What is the data opportunity for PR firms? Paul Hender and Richard Bagnall on the PRmoment Podcast
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Today on the PRmoment Podcast we’re talking to co-founders of CommsClarity Paul Hender and Richard Bagnall.

These 2 are stalwarts of the PR measurement and evaluation game. They’ve worked together on and off at the likes of Metrica, Cision and Carma for the last over 30 years!

And today on the show they are going to be chatting about what is the data opportunity for PR firms?

Fittingly given today's podcast’s theme we’ve just launched our PR Masterclass: The Intersection of Data, Planning and Measurement.) Attend this PR Masterclass to hear from experts on the latest techniques, tools and case studies about the use of data in modern communications.

The other big news in public relations is that the PRmoment Awards 2025) are open.

All the categories, the updated entry form and the 2025 entry pack can be viewed on the awards microsite.

Also, thanks so much to the PRmoment Podcast sponsors the PRCA.)

**3 mins **Why is it an interesting and important time for the intersection of data and PR?

“There's a perfect storm of the need to use data better in PR.”

“There is an increasing cynicism about last click attribution.”

“There is this extraordinary evolution revolution of the the media”

“AI is disrupting the media analysis place.”

“Brands are going to live and die on this.”

“People are taking all these data points and throwing them at the wall and hoping some of the mud sticks.”

**8 mins **Over the last 10 years many of the legacy media monitoring firms attempted to build something resembling a one stop shop for data. How successful have they tended to be in that strategy? 

“What evaluation isn't is templated counting amounts of easy to capture data points.”

***14 mins ***There are so many PR tools now. Indeed many of them are not specific tools to PR. How can PR folks navigate that media monitoring, social listening, audience integration, misinformation and emotion tool market?

Editors note: Golin’s Jonny Bentwood will present his PR Tools Review) at PRmoment PR Masterclass in February. (Masterclass 4)

19 mins Has the number of PR tools and media intelligence being bought increased? And is that investment being spent wisely?

**20.30 mins **How big do agencies tend to be before they bring in either a head of analytics or an analytic team?

“Every agency needs to be able to talk with confidence about data and analytics and the value of its work - and if it can't do that it doesn't have a very bright future.”

22 mins What are PR firms doing with their data? What does good data use by a PR firm look like?

**26 mins **Should PR firms buy data tools or build them?

**30 mins **Why the problem of PR people becoming overwhelmed in data is huge.

**32 mins **PR’s integration of data challenge: How are we doing? With a nod to AMEC’s Integrated Evaluation Framework. )

“The whole concept of absolutism has to go out the window. You can’t just chuck out data points. That’s where derision happens.”

37 mins Data storytelling is one of PRs words of the moment. How does that compare with the reality that PR remains in many ways an art form?