{PR}edict: Predictive Analytics and the Future of PR, Part 5

predictive analytics in pr

In this series, we’ve looked at what predictive analytics is, why it’s important to public relations professionals, and a glimpse at some actual predictions:

Now that we’ve surveyed the domain of predictive analytics for PR, it seems appropriate that we spend some time making predictions about predictions.

What’s the Future of Predictive Analytics for PR?

Today, predictive analytics still requires a high degree of technical proficiency, even if the costs of materials are low. To execute predictive analytics efficiently and effectively, we need three classes of people in our organizations:

  • Developers, to access the data and APIs that provide our data
  • Data scientists, to build predictive models from our data
  • Data-driven PR professionals, to take the models and turn them into programs of action for our brands and clients

Very few organizations have the resources and capabilities to hire all three classes. Most PR departments and agencies are lucky to have even one of the three, largely due to cost. Developers and data scientists cost hundreds of thousands of dollars per year each.

For more organizations to use predictive analytics, vendors will democratize the process using software. Artificial intelligence and machine learning will make incorporating data seamless, and the software will choose the appropriate time-series predictions automatically. Already, software like IBM Watson Analytics and Alteryx (disclosure, a SHIFT client) make data import and statistical analysis easy for business users; predictive analytics will be a trivial addition to these kinds of products.

Once predictive capabilities become available to general business users, I expect enterprising PR professionals to adapt the software to PR-specific tasks. Few, if any, vendors will publish editions of their software solely for the public relations industry. However, just as data-driven PR professionals have embraced Google Analytics™, sophisticated social media monitoring, and customer journey mapping with data, so too with they embrace predictive tools in daily PR work.

The Future of PR is Predictive

The future of public relations will be powered by predictive analytics and machine learning. PR practitioners who want to increase their impact and results will make use of these technologies every day to always be one step ahead of the news.

Are you ready for a predictive future?

Christopher S. Penn
Vice President, Marketing Technology

Download our new eBook, How to Measure the Value of PR

Posted on October 2, 2017 in Artificial Intelligence, Marketing, Marketing Technology, Predictive Analytics, Public Relations

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About the Author

Christopher S. Penn is an authority on digital marketing and marketing technology. A recognized thought leader, author, and speaker, he has shaped three key fields in the marketing industry: Google Analytics adoption, data-driven marketing and PR, and email marketing. Known for his high-octane, here’s how to get it done approach, his expertise benefits companies such as Citrix Systems, McDonald’s, GoDaddy, McKesson, and many others. His latest work, Leading Innovation, teaches organizations how to implement and scale innovative practices to direct change. Christopher is a highly-sought keynote speaker thanks to his energetic, informative talks. In 2015, he delivered insightful, innovative talks on all aspects of marketing and analytics at over 30 events to critical acclaim. He is a founding member of IBM’s Watson Analytics Predictioneers, co-founder of the groundbreaking PodCamp Conference, and co-host of the Marketing Over Coffee marketing podcast. Christopher is a Google Analytics Certified Professional and a Google AdWords Certified Professional. He is the author of over two dozen marketing books including bestsellers such as Marketing White Belt: Basics for the Digital Marketer, Marketing Red Belt: Connecting With Your Creative Mind, and Marketing Blue Belt: From Data Zero to Marketing Hero.
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