Data-Driven PR: Buzzword or Essential Tool? with Dr. Devin Knighton

Public Relations Review Podcast

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Data's role in public relations – is it the linchpin of modern-day PR or is it just a buzzword? Ever pondered how PR professionals can amalgamate data to weave unique narratives that enthrall audiences? Tune in for a riveting discussion with host Peter Woolfolk and Dr. Devin Knighton, APR, a distinguished assistant professor of public relations at Brigham Young University. We scrutinize the term "data-driven" and its usage in the PR industry, and delve into the likelihood of data washing – a phenomena where data is dismissed as a jargon rather than an indispensable tool. Using an extensive analysis of 150 articles from PR Week and data from Muck Rack, we aim to unveil the reality behind the buzz.
Our conversation with Dr. Knighton doesn't stop at just evaluating the current landscape; we explore the future potential of data in PR. We underscore the importance of query formation and using data to shape strategies, and how university partnerships can be a cost-effective solution for robust data intelligence. The discussion takes an exciting turn as we explore the rise of AI in the PR world, its potential to assist with math-related tasks, and how it amplifies the importance of data-driven PR for organizations. So, hop on this journey with us and Dr. Knighton, as we explore the realm of data-driven PR, its significance, and the myriad possibilities it unfurls.

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1. Data-Driven PR: Buzzword or Essential Tool? with Dr. Devin Knighton (00:00:00)

2. Data's Role in Public Relations (00:01:10)

3. [Ad] The Growth Gear (00:12:30)

4. (Cont.) Data's Role in Public Relations (00:13:10)

5. Data in Public Relations (00:15:08)

6. Data-Driven PR (00:18:46)