According to Wikipedia, Public Relations is the practice of managing the spread of information between an individual or an organization and the public. As all of that information is data, it can be analysed and used to improve the PR activities performed by organizations. Enter the world of big data, and that information can be turned into valuable insights.
As I have mentioned earlier, big data will affect any industry and any department within any organisation. Especially those departments that deal with (potential) customers will be affected because thanks to big data technologies, it becomes possible to get to know each of your customers, suppliers or influencers as if he or she were your best friend. Public Relations is all about getting the stakeholders to maintain a certain point of view about the organisation. With big data it is possible to understand what that point of view was, how it changes over time, what it takes to improve it and what the effects are of the PR activities done
Via Russ Merz, Ph.D.