In today's data-driven world, Public Relations (PR) professionals must leverage analytics to craft compelling narratives, measure campaign impact, and make informed decisions. This course, Data Analysis and Management for PR Officers, is designed specifically for PR practitioners who want to enhance their skills in handling data to optimize media strategies, stakeholder engagement, and reputation management. Whether you're a junior PR officer tracking social media trends or a senior executive evaluating crisis response effectiveness, this course equips you with practical tools to transform raw data into actionable insights.

Course Objectives By the end of this course, participants will be able to:

• Collect, organize, and manage data from sources like social media platforms, press releases, and surveys using tools like Excel, Google Analytics, and basic SQL.
• Analyze data to identify trends, predict outcomes, and evaluate PR campaigns' ROI (Return on Investment).
• Communicate data findings effectively through visualizations and reports tailored for non-technical stakeholders.

Course Content

Data Foundations & Audience Insights:

·         The PR Data Audit (Identifying where the Public Relations data lives)

·         Essential Metrics (KPIs)

·         Crisis Data Management

·         Audience Segmentation Using demographic data

·         Survey Design & Analysis

Strategic Reporting & Visualization:

·         Excel for Public Relation (using Pivot Table)

·         Cleaning up duplicate press contacts

Data Storytelling and Visualization

Target Audience

• PR officers, communications specialists, and media relations professionals with basic computer literacy but limited data expertise.
• Ideal for those in corporate, government, NGO, or agency settings in dynamic   environments where digital media and public opinion evolve rapidly.

CONCLUSION

Key takeaways include the importance of data literacy in modern PR: whether measuring the virality of a social media campaign or forecasting reputational risks, these skills empower you to make evidence-based decisions in an increasingly digital landscape. Remember, effective PR isn't just about creativity—it's about combining intuition with analytics for measurable results.

Accommodation:

This course is non-residential. Participants are to lodge in hotels of their choice near the Training centre. A list of these Hotels will be provided on request