Cision's Paul Hender and Ketchum's Ruth Yearley agreed that communicators must harness both science and art to produce powerful, targeted campaigns.

The pair agreed that, while there is a growing need for the use of data in the industry, storytellers needed to measure the correct data to derive insight, rather than measuring for measurement’s sake.

Yearley warned that her form of insight, based on instinct and observation, was becoming vilified by those who believed that comms professionals had to use some form of data to inform campaigns.

Hender said that communicators needed to use data to measure their campaigns in order to provide feedback which engages a company’s C-suite.

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