| Culling 'Big Data' a Pressing PR Challenge |
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By: Doug Bedell |
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 In a "follow-up" to yesterday's post on coming to grips with digital media, Contributor Jim Delaney on the Waxing Unlyrical blog discusses the need for PR people to learn how to plumb "big data" as a key source of digital leads. "This year," he advises, "PR professionals need to learn how to harness the power of big data to listen and engage, or face being left behind. It is surely becoming part of your daily PR research function."
Jim doesn't mean just Facebook, Twitter, and/or LinkedIn. He's referring to "the ability to collect large sets of complex data that are normally difficult to filter." He's got "no silver bullet," but offers "some examples, based on recent experiences." In a way, they indicate how much work remains at this early stage of the digital era to harness "big data" for PR purposes. It's ground, though, that needs to be gained.
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Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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