Apps help PR pros struggling with torrents of data

One company, Talkwalker, recently unveiled features that can help measure the effectiveness of campaigns, monitor social media conversations and prepare for crises.

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A recent study by the Association of National Advertisers reveals that 87 percent of clients and 86 percent of agency bosses think agencies play an important role in driving a brand’s business results, yet only 56 percent of clients believe agencies have the set of talents required to meet their needs.

PR pros—both within and outside of agencies—struggle to show clients they have the right skillset, especially as they grapple with how to measure their efforts both on and offline.

“PR professionals don’t have it easy with all their daily demands,” says Todd Grossman, Talkwalker’s CEO of Americas.

Understanding and reporting these data can be difficult for anyone who’s not an analyst, but for PR pros who have a particularly short amount of time to accomplish these tasks, it can seem insurmountable.

“IBM estimates that 90 percent of the world’s data has been created in the last two years alone,” Grossman says. “This explosion of information has created immense opportunities to uncover business insights. However, understanding this mass amount of data is a struggle for all except the most accomplished data analysts.”

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