The final article of our five-part series produced with partner PR News, examines the impact of data analytics on corporate communications.

“Having a good foundation of creativity, compassion, and ethics cannot be replaced, but neither can numbers…the numbers tell you where to begin, but your heart should be where you end.” Communications professionals are rapidly adopting a data analytics approach to their PR efforts by pairing it with their already strong creative capacity. Executives from Bloomberg, PNC, U.S. Green Building Council, and Southwest Airlines discuss their experiences in the new data-heavy communications landscape. Their stories highlight the importance of those looking to enter the communications field to learn how big data impacts the PR work of some of the world’s largest companies.

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