A New Approach to Public Relations in the Era of Big Data
For a successful technology, reality must take precedence over public relations, for Nature cannot be fooled. --Richard P. Feynman
Welcome to public relations in the 21st century. While traditional data analysis has played a key role in select areas of business, never has it been so useful and relevant to public relations. The advent of social media, online retailing, crowdsourcing, and web analytics have created a deluge of valuable data, supplementing the "traditional" sea of data familiar to all executives and strategists.
But how does one take this valuable data and make it meaningful?
Properly designed Big Data collection and analysis can have a massive impact a firm's competitive advantage on messaging, branding, consumer perception, stakeholder engagement, crisis management, and overall success. The key, however, is to implement a strategic framework which can be applied to each firm's existing communications strategy.
From corporate storytelling to staying on top of public trends, the proper application of conclusions drawn from Big Data can help a firm stay ahead of potential public relations crises; decipher shifts in consumer behavior and cultures; uncover new market segments in an increasingly global marketplace; and even assist financial forecasting.
This one-day corporate program is designed for executive teams from large mutli-national ogranizations and public relations agencies and will be led by a top professor and researcher from a leading university with expertise in the Big Data, data analysis, communications and public relations fields. The seminar is segmented into three (3) modules addressing the emergence of Big Data as a highly-valuable tool in contemporary public relations and is intended for executive-level corporate communications and marketing professionals. Each module will be include a presentation and pre-session reading, ensuring an interactive and engaging workshop.
Upon completion of this program, participants will have been armed with the a fundamental understanding of Big Data and a framework that can be applied immediately to their current communications methodology.
It is a capital mistake to theorize before one has data. --Arthur Conan Doyle
This module will introduce participants to recent innovations in the convergence of Big Data and public relations. We will first dive into the definition of Big Data, its potential, and the evolution of data collection and analysis through select case studies.
These case studies will highlight instances when Big Data led to key strategic competitive advantages and others where faulty analysis led to a public relations campaign that "missed the mark" through incorrect interpretation of visible trends and subsequently faulty conclusions.
Once the group understands the innovative ways Big Data is changing the face of contemporary public relations and corporate communications, participants will be poised to familiarize themselves with science behind these changes and how to analyze, interpret and present.
Errors using inadequate data are much less than those using no data at all. --Charles Babbage
Vast amounts of data is produced every day, but how does one parse this overwhelming bounty of information? From identifying the pitfalls of Research Bias to tracking Mention Prominence at the granular level, participants will be introduced to the definition of Big Data, fundamental statistical methods, data collection methodologies, and basic concepts in data analysis.
This workshop will begin with a technical refresher on statistical and predictive analysis by covering common terms and formulas (mean, median, standard deviation, regression analysis) and then shift the focus to the structure of relational databases (glossary of terms, database design, popular software, effective queries, algorithms). By the end of this session, the technical refresher will arm participants with the fundamentals required to collect, analyze and interpret data in the real world.
Participants will then study how the design and implementation of a proper data model is just as important as the data collection itself. At the end of this session, they will then be presented with case studies on how commerce has used these concepts in data science to build effective campaigns, drive stakeholder engagement, and manage brand awareness.
Data is not information, information is not knowledge, knowledge is not understanding, understanding is not wisdom. --Clifford Stoll
The purpose of this final session is to help participants apply the newly acquired tools and skills to their current roles as public relations professionals. This module will consist of a comprehensive analysis of how Big Data & Social Media analytics can open up new avenues to stakeholder, customer, and employee engagement.
As you will have learned in the previous sessions, understanding the importance of Big Data to Public Relations and the collection of such data is quite meaningless if what is collected is not converted into a clearly defined and executable corporate communications strategy.
In addition to exercises that will help participants evaluate their respective strategies, this module will expose the group to data visualization and presentation methodologies so that executives can successfully interpret and present trends extracted from data to colleagues and clients in a clear, concise, and relevant manner.
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