Role of Data Analytics in Public Relations can range from creating the right public relations strategies to measuring and optimising them.
For the better part of the last few decades, we’ve seen Public Relations to be considered a difficult to measure or sometimes immeasurable communications effort. Several norms and practices have come in and gone out of acceptance by consultants and clients, each rejected for its lack of accuracy. But despite the absence of an absolute way of measuring its impact, there is a lot of data produced through PR campaigns, and several insights can be drawn from its analyses. Word of mouth that happens as a result of a PR activity is now social – permanently recorded and measurable.
At every media where public relations outputs interact with their audiences, the level of measurability has increased. Almost every public relations output also has a manifestation on digital media, making it even more measurable. In several public relations firms the line between the digital function and exclusively public relations line of work is blurring, and we are increasingly finding PR professionals who are dexterous with web measurement tools and 1st and 3rd party social media measurement tools. While 3rd party tools could require an investment that may be difficult to justify, there are several freely available services that can be used to extract and analyse data.
It is an asset that will become increasingly valuable going forward. It makes your services more competitive and desirable by increasing the accuracy of your efforts. Below are some of the ways in which data analytics in public relations can be used to that effect:
The abundance and variety of data that can be captured and analysed is increasing, and therefore consultancies and professionals therein must prepare themselves to master the art of drawing insights out of it.