PR Myth of the Month: Business Pace Calls for Real-Time Analytics 


Mark Weiner

In “Myth of the Month,” Mark Weiner (right), CEO of PRIME Research LLP and a member of the PR News Advisory Board, challenges conventional wisdom and dispels some false assumptions about public relations.

Myth: Today’s accelerated pace of business requires “real-time” analytics to make serious PR decisions.

Truth: While certain crisis situations require almost instantaneous decision making, real-time analytics may be a case of too much/too fast, as an overabundance of instantaneous data can lead to confusion and decision-making paralysis. What is more, real-time analytics tools often rely on automated data analysis with little or none of the benefits of human expertise and understanding.

As such, automated systems frequently sacrifice accuracy and quality for speed. For serious strategic decision making, speed, accuracy and quality are required in equal measure. In many tactical instances, real-time analytics may provide sufficient inputs for course corrections, but in serious policy-level situations, strategic decision-making requires a more reliable and contextual foundation, which automated systems almost certainly do not provide.

In addition, a computer’s ability to deliver data in real time doesn’t necessarily translate into an executive’s ability to process data in real time as many of business’ most important decisions require a variety of inputs and thoughtful reflection. [Look for a comprehensive feature on the value of real-time data in a future issue of PR News .]

Send PR Myth of the Month ideas to svancamp@accessintel.com.








Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Summit with Taste of Tech

prn_ms_175x135_ep

Unlike other conferences, you’ll be immersed in the strategies and tactics that you can apply right away to your work as a communicator. You’ll learn what it takes to compete for attention, engagement and positive brand awareness across an array of social media networks.

Use code “150off” at checkout.

Get $50 off PR News' Digital PR & Social Media Guidebook

DigitalPRSocialMedia_PrintDigital_vol6

This guidebook has one essential purpose: helping you maximize your communications effectiveness in the digital world. The articles in this guidebook produced both by the PR News staff and more than fifty communications industry thought leaders, focus on most every facet of digital PR and social media.

Use code “DIGITAL6” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.