My friend and PR mentor Bert Cunningham frequently suggests topics for Public Relations Nation. As I’ve done before, I asked Bert to be a guest columnist this week. I’m very happy he’s again providing us with his wise observations.
I recently had the pleasure of speaking to one of Professor Morosoff’s PR classes. One of the challenges, and opportunities, discussed was that PR pros need to know how to use Big Data.
A recent New York Times article entitled “How Facebook is Changing the Way its Consumers Use Journalism” underscored the issue. The article described how Facebook’s use of algorithms to drive news to its users is “changing the way its users consume journalism.” In turn, Facebook’s algorithm-driven news feeds impact how news content providers structure their respective print, Internet and digital products, and how advertisers advertise and on what platforms.
It’s still a “bold new world” for traditional news media seeking to survive as the impact of social media and digital apps drive more of the news delivery process. What struck me was how this changes the PR pro’s role.
A cornerstone of PR is media relations. The basic tenet of media relations is to build relationships with reporters, editors and assignment desks. How will Big Data news algorithms change that equation? How does a PR pro build a relationship with an algorithm? I can imagine a Big Data-influenced call to a reporter going something like this: “Hi, Bill. It’s Bert. I have an interesting story for the XYZ non-profit’s annual fundraiser that’s truly unique.” “Really, Bert, sounds interesting. Let me see how non-profit fundraising stories are trending on Facebook’s algorithm…Sorry, way down. Call back when the algorithm is up.”
Extreme? Perhaps. But, here’s the point: The human factor is being taking out of the news business, because of the need to survive. News outlets always had to survive, but there was a wall between the news content side and the advertising side. Those lines are blurring more and more because of social media-driven news feeds. When the human factor goes out of the news business so will the ability of PR pros to build meaningful media relationships.
So what do future PR pros do? How will they cope with Big Data and news feed algorithms? Your thoughts?