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Post by account_disabled on Oct 25, 2023 11:04:05 GMT
You want to know in which topics you are mentioned, how the competition is emerging and whether a campaign has performed better or worse than the previous one. And where that comes from. As a communication professional you have to provide context and interpretation. You can recognize patterns by looking at your own data. If the data shows that a certain story is picked up well or disappointingly by the media, you can make optimizations in your communication. You know what works well and apply it again in the future. The question is always how far the data (basic) skills of a communication professional should reach and where you leave it to an expert. In practice, we see that this differs slightly photo editor within every industry and organization. Do you focus on management, the big picture and the conversion of data insights into strategy? Or do you also turn the knobs yourself? In all cases, knowing the different (im)possibilities of owned, paid and earned media data is a basic requirement. Also read: No measurable communication without strategy Valuing sentiments and trends Of course you don't just look at your own organization and your competitors. As a communication professional you also throw out your feelers in the rest of the world. Recognize broader trends in society. By monitoring various relevant themes that media write about, you get a better picture of your industry. If you know what is going on in society, you can respond to this with your message or campaign. If you are wrong, it will cause reputational damage to your brand or organization.
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