Public relation normally helps in shaping the public opinion regarding a company or an issue that is essential to the organization. After reading the articles, something I learned is that influencers are essential to the organization. Influencers tend to help in giving credibility to the message. Researchers state that it is necessary for public relations professionals to understand the personality attributes that make influencers credible among other key publics (McCorkindale & DiStaso 2014). Influencers are important to an organization because they have the ability to influence the target market. Hence, having a good influencer and supplying them with relevant information will have a positive impact on the organization.
From the articles, I also learn that public relations can use data in generating results for the clients. In public relations, data helps in strengthening media relations and also verifying the true impact of public relations on the company results (Rockland, 2012). It is possible for PR to mine useful data from various sources and then use that data to provide persuasive stories and also bolster the credibility of the organization. Based on the articles, they indicate that the public relations organization should be data-driven so as to success in the evolving business environment. Organizations should use good data so as to generate insights resulting from a more effective business decision and the communication programs.
Measurement is also an essential factor to consider in public relations. It is important to understand analytics so as to justify any communication program. In this aspect, one must first consider measurement right from the start (Rockland, 2013). During the process, it is essential to identify the objective, what you are measuring, how to measure it and tools you will use. Failure to consider this aspect will result in the failure of your program.
Reference
Rockland, D (2013). Learning to love math and analytics Public relations tactics
Rockland, D (2012). The Moneyball approach to public relations Public relations tactics
McCorkindale, T & DiStaso, M (2014). The state of social media research Research Journal of the Institute of public relations
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