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Big data and automation have become two major challenges for the strategic management of communication in organizations. The process of collecting, storing and analyzing large amounts of data is key when it comes to segmenting stakeholders, analyzing the environment, evaluating the effectiveness of communication campaigns and, ultimately, responding more effectively to the needs of the key publics. However, this article highlights the limited use that Brazilian communication professionals make of big data, largely due to the lack of knowledge and analytical skills necessary to take advantage of this new technology. In addition, there is a large gap between the perceived importance and the level of implementation of big data and automation in Brazilian organizations.

Uso del big data y de la automatización entre los profesionales de las relaciones públicas en Brasil