How PR pros should put data and tech to work

Technology, data, and the desire for validated insights are changing our roles as public relations professionals and the organizations for which we work. Beyond storytelling, media relations and creativity, your senior leaders expect you to understand business fundamentals as well as the technology and data sciences that propel business results. In order to raise the profile of the public relations function within the organization to elevate the success of the enterprise and advance the profession, corporate communicators must harness the advantages that business knowledge, technology, and data sciences provide. While this task may seem enormous, the solution starts with each of us making a humble commitment: begin simply but simply begin.