Pre-Web, the marketing and communication vehicles were largely defined by media relations, advertising, print and events. But in a digital age, the rules have changed for communicators.
It’s not enough anymore for PR pros to get their brands and organizations exposure in appropriate media channels. Communicators need to provide their organizations with a ROI.
The promise of Big Data is slowly giving birth to a generation of metrics-driven PR professionals who have embraced stats and trend lines as powerful story telling devices.