BALI, PRINDONESIA.CO – the existence of big data is highly important for public relations (PR) people, mainly when they design a campaign that can reach the right audience. Especially for IMOGEN PR, a PR consultant company where he works. Big data became one of the devices that needed to help them build client’s business campaign.

According to Artnandia, the advanced development of big data will bring us to a state where a PR is able to predict precisely from consumers to determine a solution from a problem without error. This matter is possible because all the data needed is available in the big data.

Big data will also be very helpful to PR in determining the effectiveness of a company’s brand. Especially when PR is conducting the problem search process of a brand, analyzing the progress of the company’s image in the community, determining a brand personification that appropriate and in accordance with the consumers’ want, to finding out about the community’s response from the competitor company’s brand. By taking the advantages of big data, PR can suppress the survey cost, save time, and the result is even more accurate and up to date because all of the data is updated every second.

However, Artnandia underlined, big data is nothing without strategic thinking from PR. Big data should be processed, analyzed, and improvised. Moreover, PR is the one who has the ability, they are able and understand how to use big data so that it becomes valuable for the company. “If we understand how to process big data, it means we already mastered the consumer’s want,” he elaborated.

Data Processing

Then, what is big data? Big data is a combination of various data that consists of activity, conversation, sentence, voice, social media activity, browser logs, photo, video, sensor, movement, and many more.

To combine all media like website, blog, social media and news media, PR can use text analytics and sentiment analysis. This program works by combining all the data into a data graphic. “The result from the analysis will give an illustration of the community’s response towards a company’s brand,” he explained while mentioning brand24.com as one of the tools that can be used to see the community’s response towards a brand or word in a big data.

There are four indicators that PR needs to pay attention to while doing text analytics and sentiment analysis.  They are number of mention, social media reach, number of positive and number of negative sentiment. These four indicators will be a guide for PR in determining strategy, initiative, and implementation of business communication.

There are stages in processing big data, it usually started from the problem that is being faced, finding out about the appropriate personification to represent a brand, to consumer’s experience while using a brand. “After all of that is discovered, then we continue to plan a strategy,” he said.

For Artnandia, it is important for PR to understand brand personification because people always change. For example, 30 years ago, a personification that was considered cool by the public was Mas Boy of the movie Catatansi Boy. In 2000s it moved to Rangga and Cinta, the characters of the movie Ada ApaDenganCinta. Nowadays, it moves to Dilan in Dilan 1990. “From the data, we become relevant and able to reach the right audience,” he concluded.(gus/rtn)