Data also played a major role in the event. “Data-driven communication or public relations is all about Stop a strategy guided by ‘gut’ decisions”I insist Natalia Girard, the head Corporate Affairs and Communications for Unilever’s Argentina, Uruguay, Paraguay and Chile.
For the administrator, it is relevant to have a preview of what is happening, who the actors are, what they are saying at what time and what tone they are using on a topic.
“Technology brings a lot of information from research and development. It helps us understand how we produce and market. But the people are the protagonists. If we don’t know how to run a creative campaign, data alone is not enough without us analyzing or interpreting it,” he said.
And he added: “That’s communication work. We’re feeding ourselves with data from different areas and it’s here to stay.”
Similarly, Giraud emphasized that each brand must understand that this process has its purpose.as well as the public conversation surrounding risks.
That way I point out”There are things consumers say on social networks EAtta sThis information can be used to support the creation of a more convincing message”.
“These changes are, essentially, changes mental structure. We need to stop thinking that technology is only for others. It changes the way society and we all use this tool,” he concluded.
