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Overall data mining is having a less attention but
still it has too much attraction in it that cannot be neglected at any cost. For
any organization, building better relations is always a priority and
organizations use various strategies and invest huge on to understand the need
of their customers and come up with the best solution to response the need of
their consumer. In the current time, the digitalization has been shaping the
new rules of the game and so it is reshaping the PR building through a revolutionary
data-mining technique. The data mining is technique through which organizations
collect possible information about their key stakeholder and then dig out some
important information in decision making process
In
the modern world, the organizations have been facing great competition in the
market and so they are counting every step towards the success. In this era of
neck-breaking competition, the Data mining technique has appeared as strategic tool
used by the organization to develop a better understating about the industry,
market, demand of their consumer that further help the companies in decision
making process. The data mining has been using by the companies to improve
their understanding of the market to recognize the opportunities and risk and
to consider them in the decision making process
The technological advancements always come up with two ways impact as one side they has great benefits but on the other hand they also create new challenges. Similarly, the data mining also consist some disadvantages for the businesses that use it in their business operations. The data mining is an advanced technology therefore; it is hard to find the experts that have the abilities to effectively use the data mining. The data mining works on the base of complex system therefore, it requires great expertise by to take full advantage of it. Moreover, in the data mining, the mining of data is not all about but the real advantage can be taken when an organization access the useful data from the data that is mined.
Moreover,
the data mining is at its development stage, therefore, it requires some more
improvement to make this technology more beneficial. Likewise, at the initial
stages it costs very high therefore, every organization cannot use this
innovative technology. The supportive equipment used in the data mining are
considered very sensitive and at the same time, they are very expensive
therefore huge level of risk and uncertainties make this technology somehow
controversial for many businesses
On
the other hand, for the business organization the public relations are the core
of their business because an organization with good relationship can build a
strong business that help them to increase the sale of their product as well as
to increase organizational profit. In this regards, the data mining techniques
appeared as a great source develop PR. Many organizations use the collected
data to add value in the lives of their potential customers that help them to
attract and retain their customers. The
data mining has made the business process much easier as well as its
effectiveness helps the business to improve their marketing practices by
enabling the marketers to recognize the potential customers and to reach the right
customer on the right time.
The
PR perspective has largely changed as data mining has been promoting democracy
as the organizations are now more focused on to provide the services and
produce products according to the demand of the consumer. At the similar stage,
the through the concept of data mining, every consumer has the access to raise
his voice that could be considered by the organization in serious manners.
Moreover,
the role of technology is considered as it attached to the data mining for efficiency,
speed up the working criteria of departments in the PR field. The technology not only enhances the
efficiency but also identified the level of efficiency, related issues from the
base which is causing a problem for the PR field and working of the department.
Therefore, the technology is efficient enough that improve the performance of
the PR field as monitoring all the activities of the PR field through data
mining
Overall, it is concluded that the data mining has revolutionized the business world and has introduced new rules in dealing with the public relations in which the organization are now getting success in accurately understanding the need of the their target customers that helped them to reduce the market risk and to grab opportunities. Following this, the new rules of PR building under the influence of data mining has also helped the organizations to meet the highest level of customers’ satisfaction by giving importance to their need and demand.
References of Data Mining Public Relations and Democracy Do the Former Endanger the Latter
Thinkhubbell.com. (2018, July 07). Data Mining Techniques to Polish Your PR Strategy. Retrieved from
https://www.thinkhubbell.com/data-mining-techniques-polish-pr-strategy/
Thompson, E. E. (2018). Public relations education in an emerging democracy. 22(4), 1-14. Retrieved from
https://www.emeraldinsight.com/doi/abs/10.1108/JCOM-04-2018-0038
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