2020-01-08 15:49Blog post

The Future of PR Needs to Rely Less on Gut and More on Data

The future of pr needs to rely less on gut and more on data. Image. Graph.


This article was originally featured on Odwyerpr.com.  By Ben Chodor, President of Intrado Digital Media.

Gut instinct often helps drive decisions in the PR industry and sets agencies apart from one another. But this trend is beginning to change as a result of increased integration between PR and marketing.

As CMOs and CEOs ask for empirical performance metrics, public relations has been slower in adopting technologies and practices that are grounded in data, for fear that the data will ultimately trump their gut instinct.

Public relations professionals typically use data less than their colleagues in the marketing and advertising departments. Data is viewed as secondary, because the work they do—earning media coverage, generating creative campaign ideas and crisis communications—is less quantifiable and harder to measure.

It’s also difficult to directly quantify the impact an article or news cycle had on someone’s decision to buy a product, or their overall perception of a brand.

To read the full post, click here.


About Notified

Notified was founded in 2010 and quickly became a disruptor in Sweden and across the Nordics. From the beginning, our goal has remained the same: to create a truly unique platform for PR and marketing professionals; one that delivers deeper, more actionable insights from social data and earned media, and brings the entire communications workflow into a single platform. In April 2019, Notified was acquired by Intrado, a global leader in digital communications.