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Levelling up to the needs of the Marketing Dept. & the Boardroom
In today’s data driven world, PR must keep pace with the speed of wider business planning and decision making. To feed the right intelligence and insights to the marketing department and up to the board room requires that comms professionals move beyond measurement for self-justification. More than ever data gathered must help to inform present and future strategy rather than provide a rear view mirror on what’s happened. These slides will look at fresh survey data commissioned by Hotwire that addresses how comms professionals are using data today and the critical views of marketing professionals.
“I have been struck again and
again by how important
measurement is to improving the
• Intros – our panel
• Background of research
• Hotwire research and discussion
Group CEO, Hotwire Co-Founder, Question and Retain Group MD, Political Intelligence Ex-Head of Europe, Alibaba
now CEO of Tradewise
Meet the panel
Brendon Craigie Imogen Osborne Nick Lansman James Hardy
Join the conversation
the primary use of
data in PR and
Which of the following best describes
how you primarily use PR and social
media data in your organisation?
use PR and social media data to inform future
campaign and communications strategies
mastered data as a
How effectively does your
communications department use data
and insights to inform strategy and
think data is used effectively
There’s no place to
have skills, tools
and capabilities to
“My organisation is well equipped to
extract meaningful insights from PR
and social media data it collects”
agree with this statement
Despite a 24/7
media, a 9-5
mentality is still
ingrained in PR
Is your communications team able to
act on data from events and insights
in real time (e.g. immediately) if
only said their team is "always on"
and can act in real time
data without insight
provides only a
How much trust do you have in the
accuracy of the data and insights that
comes out of the following functions?
don’t completely trust their own data