Learning web analytics: A tool for strategic communication

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.

► Introduces Google Analytics, an important new area of online software, to the public relations curriculum.
► Teaches instructors how to integrate analytic data into student agencies, and public relations classes and assignments.
► Provides analytic examples from four web sites in four different industries.