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3651357836593836513578365938365135783659383651357836593836513578365938365135783659384897529684627624678638532756801782378593658796328456734853846589346574785637865387465487365783468347658746587568734658375638569837658375678326582356834746583765836573465873463846483736837473485384658934657478563786538746548736578346834765874658756873465837563856983765837567832658235683474658376583657346587346384648373683832658235683474658376583657346587346384648373683747348326582356834746583765836573465873463846483736837473483265823568347465837658365734658734638464837368374734832658235683474658376583657346587346384648373683747348326582356834746583765836573465873463846483736837473483265823568347465837658365734658734638464837368374734832658235683474658376583657346587346384648373683747348326582356834746583765836573465873463846483736837473483265823568347465837658365734658734638464837368374734832658235683474658376583657346587346384648373683747348326582356834746583765836573465873463846483736837473474658376583657346587346IRREVERSIBLE:The Public Relations Big Data Revolutionby Mark Weiner, CEO of PRIME Researchand Sarab Kochhar, Ph.D., Director of Research, IPR with contributions from Marcy Cohen, MasterCard, Elizabeth Rector, Cisco Systems, Inc., and Linda Rutherford, Southwest Airlines3651357836593836513578365938365135783659383651357836593836513578365938365135783659384897529684627624678638532756801782378593658796328456734853846589346574785637865387465487365783468347658746587568734658375638569837658375About the Institute:The Institute for Public Relations is an independent nonprofit foundation dedicated to the science beneath the art of public relations . The organization focuses on research that provides timely insights and applied intelligence for professionals to put to immediate use.Contributing Research Areas and Commissions include t he IPR Measurement Commission, the Coalition for Public Relations Research Standards, the Commission on Organizational Communication and the IPR Social Media Research Center.About PRIME:Combining talent, tools and technology, PRIME Research delivers award-winning global strategic communications monitoring, measurement, evaluation and analysis across social, digital and traditional media channels; sophisticated ROI statistical modeling; research-based PR consulting; and real-time/fully-integrated advanced analytics.With offices in North and South America, Europe and Asia, PRIMEs team of 500 consultants and analysts gather, filter, translate and report on media trends across 63 countries. Established in 1987 in Mainz, Germany by Dr. Rainer Matheswho continues to lead the companyPRIMEs client experience spans all of the Fortune categories, plus government agencies, NGOs and non-profits.PRIME combines the speed and consistency of real-time technology with the accuracy, actionable insights and strategic guidance available only through human expertise. Based on real-time media trends across all forms of media, PRIME makes a simple promise to deliver a comprehensive and customizable approach to enable better communications and business decisionsthe science beneath the art of public r elations 365135783659383651357836593836513578365938365135783659383651357836593836513578365938489752968462762467863853275680178237859365879632845673485384658934657478563786538746548736578346834765874658756873465837563856983765837567832658235683474658376583657346587346384648373683747348538465893465747856378653874654873657834683476587465875687346583756385698376583756783265823568347465837658365734658734638IRREVERSIBLE: The Public Relations Big Data Revolution Executive Summary IntroductionChapter 1: Defining Big DataChapter 2: Sources of Big DataChapter 3: Data IntegrationChapter 4: Uncovering InsightsChapter 5: Big Data Applications in the PR ProcessChapter 6: The Limitations of Big DataConclusionCase Study 1: MasterCardApplying Social Media Research Insights for Better Business DecisionsCase Study 2: Southwest AirlinesBig Data PR Analysis Aids On-time PerformanceCase Study 3: Cisco Systems, Inc.Big Data Insights through Network Visualization040505061012151717182527T ABLE OF CONTENTSby Mark Weiner, CEO of PRIME Researchand Sarab Kochhar, Ph.D., Director of Research, IPR with contributions from Marcy Cohen, MasterCard, Elizabeth Rector, Cisco Systems, Inc., and Linda Rutherford, Southwest Airlines4Today the amount of data organizations collect is unprecedented, and it can be difficult to determine what should be done with the data, what aspects of the data are important, and how it should be managed. The concept of Big Dataadvanced technology that allows large volumes of data to drive more fully integrated decision-makingis transforming the world of business, and even more specifically, the public relations profession. Practitioners must evolve with this transformation through the incorporation of Big Data into traditional PR functions. The importance of Big Data is not the vast quantity of information made available, but instead, it is the value that can be created to improve performance, and better understand competitors, consumers, employees, media, and other publics. Organizations must learn and recognize that data alone do not answer “why” or explain inferred insights. Uncovering insights of Big Data require a human element and critical thinking to create meaning. Much of the challenge with Big Data comes from data integration of structured and unstructured data. While structured data is more organized, easier to reference, and less costly to analyze, the majority of data held by organizations is unstructured data. Unstructured datalike emails, documents, and social media datacan be invaluable to organizations, and companies must find ways to effectively and efficiently harvest and analyze the data, and, in doing so, improve their ability to understand and operate their businessanizations must also consider where this structured and unstructured data is coming from, and what level of control it possesses regarding the data. Big Data are comprised of “Small Data” streams of owned material, shared material, or outside sources. Owned material, collected from internal data streams like organizational websites and company pages on social networks, is highly controllable. Whereas, external data streams, like organic social media conversations or government data, are from outside sources and allow little to no control. Internal data streams are performance drivers that show fixed and variable costs and revenues among other information, while external data streams target audience, societal and financial and economic trends, for example. The purpose of utilizing Big Data is to help the organization achieve its objectives, and create better, more efficient strategies and tactics through assumptions one can validate prior to execution and insights gleaned from that process. There is no question, the public relations profession must continue to evolve alongside Big Data, and with this growth and advancement PR practitioners can further demonstrate the positive effect PR has within business overall.EXECUTIVE SUMMAR Y5Practically speaking, public relations is a “relationship” business built on the basis of creativity, networking and the ability to communicate effectively through compelling content. Research is playing an increasingly important role in informing the public relations process for better targeting, better positioning and improved performance evaluation. Now, through