Let’s face it, most people who go into public relations do it because our skill sets run in a certain direction. We are great writers, we love strategy, we think broadly about issues, we are connectors, and we “love people” (that is a little PR joke).

But math and analytics? Most of us would say, “Not really.”  However, we can’t let an aversion to our less developed skills intimidate us.

The era of Big Data has arrived, and social media big data will be a huge trend this year. This means public relations professionals have to step it up to keep up.