Today’s guest post is by Jim Delaney.

During the last few months, we’ve heard a lot of chatter about big data and how to leverage it for public relations.

Armed with intelligence from the millions of status updates, photos, videos, check-ins, and other digital breadcrumbs on the Internet, PR pros can uncover meaningful, valuable insights.

But it can be an overwhelming task to sift through mountains of intelligence to decipher how to best act upon that data.

Last March on Spin Sucks, Kami Huyse shared the five essential skills PR pros need to master when it comes to big data.

She said when it comes to math and analytics, it’s not exactly love at first sight in PR.

We need to adapt. It’s important to remember just how integral research is to securing and keeping client business. (more…)