Controlling the Power of Data Analytics in a World of Technology

While at home for spring break, I got a new phone. I got the iPhone XS, complete with Face ID as a form of unlocking the phone, accessing Apple Pay, and serves in place of inputting passwords to some of my apps. When Apple first released Face ID. I remember discussing with my family how creepy the concept was and we all agreed that we weren’t sure if we would be jumping on that bandwagon. Now, a few years later, I’m obsessed with my new phone that can recognize my face instead of analyzing my fingerprint. How did this switch happen? How did I change my mind within a matter of a few years? These are questions that I try not to think about because it would facilitate my acceptance of a society that can store and manage my data without my complete understanding. My short anecdote serves as one that I am sure many other people can relate to. It’s true – Face ID is really cool but also a bit creepy. Nevertheless, it’s Apple so we should believe that they’re protecting our data and not selling photos of our faces to other companies. Because they wouldn’t do that, right?

Mike McDougall, founder of McDougall Communications and APR and Fellow of PRSA is a highly decorated public relations professional with a passion for the reshaping of reputation management and data security. On Tuesday, March 26, McDougall spoke about the role that public relations practitioners must assume in a society that is quickly changing and evolving to catch up with the growth of the data analytics industry. McDougall posed questions to his audience that were meant to elicit thoughts of our own personal security and our confidence in our knowledge of data. The audience was flabbergasted to say the least – how could these companies be collecting all of this data without our knowledge?

Mike McDougall. Source: NewhouseSpeaks Email

After talking through many examples, McDougall explained that there are two sides to data collection. Data collection can be analyzed and implemented positively, such as more accurately targeting a specific audience, easing the use of previously more complex services, and customizing service to speed up performance. These are all valid uses of data and serve as great examples for communications teams to become more effective overall. However, there are negative ways to use data which result in overall societal mistrust and conflict. Selling data is one of society’s biggest fears and occurs often. Additionally, blackmail and identity theft occur frequently due to breaches in data.

In “Social Media: How to Engage, Share, and Connect”, by Regina Luttrell, the importance of data analytics to curate social media advertisements is essential for any communications team. She writes, “The mounting convergence of traditional media platforms, in conjunction with new media technologies, has created a rich mixed-media environment, promoting communication and even collaboration with an audience through the web.” McDougall would say that one of the more prominent issues in this mixed-media environment is deciding what extent to use a user’s data to target them for advertisements. Although he could not provide a cut and dry answer of when to abstain from using data in communications, he did provide tips on how to control data.

As PR practitioners, we are tasked with evolving just as fast as data is evolving. McDougall explains that strategic thinking is the best way to do so. Although we cannot accurately predict the rate at which data will grow, thinking strategically gives us a way to problem solve when needed. Additionally, learning about the trajectory of data analytics and education your organization’s audiences is a great way to keep your audience’s trust and remain in control of a situation. Protecting your audience’s data and implementing policies to do so keeps organizations accountable and reduces negative data use.

Data is a topic that is difficult to understand, but Mike McDougall perfectly summed up the need for tighter data security within the public relations industry.