Communications professionals spend a lot of time talking about Big Data these days. A keyword search for the term on PR Newswire yields about 500 press releases issued during the last two months alone. But how many of us are actually using Big Data to build campaigns?
For once, the buzzword du jour is more than just a buzzword for the PR industry; it is one of the most valuable resources we have to start to shape the narrative on behalf of our clients. To do that, we’re going to have to start thinking less about press releases that proclaim the next Big Data revolution and more about what that data is saying and how it fits into the current news cycle.