Relações Públicas e Comunicação orientadas aos dados: realidade ou necessidade contemporânea?

Abstract

Organizational Communication and Public Relations activities are impacted by digital technologies so that the pile of data that is generated instantly needs treatment, understanding, direction and purpose. The article is dedicated to understanding how data is influencing, guiding, and impacting communication processes, through the dynamics of interaction, prediction, and personalization. Initially, the methodology used is the bibliographic research added with examples and real cases, selected by intentional, non-probabilistic sampling, with the purpose of illustrating the theory discussed.