More than ever, the 21st century keeps us all connected through social media and online services. Those are great and convenient ways to communicate or even do business. Public relations is no exception to this trend—in fact, in a world of online marketing (and even traditional PR), the Internet is a whole new world ready for exploration.
Public Relations and Internet Data
The Internet allows PR companies to track numbers. For example, polls, surveys, research, and analytics. It’s essentially marketing made easy. What this means for public relations and marketing is that a client’s campaign information is easier to track. Data, as it turns out, makes things move a lot smoother.
The Internet is an opportunity for businesses and their voice (aka their marketing team). If there’s one thing the Internet has done for PR, it makes communication between the two parties a lot easier.
Data is what gives your job purpose. Sometimes it’s hard to communicate that with your client, but the Internet makes that easier than ever. We live in a time where online software can do our work for us. Programs like Raven Tool can make this data easily accessible (and understandable) between you and your client.
Data tells us a lot about the market
When we create content for our clients, we look for public opinions. Marketing has always been about trying to understand the preferred audience.
Luckily, modern marketers and PR firms get to use Facebook and Google. Facebook has “Insights,” and Google has “Analytics,” both are very useful in determining public opinions. Sometimes, certain content pieces or market trends work, and sometimes they don’t. The Internet makes it easier to understand these things.
The Internet can predict the future (sort of)
Speaking of market trends, the Internet is a great way of seeing what is to come, so to speak. Online data being easily observable and accessible will allow you to see your successes and failures more clearly. Over time, this insight will help you predict changes in public relations.
The feedback you get from content is instant; therefore, you learn and adapt much faster. Before you know it, future outcomes will be predicted almost instantly.
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