... and its implications for global PR practices. Practical implications The study underscores the need for advanced training in social media analytics among Kenyan practitioners. It also highlights the strategic importance of understanding platform-specific functionalities to optimize stakeholder...

...Kathy R. Fitzpatrick; Paula L. Weissman Purpose The aim of this study was to understand how public relations leaders view and use social media analytics (SMA) and the impact of SMA on the public relations function. Design/methodology/approach The research involved in-depth interviews...