Analyzing the role of Sentiment Analysis in Public Relations: Brand Monitoring and Crisis Management

International Journal of Humanities and Social Science
© 2022 by SSRG - IJHSS Journal
Volume 9 Issue 3
Year of Publication : 2022
Authors : Kareem Mohamed, Ümmü Altan Bayraktar
How to Cite?

Kareem Mohamed, Ümmü Altan Bayraktar, "Analyzing the role of Sentiment Analysis in Public Relations: Brand Monitoring and Crisis Management," SSRG International Journal of Humanities and Social Science, vol. 9,  no. 3, pp. 116-126, 2022. Crossref,


AI is transforming how public relations professionals target demographics, measure effectiveness and insight into the media landscape and interact with influence groups to deliver their message more efficiently. Artificial intelligence has permeated nearly every industry worldwide. These new practices increase productivity by simplifying and automating timeconsuming and repetitive tasks while offering more accurate insights into the digital universe of about 44 zettabytes of data. Sentiment analysis refers to the application in source materials of natural language processing, computational linguistics, and text analytics to identify and classify subjective opinions. Two comparative analyses have been done between the Arabic and Turkish situations through Covid-19 for crisis management. Moreover, for brand monitoring between Telsim and Turkcell companies using Brand24 as the sentiment analysis tool. A content analysis of two case studies illustrates how agencies and companies use AI-powered tools like sentiment analysis for public relations. The analysis does not intend to offer an exhaustive explanation of how AI algorithmic models work but rather illustrates a general picture of how this technology is being deployed to advance public relations efforts.


Artificial Intelligence, Sentiment analysis, Brand monitoring, Crisis management, Public relations.


[1] Manuelita Maldonado Ardila, "The Rise of Intelligent Machines: How Artificial Intelligence is Transforming the Public Relations Industry," Doctoral Dissertation, 2020.
[2] Dagmar Babcanova et al., "Qualitative and Quantitative Analysis of Social Network Data Intended for Brand Management," Wireless Networks, vol. 27, pp. 1693-1700, 2021. Crossref,
[3] Todd Bergeson, How AI and IoT Help Governments Overcome Public Works Challenges, 2018. [Online]. Available:
[4] Feedough, What is Public Relations? PR Functions, Types, & Examples, 2020. [Online]. Available:
[5] Jan Kietzmann, jeannette Paschen, and Emily Rae Treen, "Artificial Intelligence in Advertising: How Marketers Can Leverage Artificial Intelligence Along the Consumer Journey," Journal of Advertising Research, vol. 58, no. 3, pp. 263-267, 2018. Crossref,
[6] Marx W, Artificial Intelligence and PR: What You Need to Know, Business Community, 2017.
[7] Niburya, Misir'da Yalnizca Covid 19 Ozel Robot Gelistirildi, 2021. [Online]. Available:
[8] Noordhuis Pieter, Heijkoop Michiel, and Lazovik Alexander, "Mining Twitter in the Cloud: A Case Study," 3rd International Conference on Cloud Computing IEEE, 2010. Crossref,
[9] Manuelita Maldonado, AI in PR: The Conversation has Just Begun, Institute for Public Relations, 2020.
[10] [Online]. Available:
[11] [Online]. Available:
[12] Rogers C, "How Artificial Intelligence and Big Data will affect the future of PR," Institute for Public Relations 2019. [Online]. Available:
[13] Scribd, Social Media Strategy_ Marketing, Advertising, and Public Relations in the Consumer Revolution, 2019. [Online]. Available: