CPRL 636. Public Relations Measurement, Data and Analytics .

How to use data, metrics, analytics and primary and secondary research in formulating, measuring and evaluating public relations strategies in each phase of the development process. Focus on formulating the measurement instruments needed to test effectiveness, and on interpreting and communicating the results thereof to management and other relevant stakeholders. The use of artificial intelligence (AI) in public relations such as in media monitoring, and how to collect, analyze and act on data of the attitudes and behaviours of key audiences.