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Mark Weiner Offers Five-Point Plan For “The Datacentric Communicator.”

Posted On February 28, 2018

Mark Weiner, Chief Executive Officer of PRIME Research Americas, posts at the Institute for Public Relations (2/27) under the headline “Advice For The Datacentric Communicator.” Weiner focuses on a five-point plan for “the evolved communicator” to shift from gathering mounds of data to generating actionable insights for their organization. His five suggestions include the understanding that algorithms and technology do some of the heavy lifting on data, but explains how “humans drive understanding, interpretive analysis and strategy.” Weiner also suggests moving from “response-driven research” to “inquiry-based research” that “starts by posing questions, problems or scenarios rather than simply representing the conventional wisdom or the facts as we already know them.” Weiner also discusses how “social media are blurring the lines between qualitative and quantitative research,” and how “‘real time’ is different from ‘right time.’” Finally, he says that “your daily public relations activity may be your best research,” and he explains why.

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