PR and Big Data

Using Smart Data to Communicate

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Categories: Executive Level, Social Media

With powerful monitoring and social media intelligence tools, pulling and analyzing large sets of data, i.e. “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. Explore how to use big data to enhance the results of your communications programs.

  • Leverage data as competitive intelligence during the public relations and social media planning process.
  • Deliver results through actionable insights during a crisis.
  • Creatively drive campaigns through social media. Leverage data as competitive intelligence during the public relations and social media planning process.


Deirdre Breakenridge, CEO, Pure Performance Communications

Photo of Deirdre Breakenridge

A 25+ year veteran in PR and marketing, Breakenridge is the author of five Financial Times Press books including her latest titles, “Social Media and Public Relations: Eight New Practices for the PR Professional,” “Putting the Public Back in Public Relations,” and “PR 2.0, New Media, New Tools, New Audiences.” She speaks nationally and internationally on the topics of PR, social media and marketing. 


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

Photo of Shonali Burke, ABC

Burke was named in PRWeek’s inaugural top “40 Under 40" list of U.S.-based public relations professionals, and is considered one of 25 women that rock social media. She also is publisher of the popular public relations and digital media blog, "Waxing UnLyrical," as well as an adjunct faculty member at Johns Hopkins University, where she teaches a course on “not-for-profits in the digital age” in its Master of Arts in Communication program. 


Adam Singer, product marketing manager, Google Analytics

Photo of Adam Singer

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.


Heather Whaling, president, Geben Communication

Photo of Heather Whaling

Heather Whaling is considered one of the PR industry’s most influential voices and her blog is frequently cited as an industry “must-read.” More importantly, she’s an entrepreneur who derives more than 75% of her fast-growing business from relationships that began via social media. Heather has worked with a range of startups and established brands — companies appearing on coveted lists such as Fast Company’s most innovative companies and the FORTUNE 50.



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