As a communication professional you also

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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.  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. For example, it was not smart to ask artists to perform for free during an event ( Formula Zandvoort ), while that sector photo editor may have been hit hardest during the corona crisis. This can damage the reputation of your brand or organization. Communication professionals must therefore be aware of trends and indicate.



Which are relevant or which will not last. Claim your spot in the boardroom What about our reputation and to what extent do our proactive PR activities have an impact on this Do we get enough exposure in the media with important topics that are relevant to us Are we on the right track or do we need to adjust our strategy All questions that the board wants answers to. So communication professionals need to develop data skills so that they can answer these questions based on data and not gut feeling.