PR blinded me with science!

Twenty years ago, I distinctly remember standing in my algebra classroom, intensely studying a chart with careers and how much math and science each used. I traced my fingers along the rows and columns until I figured out that radio disc jockey was the career path for anyone who didn’t want to use more than basic math and science.

Thus, my career was determined.

Fast-forward to present day and here I am, holding one science degree and working on an advanced science degree. Let’s be honest, the silos between art and science are a thing of the past and have been for some time.

When I hear new PR professionals say they got into the field because they hate math, I immediately want to turn them around and tell them to find a new career path. Do not pass go. Do not collect $200.

Because in reality, public relations has a serious love affair with science and math. Specifically, data. Here’s why:

• Strategy: Public relations professionals should embrace data with open arms since it informs strategy in a huge way. Knowing what content and where a target audience is consuming it means you know where the people you want to talk to are hanging out. This is the equivalent of figuring out where your crush gets her coffee every morning and placing yourself directly in her sights. A little creepy, yes. Much more effective than just showing up in every coffeehouse between here and Timbuktu.
• Content: Speaking of content, knowing the kind of content your audience is consuming is gold. If your audience is mostly consuming video or visual content, you might consider shifting from a text-based delivery. If they respond more to humor, perhaps a lighter approach should be considered.
• Measurement: What is the point of implementing strategy if you can’t measure its success? Data is integral in measuring the success of strategy. Just remember, you need to agree on what success looks like. Be sure to determine what you’re aiming to for – whether it’s a specific number of eyes reached or actions taken. Also, remember that there is a difference between progress and success metrics.

For extra credit reading, check out this article from Forbes about PR + data and this white paper from the Institute of PR.

Cheers!

Jessica