Weave Data Together for PR Insights
by Adrienne Sheares on October 13th, 2014
PR data is like weaving a rug. When you weave the data threads together, you get a clear and full picture of your PR efforts.
You can weave almost any data “rug” you like, but first you may want to consider the three shared in our guide How To Bring Big Data Under Control For PR Success:
Crisis management. If you look at your data and see a high number of negative mentions, you may think you have a communications crisis on your hands. Pause for a minute. Consider why the mentions occurred and layer the data with sentiment analysis. In some cases, your brand simply is an unfortunate bystander. All you can do is guide your brand through the storm.
Competitive analysis. When visits to your website decrease, your data can pinpoint the reason. Compare your data to your competitive media analysis to discover who or what is causing the declining numbers.
Event planning. Events are ripe opportunities for data capture, so use the data you’ve obtained in the past to shape decisions in the present. Create a benchmark by tracking pre-event activities with outcomes, then compare those findings with post-event data to discover correlations.
PR data can be made into a rich and vibrant rug, but it requires weaving for it to become one. Weave your data threads together, and you’ll begin to develop insights about what’s working and what’s not.
Want to dig deeper into the subject of big data and PR? Download our new guide now!