The Public Relations Power of Big Data

As Gregory (2009) points out “society is changing: new issues and trends arise, some of them very quickly.” For PR practitioners, being able to identify and track such trends, recognize their potential impact and adapt communication strategies accordingly is a daily challenge.

This chapter suggests that the ever-increasing flow of information driven by socially networked individuals – increasingly referred to as “Big Data” – is both the catalyst for a transformation of contemporary political, economic, social and technological environments as well as offering a potential solution for PR practitioners to manage this rapidly changing space.

It will give an overview of Big Data and how it presents PR practitioners with strategic and practical opportunities, using a case study of Big Data analysis within the UK's consumer finance regulator, the Financial Ombudsman Service. It concludes by arguing that, if adopted and applied pragmatically, Big Data could potentially establish PR as a lead function within organizations and the wider communications, marketing and management sectors, thus helping secure a prosperous future for the industry.