Mapping social networks: A qualitative approach to networked public relations scholarship

Social network analysis (SNA) has developed as a salient area of research within public relations, particularly for examining the structure, dynamics, and outcomes of interactions among social actors. Yet, SNA is both theory and method, the latter of which needs to be further explored in networked public relations research, especially given the predominance of the quantitative paradigm. Network research is not required to use quantitative methods as it should not be seen as prescriptive of one approach. This paper thereby proposes the integration of a qualitative approach to SNA by introducing a visual mapping approach for networked public relations scholarship, detailing a four-step process to design, conduct, and analysis. It further presents how an advancement of this methodological lens and technique connects to various parts of the wider public relations field.