How Apco forecasts stories that stick

Predicting the next big media moment is about using data wisely. If done well, this data can guide PR pros to key topics of interest and help their clients get more headlines.

“We don’t have a crystal ball,” said Lauren Compton, senior director and global intelligence lead at Apco. “But we’ve learned how to get it right most of the time and that’s what matters for driving stronger PR strategies.”

During this year’s PR Daily Conference, Compton walked through how her team uses predictive analytics to help clients spot trends, plan stories and avoid crises before they happen.

Here’s how they do it.