The Time of Big Data in Public Relations and Its Professional Practice in Peru
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This article pretends to determine the current state of the professional practice of the public relations professional in Peru, in the context of the time of big data and digital automation in comparison with the other Latin-American countries. The goal of this research is to discover the benefits and disadvantages of the big data tool in the realm of strategic communication and its use in professional practice. Likewise, the main goal of this article is to get to know how familiarized the Peruvian professional is with these tools for the achievement of its communicational goals. This research analyzed the results of the work performed by Latin American Communication Monitor, who examines the trends and challenges in strategic communication through a questionnaire applied to public relations and communications management professionals. The statistical result displays that Peru, in contrast to other Latin-American countries such as Colombia and Mexico, is at the bottom in the use of automation due to a reduced knowledge in big data for the planning of communication strategies The information shows that there is an awareness of its importance, but its use is very limited among the polled professionals. This knowledge is circumscribed to monitoring the data analysis for social networks and e-commerce channels. The perspective opened by this research for the future is to identify how this technology allows intelligence to be applied to new corporate communication strategies.
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