PR data, research and evaluation continue to flourish in agencies, non-profits and corporations large and small. 60 percent of communicators in a new poll say they measure “always or often.” The availability of low-cost technology is one reason. An indication of the growing importance of research-informed PR is the emergence of dedicated data scientists employed within communication teams.
Edelman promotes its Data & Intelligence unit (DXI) as more than “350 research specialists, business scientists, data engineers, behavioral and machine-learning experts and data strategy consultants.” Even some boutique agencies employ dedicated research and analytics talent. Universities, from USC to Rutgers, offer advanced degrees in Communication Data Science.
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