Why data analytics is crucial tool for PR practitioners
Jonathan Ngulamu
In recent years, many businesses have digitalised their operations. No business wants to be left out of the technology bandwagon.
With emerging technologies, a better business future is being promised by new technologies such as data analytics.
Data analytics refers to a process of using special tools and techniques aimed at increasing business efficiency and improving performance by using analysed data.
While data analytics may not be a basic need for every business – it may come as a secondary tool – public relations practitioners and organisations have no choice.
To them, data analytics must be part of their daily tool, not only to monitor and measure their work output but also to make insightful decisions.
Full integration of data analytics in public relations will take the industry to greater heights and help businesses make data-driven decisions hence gain a competitive advantage.
According to mTab, a US data company, data analytics offers businesses an array of opportunities.
Just like any business dealing with people, public relations practitioners are able to gain insights on customers’ preferences, build better relations with their publics, identify new opportunities for businesses while also having an upper hand in managing crises.
According to the International Data Corporation report 2019 on predictive analytics and artificial intelligence (AI) matter in businesses, about $77.6 billion (Sh8 trillion) will be spent on cognitive and AI systems by 2022 globally.
Forester Research notes that augmenting data with human wisdom can accelerate the development of businesses even in disruptive periods like the ones we are living in.
The scope of public relations is changing at a fast pace as technology develops.
This brings to the fore the need for data-driven content creation for campaigns and strategies which form a big part of daily PR job.
Data analytics helps practitioners in content creation since it enables them to know how messages are received, the reactions they get and what the consumer wants.
Utilising data analytics also helps in establishing channels through which they should communicate their data.
Communicators are aware that social media is a tool that can be used in campaigns. But what about breaking it down and analysing which platforms give the organisation the best value for money?
For instance, while Twitter has become a medium to break news and digest bite-size content, an insight into how many people use this tool and whether it will be necessary to your messaging is important.
Notably, Facebook is now the largest social network in the world with over 2.5 billion monthly users but with insights that the majority of teenagers and young adults are on Instagram, a need to be guided by key data insights becomes mandatory in selecting the channels to use.
While helping to focus on the channels, data analytics will also enable PR practitioners to conduct their measurements in real-time while also establishing the best time to publish their content, send press releases, keep contact with the media or even conduct PR campaigns.
With data and technology developments rising at rates never seen before, now is the time to explore how organisations can make use of the billions of gigabytes of data while exploring how PR practitioners can incorporate the data insights to writing better copies that are tailored to highly targeted audiences. — The writer is a MPRSK Communications Consultant
Jonathan Ngulamu
In recent years, many businesses have digitalised their operations. No business wants to be left out of the technology bandwagon.
With emerging technologies, a better business future is being promised by new technologies such as data analytics.
Data analytics refers to a process of using special tools and techniques aimed at increasing business efficiency and improving performance by using analysed data.
While data analytics may not be a basic need for every business – it may come as a secondary tool – public relations practitioners and organisations have no choice.
To them, data analytics must be part of their daily tool, not only to monitor and measure their work output but also to make insightful decisions.
Full integration of data analytics in public relations will take the industry to greater heights and help businesses make data-driven decisions hence gain a competitive advantage.
According to mTab, a US data company, data analytics offers businesses an array of opportunities.
Just like any business dealing with people, public relations practitioners are able to gain insights on customers’ preferences, build better relations with their publics, identify new opportunities for businesses while also having an upper hand in managing crises.
According to the International Data Corporation report 2019 on predictive analytics and artificial intelligence (AI) matter in businesses, about $77.6 billion (Sh8 trillion) will be spent on cognitive and AI systems by 2022 globally.
Forester Research notes that augmenting data with human wisdom can accelerate the development of businesses even in disruptive periods like the ones we are living in.
The scope of public relations is changing at a fast pace as technology develops.
This brings to the fore the need for data-driven content creation for campaigns and strategies which form a big part of daily PR job.
Data analytics helps practitioners in content creation since it enables them to know how messages are received, the reactions they get and what the consumer wants.
Utilising data analytics also helps in establishing channels through which they should communicate their data.
Communicators are aware that social media is a tool that can be used in campaigns. But what about breaking it down and analysing which platforms give the organisation the best value for money?
For instance, while Twitter has become a medium to break news and digest bite-size content, an insight into how many people use this tool and whether it will be necessary to your messaging is important.
Notably, Facebook is now the largest social network in the world with over 2.5 billion monthly users but with insights that the majority of teenagers and young adults are on Instagram, a need to be guided by key data insights becomes mandatory in selecting the channels to use.
While helping to focus on the channels, data analytics will also enable PR practitioners to conduct their measurements in real-time while also establishing the best time to publish their content, send press releases, keep contact with the media or even conduct PR campaigns.
With data and technology developments rising at rates never seen before, now is the time to explore how organisations can make use of the billions of gigabytes of data while exploring how PR practitioners can incorporate the data insights to writing better copies that are tailored to highly targeted audiences. — The writer is a MPRSK Communications Consultant
