Learning web analytics: A tool for strategic communication |
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| Authors: | Michael L. Kent Bryan J. Carr Rebekah A. Husted Rebeca A. Pop |
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| Affiliation: | University of Oklahoma, Gaylord College of JMC, 395 W. Lindsey, Norman, OK 73019–4201, United States |
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| Abstract: | This essay discusses the usefulness of analytical software for public relations and communication professionals. Using data from four organizations (academic, professional, governmental, and activist), the authors unpack web analytic tools and their potential for improving the strategic communication skills of students. |
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| Keywords: | Public relations Pedagogy Google Analytics New technology Internet |
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