(Banner graphic of PRSA 2017 International Conference logo)

PRSA 2017 International Conference

The Spirit of Revolution: Communications in the 21st Century

Oct. 8–10 | Boston

Note: You are browsing information about a previous PRSA International Conference. Visit the program page for this year’ event.

Network Science: Its Role in Audience Analysis and Planning for “Buzz”

Professional Development Workshop Set 7

Any practitioner’s dream is to have people advocate for their company and its products or services without prompting. This is the optimum view of “buzz” or word-of-mouth communication. In our wired world, traditional audience analysis that uncovers demographic, attitudinal and other dimensions is useful, but simply isn’t enough to measure buzz. Beyond traditional audience analysis methods is network analysis based on a relatively new field of network science.

Session Materials

Final Presentation

(Available to registered attendees only. Register now!)


Peter M. Smudde, Ph.D., APR, associate professor/coordinator of public relations, Illinois State University

Photo of Peter M. Smudde, Ph.D., APR

Smudde has 25 years of experience in planning, writing and editing a full range of public relations, marketing, executive and technical discourse for various companies in many industries. He also held an executive-level position in communications, and worked in corporate, agency and entrepreneurial enterprises, ranging from General Motors Corp. to family-owned businesses.