Public Communication : Public Relations Big Data Revolution. PR And Social Media, Modern Public Relations Strategies

Communication is the backbone of our society. Public Relations is often considered a highly credible form of promotion. One of PR’s key points of power rests with helping to establish credibility for a product, company or person (e.g., CEO) in the minds of targeted customer groups by capitalizing on the influence of a third-party – the media.
When you get mentioned in the media, that’s publicity. It sounds so simple, but a surprising amount of planning and effort goes on behind the scenes before a company gets a “free” mention in a newspaper or magazine, on a blog or social media page, in a TV or radio story, or even in another company’s newsletter.
To generate great publicity, it takes both time and money to develop news stories, make and maintain media contacts, stage events, and implement programs worthy of editorial coverage.
On the other hand, thus, when it comes to the digital world, the accelerated pace of business, the digitization of media and the need for companies to deliver more and better results for less have irreversibly changed public relations from not only a business of relationships but also to a business of terabytes. Big data has become one of the most significant trends in modern technology due to the extensive use of social media.
Social media has drastically changed the way people communicate and share information. It has had a huge impact not only on people, but also on brands across industries as they devise strategies to engage their audiences and win their loyalty. PR is no different as professionals constantly seek to communicate with and hear from customers, who are ever-present and active on social media.

Though PR is commonly recognized as a creative field, it is strongly supported by a backbone of research. Utilizing data is becoming increasingly important in PR because of its ability to improve campaign performance and generate greater customer value.
Measuring PR success in terms of quantity and quality helps companies interacts with the public effectively and efficiently as well as maintains ties to its community and gets important company information out to consumers and other interested parties.
Although PR itself is not “hard” science, there are definitely ways to measure the ROI of your PR efforts.
This Book ‘Public Communication’ will be of a great help to you. Enjoy!