the emergence of new research methods and advanced technologies, coupled with demands of our accelerated pace of business, a new form of public relations is emerging where statistics spark creativity; data drive more fully integrated communications decision-making; and tools enable people to act more quickly and with greater intelligence. For global businesses, as well as for public relations, the driving force is known collectively as Big Data. In this new landscape, communications practitioners must evolve along with their profession to understand and come to terms with the science beneath the art of public relations.This white paper introduces the concept of Big Data from a public relations and communications perspective, outlines the sources of Big Data for the field, discusses the challenges of using Big Data, and offers guidance on how organizations can implement Big Data analysis. The real value lies in the actionable insights gleaned from the data. Beyond this, the white paper focuses on the insight-discovery process and Big Data applications in the public relations and communications process. To demonstrate how insights are turned into action, case studies from MasterCard, Southwest Airlines, and Cisco Systems, Inc., are discussed in context of Big Data in public relations and the insights-discovery process. INTRODUCTIONBig Data is at the heart of nearly every digital transformation. Organizations are exploring how large-volume data can be usefully deployed to create and capture value for individuals, businesses, communities, and governments (McKinsey Global Institute, 2011). Whether it is using machine learning and web analytics to predict individual action, consumer choice, search behavior, traffic patterns, or disease outbreaks, Big Data is fast becoming a tool that not only analyzes patterns, but can also provide the predictive likelihood of an event1. Big data is often defined by the four “V”s: Volume, Velocity, Variety, and Value. The amount of data and its granular nature describes the volume of data, which can vary from tens of terabytes to hundreds of petabytes for an organization. The speed of data an organization receives and needs to be acted upon in real-time outlines the velocity characteristic of big data. The unstructured, structured, and semi-structured data variety affects how organizations might summarize and analyze its information. The intrinsic value of data helps organizations derive meaning, recognize patterns, and make informed assumptions in decision-making. The terminology might change in the coming years but the need to strategize, collect, and analyze data will remain a top priority for organizations2. In its early stages, organizations focus on the amount of data but, in time, the questions around big data shift from the size of data to its importance and the value derived from the data itself.1 h t t p:/ao m.o r g/u p lo ade dFi les/Pu b lic a t io n s/AMJ/A p r_2014_FTE.p df2 h t t p:/w w w .b u sin es sin sider .co m/w h y-b ig-d a t a-i s-j u s t-a-fad-2015-3CHAPTER 1: DEFINING BIG DA T A6As Big Data is generally characterized by a collection of data sets too large for common business software tools to capture, manage, and process, sources tend to deliver data sets that are large, dynamic, and diverse. At the same time, Big Data is comprised of many “Small Data” streams, of which public relations is one example. For the organization overall, external data sets may represent economic, financial and societal/lifestyle data. Internal data sets include organizational documents and business archives including production, costs, pricing, staffing and other statistics; and shared data source examples which may reflect the weather, census data, organizational websites, secondary data sources from industry groups, and more. For corporate communications, brand public relations and marketing, data sets are represented in the following diagramCHAPTER 2: SOURCES OF BIG DA T AD.1: Internal and External Data Streams and their Cumulative Ef fectsInternal Data StreamsInternal data reside within different areas of the organization and access is more highly controllable. From corporate communications and marketing public relations, sources include “owned” channels such as organizational websites, press releases, branded blogs, and company/brand-sponsored pages on social networks (Twitter, Facebook, etc.). Each example provides opportunities for data collection. Additionally, other departments within the organization may already hold external data from surveys that may be applied to public relations. In this way, external data becomes internal. 7Across the enterprise, data sources may include sales volume, revenue and transaction data from accounting, call center data from customer service, leads from marketing, and any other internal sources that collect customer information. It may also include cost information, staffing and inventory. These examples are not exhaustive, and additional internal data sources may be available to help inform important answers to guide public relations decision-making. Shared Data StreamsShared data streams are acquired through channels, which is often accessible to many organizations through internal and third-party data streams such as retailers and wholesalersincluding other groups within your an organization. Because the data are shared, they may be only semi-controllable. For corporate communications and marketing-oriented brand public relations, shared data streams may come from events, publicity, and sponsorships in which your organization participates. But there are other forms of shared data including industry research and more, which may provide insights to improve business performance through public relations. External Data StreamsExternal data streams are those harvested from outside sources like organic social media conversations, news, syndicated and omnibus surveys, government data, and academic studies. Since the data are external, they are difficult or impossible to control. For corporate communications and marketing-oriented brand public relations, external data streams come from news (including print, digital and broadcast), social and competitive marketing (including text, video and audio), and communications. Other examples may exist which add context and understanding to the business and public relations processes related to: landscape analysis, objectives-setting, strategy development, tactics and execution, evaluation and continuous improvement.Public Relations Data StreamsWithin the organization, certain functions may have data sources more important to the success of that function than to others. Much data generated for, by, and about public relations comes through research based on the measurement of factors categorized as an output, outtake or outcome, represented in Diagram 1. Based on the Dictionary of Public Relations Measurement and Research (3rd ed.) by Don Stacks, Ph.D., and Shannon Bowen, Ph.D.1, these three factors are defined as follows: Output What is generated as a result of a PR program or campaign that may be received and processed by members of a target audience, and may have cognitive impact on outtakes: the way a target audience or public feels, thinks, knows, or believes; the final stage of a communication product, production, or process resulting in the production and dissemination of a communication product (brochure, media release, webs
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