In recent years the internet has made it easier than ever to gain public relations insight.
Now that so much of human life and media touches the internet, it takes very little effort to gain basic insight into public behaviour.
We use this insight to help plan campaigns, develop measurable objectives, and measure the outcomes of our work. It’s adding rigor to our jobs.
Big data has been adopted by the public relations business in a wave of enthusiasm in the last 10 years. Data should always be the basis of good practice. It’s a planning fundamental. Ketchum practitioners worldwide are trained in a four stage process that covers the domains of research, insight, strategy and creative (RISC). It’s a framework developed by our research, planning and creative teams, employed as a standard throughout the business from Brazil to Brussels, and from San Francisco to Singapore.