How to map data to storytelling

Combining art and science in effective communications

In this digital, globalised age, the reach of big data is inescapable. Industry after industry has been disrupted by the rise of data and the change in working practices it brings, and PR is no exception.

PR professionals are experiencing the huge shift to data-driven processes which colleagues in marketing and advertising have been implementing for years. This data revolution has brought huge benefits to them and improved the effectiveness of their work.

Communicators can now target their audiences more precisely than ever before, track how they engage with PR output and discover what they did after being exposed to the work of communicators.

They also use data to engage in detailed analysis of campaigns in order to glean important insights and apply what they’ve learned to future campaigns.

However, not everyone in the comms industry is happy about this revolution. Does this movement towards scientific methods and away from PR’s more traditional way of working threaten the creativity which communicators have always been renowned for?

Our latest white paper evaluates to what extent communicators need to combine the traditional strength of the more creative and more data-driven approaches to comms.

Does taking one approach necessarily detract from the other? And is the move towards more scientific working practices something to be welcomed or resisted?

To discover how to strike the perfect balance between creativity and data by using science to power the art of communications, download Combining art and science in effective communications now by filling in the form below.


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