Big data technology is touted for its ability to store and analyze enormous amounts of information efficiently. What is sometimes overlooked, however, is its ability to do that gathering and implementing in real-time. In just a matter of seconds the data goes from an unorganized mass to a readable, usable form of information. And now, with Presto as a service any company, big or small, can have this real-time analytics ability.
Companies are trying to figure out how to best use this new technology to improve and change what they do and how they do it. One field that is finding this extremely helpful is public relations. Public relations practitioners are often placed in extremely difficult situations when dealing with company crises. Each problem is unique, and it takes time to analyze the situation.
Generally, when a well-known company has a crisis there are numerous reports on TV, radio and the internet. Some of the questions these PR professionals have asked in the past are: How much of the information being broadcast is really accurate? How can we get access to all the different material being broadcast across different mediums? How can we effectively combat the misinformation that is getting to our customers? What things being said are productive critiques that we can implement into our business?
Without big data, all these questions cannot be answered. With big data they can. Big data and Presto can gather this type of data reports on TV, radio and Internet and make it accessible for companies in seconds or a few minutes. These PR pros now have access to information they never could have gathered otherwise. They have a much better vision of what is being said about the company, if the information is accurate or not and they can then make prompt changes.
With that information, PR teams can put together a much more effective and comprehensive crisis management strategy. And, the information can help them avert future crises. By monitoring so many different media outlets, companies can gain a better understanding of where they stand in the publics eye. If there are flaws that the media is pointing out, PR pros can find ways to address these issues with company management before they get out of hand.
One recent example that comes to mind is the battle between China and Nu Skin, a Utah-based company that sells personal products and dietary supplements. China accused Nu Skin of illegal selling practices and ended up issuing a fine of more than $500,000 to Nu Skin.
This is an especially relevant example because it brings up an important issue for PR pros dealing with crises in different countries, especially China. In a country of more than one billion people, Nu Skin had its work cut out trying to change public opinion and correct factual errors being presented. A task of this magnitude requires big data to be effective. Not only does big data give companies the necessary tools to respond quickly, but it also means they can be much more focused in their efforts. They know what media they need to reach out to and which they dont. They dont waste time or resources in areas that will be fruitless.
Another bonus for PR professionals is that with big data its easier to see if their strategy is working or not. Todays world is always running at high speed, and companies dont have a lot of time to come up with strategies and then implement them. Because of this theres an increased probability of mistakes. By incorporating big data, not only do PR teams have more information to create better strategic plans, but they can also monitor more effectively, and make changes quicker.
Whats most important though, is that this type of monitoring promotes complete solutions. By using real-time analytics from TV, radio and internet, companies are always on the lookout for problems and concerns. It promotes a sense of social responsibility and increases the probability that executives will take necessary measures to permanently clean up problems and avert a crisis.
