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PRSA 2017 International Conference

The Spirit of Revolution: Communications in the 21st Century

Oct. 8–10 | Boston

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PR and Big Data: Using Smart Data to Communicate

Professional Development Workshop Set 4

Your Session ROI

With powerful monitoring and social media intelligence tools, pulling and analyzing large sets of data, “big data” is seen as the future of public relations. However, using the information to create actionable insights has been a challenge for communications professionals. Adam Singer, product marketing manager, Google Analytics; Deirdre Breakenridge, CEO, Pure Performance Communications, and adjunct professor, New York University; Heather Whaling, president, Geben Communication; and Shonali Burke, ABC, CEO, Shonali Burke Consulting, Inc., explore how to use big data to enhance the results of your communications programs.


Adam Singer, product marketing manager, Google Analytics

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Singer is also a marketing, media and PR industry speaker, tech consultant, startup adviser and blogger. He previously was digital director for a 300+ person global consulting team, and over the course of his career, has provided online marketing strategy for B2B & B2C brands in a variety of industries including marketing technology, healthcare, manufacturing and advertising/subscription-based web startups. Singer and his campaigns have been cited by top media outlets such as TechCrunch, AdWeek, NY Times, and more for creative use of digital marketing and PR. Singer blogs at The Future Buzz — an award-winning blog and frequently-referenced source of what’s new in digital marketing.


Deirdre Breakenridge, CEO, Pure Performance Communications

Photo of Deirdre Breakenridge

In addition to her role as CEO at Pure Performance Communications, Breakenridge is an adjunct professor at New York University. A 25-year veteran in PR and marketing, she is the author of five Financial Times Press books including, “Social Media and Public Relations: Eight New Practices for the PR Professional.”


Heather Whaling, president, Geben Communication

Photo of Heather Whaling

In her current role, Whaling helps clients integrate traditional and digital PR to excel in today’s social world. Featured in Inc.com, Entrepreneur, BusinessWeek and Mashable, her focus on innovating PR best practices has helped Geben evolve into a highly respected, award-winning PR firm.


Shonali Burke, ABC, president and CEO, Shonali Burke Consulting, Inc.

Photo of Shonali Burke, ABC

In addition to her role as president and CEO of Shonali Burke Consulting, Inc., Burke is also adjunct faculty at Johns Hopkins University, teaching a course on “not-for-profits in the digital age” for its M.A. in Communication program.