Sarab Kochhar, Ph.D., Institute for Public Relations and Mark Weiner, PRIME Research and IPR Measurement Commission

Big Data allows large volumes of data to drive more fully integrated decision-making and transforms 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 its 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 does not answer "why" or explain inferred insights. Uncovering insights of Big Data requires a human element and critical thinking to create meaning.
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Veronica Mingrone, University of Florida

Most executives prefer traditional forms of new media such as text instead of video and audio when making business decisions, according the latest research in The Economist Generational Content Marketing Study led by Peppercomm.

Finding ways to appeal to veteran professionals is key, as more than half of those surveyed reported spending four or more hours per week consuming branded content. For marketers looking to make an impact among leaders of the business world, taking into account device and content preferences may make all the difference as to whether content resonates with this key demographic. Read more.
Mark Weiner, PRIME Research and John Gilfeather, Koski Research 

Each year, hundreds of public relations professionals compete for the recognition that comes with winning industry awards. As professionals seeking to determine "the best of the best," we must aim higher and honor entrants whose PR programs reflect the highest standards of research and evaluation.

The Institute for Public Relations Measurement Commission developed a set of guidelines for assessing award-worthy entries. It is now available on the IPR Measurement Commission Center. Read more.  
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