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The Monday Morning Memo

“Salmon points to police departments that judge effectiveness on arrests and schools that focus their efforts on increasing standardized test scores as examples of the unintended consequences of yielding decision-making to quantitative data. What scared me as I read this article is that I see marketing and PR taking the exact same road. Quantitative analysis of big data is thoroughly disrupting our industry – everything we do now can be measured, analyzed and optimized.”

“We use tools like Sysomos and Radian6 to track millions of social media posts. We use sophisticated algorithms to measure the specific level of influence people have among their friends. We use social network analysis to determine how messages flow from one person to another.”

“We can even use cookies and web analytics to optimize the actual content that you see when you visit a site. And we’re only at the beginning. PR is going to get more and more data-driven, allowing us to become more efficient than we’ve ever been.”

“And that’s what scares me.”


Steve Radick

I’m a Vice President of Public Relations

at Cramer-Krasselt in Chicago.
I’ve joined C-K after eight years with
government consulting firm, Booz Allen Hamilton,
where I founded their Digital Strategy and Social Media practice.

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Random Quote:

“Certainly, human nature is fixed. It’s universal and unchanging — common to every baby that’s born, down through the history of our species. But human behavior — which is generated by that nature — is endlessly variable and diverse. After all, fixed rules can give rise to an inexhaustible range of outcomes. Natural selection equipped us with the fixed rules — the rules that constitute our human nature. And it designed those rules to generate behavior that’s sensitive to the environment. So, the answer to ‘genetic determinism’ is simple. If you want to change behavior, just change the environment. And, of course, to know which changes would be appropriate and effective, you have to know those Darwinian rules. You need only to understand human nature, not to change it.”

- Helena Cronin 

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