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The Data Revolution in PR and Marketing
Disruption is the overused word of our time. But it’s important to consider why it’s so frequent, and what thinkers and observers are saying needs to be done in reaction to it. In communications, PR and marketing disciplines, disruption truly hinges on the use of data. An obvious statement, yes; eliciting a true “of course we’ve been doing that” reaction. What has changed?
We are fortunate to live in a time where something fantastic came in to our society: The internet. As the internet has advanced, the ability to collect data has advanced, as has our ability to sift through it, understand it, and derive insights from it. There is a direct relationship between the breadth of communications needs and services and the rise of processor speed, the sophistication of digital storage, the commoditization of data collection and analysis, and the proliferation of the web into everything from phones to cars to refrigerators. Where is PR and marketing going as a result? What are the signals coming from futurists and industry watchers?
This is a short brief intended to answer this question. It’s a high-level overview of the dominant theme of data in public relations, marketing, and communications. This reflects not just what we are focused as a firm, but what communications practitioners, scholars, and futurists are predicting and doing. It’s an introduction for communicators and communication teams pivoting to better use of more and better data. It’s a summary of thought leadership and industry studies that a CEO or senior PR exec can digest in 10 minutes.