• Kristin Jones
  • Kristin Jones, CEO Wallop! OnDemand

    Kristin Jones serves as Founder and CEO of Wallop! OnDemand, and she is known throughout the PR community for her dedication to improving PR measurement and analytics. She developed the Wallop! measurement, monitoring and analytics solutions to provide PR leaders with the tools they need to succeed in today's market. Kristin is also the owner and founder of Jones PR (www.jonespr.net), an agency best known for obtaining high-profile media coverage for its clients. Prior to founding Jones PR, Kristin spent several years working with two of the world's largest PR firms – Porter Novelli and Weber Shandwick – and has worked with a number of boutique PR agencies in Silicon Valley. Outside of work Kristin enjoys spending time outdoors with her family, reading, playing board games and exercising. She's a wine enthusiast, is fascinated by paleontology, and she loves a good crime-drama flick.
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What Does the “Age of Big Data” Mean for PR?

In the last few years, more data has been created than ever before.  With technology advances shifting communication overwhelmingly digital, it is now possible to obtain more information about what people are saying about your company or product than you ever thought possible.  Thanks to Facebook, Twitter, web searches and mobile devices, we can understand in much more detail things like who “likes” our new product and what they are saying about it.  They are calling this “The Age of Big Data”.  Are you seeing a change in PR due to this new trend? What changes are you making in order to take full advantage of this endless supply of data?

“Big Data” Means Demand for PR Measurement

This revolutionary change to our culture demands a change in our marketing tactics.  The days of making decisions based on past experiences and intuition are gone.  With all the digital media measurement available we have the capability of being scientific in our decision making.  PR measurement and analysis is now considered essential when it comes to helping clients and executives make smart business decisions.

“Big Data” Means Getting Specific

With all the mountains of data at your fingertips, it can be quite overwhelming to think about how to go through it all.  Too much data is not helpful, so data needs to be properly filtered.  The good news is… because there is more info out there, you can get very exact and drill down to specific data points that are relevant to your organization’s business needs.

“Big Data” Means Lots of Analysis

Because of the huge increase in data and our access to it, there is an incredible demand for qualified people to filter, collect, analyze and make sense of it all.  There is no time like the present in this fast-paced data saturated world to become data savvy.  Make sure you hire PR staff  with measurement expertise, train existing staff in data measurement and analysis and/or take advantage of vendors who are the experts in data measurement to handle this task for you.  Outsourcing PR measurement and analysis is becoming more popular as measurement gets more intricate.

“Big Data” Means More Profits

In a study of 179 large companies, conducted by MIT professor Erik Brynjolfsson, it was found that those who adopted data-driven decision making achieved a 5-6% increase in productivity and profitability.  Another reason not to ignore the data trend.  Executives and clients are looking to PR and marketing more than ever for information and guidance to help them make well-informed decisions.  What an opportunity for PR to become an essential part in successful business!


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