445/23942703/IJHSS-V9I3P116

How to Cite?

Kareem Mohamed, Ümmü Altan Bayraktar, "Analyzing the role of Sentiment Analysis in Public Relations: Brand Monitoring and Crisis Management," SSRG International Journal of Humanities and Social Science, vol. 9,  no. 3, pp. 116-126, 2022. Crossref, https://doi.org/10.14445/23942703/IJHSS-V9I3P116

Abstract:

AI is transforming how public relations professionals target demographics, measure effectiveness and insight into the media landscape and interact with influence groups to deliver their message more efficiently. Artificial intelligence has permeated nearly every industry worldwide. These new practices increase productivity by simplifying and automating timeconsuming and repetitive tasks while offering more accurate insights into the digital universe of about 44 zettabytes of data. Sentiment analysis refers to the application in source materials of natural language processing, computational linguistics, and text analytics to identify and classify subjective opinions. Two comparative analyses have been done between the Arabic and Turkish situations through Covid-19 for crisis management. Moreover, for brand monitoring between Telsim and Turkcell companies using Brand24 as the sentiment analysis tool. A content analysis of two case studies illustrates how agencies and companies use AI-powered tools like sentiment analysis for public relations. The analysis does not intend to offer an exhaustive explanation of how AI algorithmic models work but rather illustrates a general picture of how this technology is being deployed to advance public relations efforts.

Keywords:

Artificial Intelligence, Sentiment analysis, Brand monitoring, Crisis management, Public relations.

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