David Hargreaves

Reflections on the reinvention of the PR industry

The Data Imperative: Will PR Win or Lose the Battle for Data?

pie-chart 

 

It was interesting to see some of the latest findings in a study entitled 2009 Digital Readiness Report, released by iPressroom. It highlights the fact that PR is ‘leading the social media revolution inside an organization’ which is great to hear. It was also interesting to note that PR lags marketing in just two disciplines: email marketing and SEO, but leads in the disciplines of blogging, social networking, social search and micro-blogging. There is a great post on Jason Falls blog discussing the report in more detail.

I am clearly biased but I am passionate about the fact that the discipline of PR, which is routed in influence, should be the rightful owner of social media. In so doing, we can transform PR into a discipline that cuts across all departments within the organization.

However, if we are to succeed, I think there is one big obstacle we need to overcome – how we use data. If you look at the two disciplines where the PR profession is lagging marketing they are the two areas which are also driven by data. If we are to succeed it is imperative that we become masters of data and how we use data to drive campaigns.

There are lots of great companies out there which are helping to provide the industry with the tools we need to put data at the center of what we do. (I particularly liked BuddyMedia who I met last week in New York).

Yesterday I had another reminder. The ad agency of one of our clients made a grab for a part of the tactical execution of the Facebook component of a campaign. The rationale, according to them, was that they hold all the data analytics for the web site so “it makes sense.” The great skill we have as PR professionals is that we understand how to create and drive content that influences and engages people. However, that will only take us so far unless we show how we then turn that engagement into paying customers.

We are making good headway as an industry but the battle over data is still far from won. 

 

*Also posted on Bitemarks

Filed under: Communications, Marketing, North America, Public Relations, Social Media, Technology, Trends, Web Analytics, , , , , , , ,

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