The 4 measurement trends PR pros should watch

The increasing refinement of the analyses of big data will change PR eventually. But how will this happen? Here are four scenarios as imagined by a practiced proponent of PR measurement.

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Public relations and data analytics used to be worlds apart. In the old days, PR measurement consisted of soliciting opinions through surveys and by measuring behaviors based on opinions, like buying or voting. Still, for most variables, data was expensive, limited, lagging or all three.

As a result, measuring public relations or media campaigns relied heavily on leaps of faith. Measurement focused on outputs instead of outcomes, or efforts simply went unmeasured.

Now, text analytics, widely available demographic data and the ability to harvest data from media in near-real time can provide more detailed insights faster than ever before. Big data-processing tools, theoretical and technical advances in text analytics, and better image-processing tools are rapidly changing PR data analysis and how we measure content.

So what are four of the biggest PR measurement trends?

1. Going deeper than positive-negative

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