It is the rare day that lacks data-related news: a data breach, a data privacy issue or concerns about data integrity. Studies show that healthcare firms are the chief targets of data hackers. As such, Dan Linton, the newly minted lead of the global data privacy unit at W20 Group, has a big job. W20 serves healthcare companies. We asked Linton what PR pros should be doing on data protection and data privacy. In addition, we asked about GDPR, the European data-protection regime that U.S. regulators might tap for a future data framework.
PRNEWS: What do PR firms and PR pros typically fail to think about regarding data privacy and data ethics?
Lead, Global Data Privacy
W2O Group
Dan Linton: Most PR firms haven’t been thinking about privacy and data ethics at all. If they have, it has been left to legal teams as a compliance exercise. Even when totally compliant, the risk of harm from data misuse is very real.
As we saw with the recent incident involving Bayer, where detailed influencer lists in the E.U. for Monsanto were leaked, PR firms and PR pros need to think more deeply about what they do with data. With the rise of privacy awareness comes additional public scrutiny. Firms, practitioners and clients need to consider the far-reaching implications of their data usage.
PRNEWS: So what can PR pros and firms do now to bolster their data ethics and data privacy efforts?
Linton: First, don’t wait and see what happens – embrace data protection and privacy now. GDPR has been in effect since 2018 and the California Consumer Privacy Act comes into force in just a few months. Privacy now is seen as a key differentiator. Those who are ahead of their competitors will win trust, engagement and market share.
Second, get organized. Many large organizations lack a data governance program, and have no clue what data they have, how it’s being used, who’s collecting it or why. In an age where anyone can demand that an organization delete their personally identifiable data, the need to have a data privacy program...is critical in order to comply. It’s not a small job, but it’s a long overdue and necessary step that will lead to that most valuable of commodities, trust of the audience.
Third, we all need to innovate, but we can do that intelligently and ethically with privacy as a foundation. There is a huge potential in using AI as part of non-personal communications programs. In addition, there are all kinds of opportunities to use first-party data with consent in new ways as part of fair-value exchanges with audiences.
PRNEWS: Is GDPR working in Europe? Has it changed the relationship and trust between brands and consumers?
Linton: Privacy is a fundamental right in the EU, and people are definitely exercising those rights. GDPR, along with multiple high-profile data breaches, has caused people to become hyperaware. As a result, hundreds of thousands of complaints have been registered. At the same time, several surveys and studies have shown that organizations that are fully compliant or ahead of regulations have experienced increased trust and engagement with audiences. It’s clear that consumers expect and demand data privacy and protection, and are willing to reward organizations that offer it. They will also act against them if they don’t receive it. GDPR is bringing these issues into stark relief.
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