The role of social networks as a research medium in public relations activity

In this article, the authors defend the thesis that social networks have a significant role in public relations (PR) activity, apart from their traditionally proven theoretical and practical efficiency as a communication tool, as well as a medium for the development of the subsequent analytical work of the PR specialist. Subject of the study is the relationship between social networks and research activity in PR. Object of the study is advantage of social networks as a research medium in which valuable information is shared between the participants in the communication process. The paper reveals essential role of the analysis of social networks data and the possibility to follow trends, to take into account public attitudes and expectations, to prepare and make decisions for follow-up, and generally the organization’s communication policy to be based on data-driven PR.