PR Knowledge Hub Digital Capability Pathway

Data-Driven Public Relations

Unlock the power of data in public relations with our Data-Driven Public Relations session. In today’s digital landscape, data is everywhere, from audience demographics and online behaviours to employee engagement metrics and campaign performance. Mastering the ability to gather, manage, and interpret this data is now an essential skill for PR professionals. This course is your gateway to understanding how to leverage data effectively, turning raw information into actionable insights and strategies.

Our easy-to-follow modules guide you through the key concepts, principles, and theories necessary to excel in data-driven public relations. You'll learn how to harness data to identify trends, measure campaign success, and improve stakeholder relationships. Whether you’re just starting your data journey or looking to deepen your expertise, this course is designed to provide you with the knowledge and skills needed to thrive in a data-centric world.
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 Course overview
Watch and Listen

On demand | Learn at your own pace | Learn in your own space

On demand
Digital guides

Readings and resources

Certificate of completion

CPD Points - 2

You will cover

  • Principles of data-driven practice
  • How to find and manage data plus data types and functions
  • Ethical and privacy guidelines
  • Impact of data on reputation
  • Introduction to data visualisation
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The Data Imperative

Why you have to get to grips with data and its role in public relations and communication

Do or Don't - Data Ethics

Introduction to challenges and changes in data ethics

Demystifying Data

What it is, what it does - and how we need to manage it

This course is on the digital capability pathway

Digital pathway
sessions include:

 Data-driven storytelling
 Metrics that Matter
 Advancing Digital Strategy
 Online Reputation Guardianship
 Shifting Social Strategy
 Navigating the Net: Digital Ethics
 Crisis: Digital Damage Control
 Digital Dynamics: Engagement


Join the community - subscribe and learn for less

Subscribers can access sessions over twelve months. Mix and match on demand and live online sessions for a professional programme that will help you stay ahead. Follow a pathway or specialise in a practice area. The choice is yours.