Public Relationsis a creative business where established thought leadership within the niche media brands you as a subject matter expert thus gives a more competitive edge in the industry.The Founder/subject matter expert needs to step out and talk about innovation,logistics and address the industry issues.PR is a field heavy on subjective data which has limitations like human errors, limited time frame,lack of tools to analyse metrics and inaccessibility to make draw insights from large subjective data.
The new age
of doing business embraces making data driven decisions. For PR,trend analysis
using large sets of data can be particularly useful, this data can be leveraged
to produce actionable tactics and insights.Digital footprints are increasing
and advanced consumer technology will help identify, segment and make sense of this large scale data
to revamp operations and strategy.
What is Big
Big data is
defined by five V’s : velocity,
value,volume,veracity and variety.It is an umbrella term which comprises
disruptive technologies like Artificial Intelligence, Machine Learning,IoT to sophisticatedly identify trends and
patterns in huge amounts of data. This data can manifest in various formats
like photos, videos, sensor data, text and sound recordings.
harbour two kinds of data : structured and unstructured. Structure data is more
organised,cost friendly and easier for
reference as compared to unstructured data like social media data, docs and
emails which are relatively more difficult to analyse and produce insightful
reports.This data when analyzed using right tools and softwares can help
optimise a business exponentially based on their insights.
estimates the worldwide Big Data Market is growing at 11.4% CAGR between 2017
and 2027, growing from $35B to $103B.Intrinsic value of data helps
organisations to derive meaning by recognising patterns or trends and thus
Applications Of Big Data
to an Accenture study, 79% of enterprise executives agree that companies that
do not embrace big data will lose their competitive position and can face
extinction.Data analysis provides us insight into not only the demographics but
also the psychographics of the target audience from a business standpoint.
Relations and corporate communications,Big Data comprises small data streams :
Internal and External. Internal data streams are owned channels which include
advertising, revenues etc, while external data streams include news coverage,
competition analysis and social listening.
collected through data mining which is an automated extraction of patterns in
large databases, online and data streams etc. Data mining can be drawn from
areas including artificial intelligence, machine learning, statistics, high
speed computing, data visualisation etc. The
data collected helps businesses to anticipate needs, mitigate risks,
optimise customer experience and personalize services.
at their side gives businesses a competitive edge in the industry.
How PR Can
Use Big Data?
involves a lot of manual effort when it comes to media list updation, finding
relevant media for pitches compounded by lack of standardized metric tools to
evaluate campaign performance.
states how Big Data allows PR professionals to “quantify the degree to
which their earned media content contributes to meaningful business outcomes
such as awareness, consideration and behaviour.”
media listening when compounded by big data can be useful to gather information
from niche communities, whereas leveraging news analytics tools to garner
accurate insights and offer a comparative analysis on the shelf life of content
on the earned media placements.
Trend Forecasting : Using predictive analytics, the cause and action for a trend emerging in the past can be analysed into a comprehensive report which provides a case study with Do’s and Don’ts to maximize impact and optimise engagement in present if that trend repeats.
Sentiment Analysis: PR campaigns are designed in tandem to the demographics and psychographics of the target audience to have a cognitive impact on them : be it the way the public feels, believes or thinks. These intangible values can be converted into tangible assets via sophisticated Big Data analytics tools.
Content Analysis : Content is one of the most important KPI. In the PR universe,the backbone of strong media relations and influencing positive public opinion is relevant and creative content.This can be measured via engagement rates and data collected by social media listening tools which help us personalize content on the basis of our target audience.
Tracking Conversion : With help of Big Data, professionals will be able to calculate ROI and quantify the influence of each media coverage that comes from a specific PR campaign.
Author : Falguni Chaudhary, PR Consultant.
Disclaimer- The News Strike does not take any responsibility for the article. The entire responsibility lies for the writer.