In this episode of The Changing The Terms Podcast, I sit down with Tan Sukhera, CEO of Piar.Co, which specializes in PR data analytics. Tan delves into the importance of integrating data across PR, marketing, and sales functions to create cohesive, impactful communication strategies in the B2B sector.

Key Discussion Points

- Blue Ocean Strategy: Tan shares how his company identifies and capitalizes on underserved niches in media intelligence, avoiding saturated markets.

- Data Integration: Learn the critical need for breaking down organizational silos to unify data and create a more accurate, actionable overview.

- PR and Sales Connection: Tan challenges the misconception that PR doesn’t contribute directly to sales, emphasizing the hidden connections that can be uncovered through integrated data.

- Data Governance:Tan highlights the emerging need for a dedicated role to oversee the integration and governance of data within organizations.

- AI and Emerging Tech: Explores how AI and machine learning are revolutionizing the media intelligence landscape, pushing agencies to stay ahead.

- Customer Journey Mapping: Tan describes the process of tracking customer touchpoints to align communication strategies with business objectives, driving measurable results.

- Internal Comms and ROI: Tan argues for the critical role of internal communications in influencing organizational outcomes, stressing the importance of demonstrating its impact to leadership.

- Future of PR: Tan warns of the potential decline of traditional PR roles if they fail to adapt to data-driven approaches, advocating for a shift toward a more analytic, results-focused mindset.

Timestamps

00:00: Introduction and guest overview

01:23: Tan’s career and Blue Ocean Strategy

03:24: Breaking data silos in organizations

06:42: Common PR misconceptions

09:31: The role of data governance

12:45: Market position of PR data providers

15:12: Integrating AI in media intelligence

18:22: Mapping the customer journey

23:05: Linking PR efforts to sales

28:38: Leveraging LinkedIn data for insights

31:59: Internal communications and ROI

35:19: Future challenges and opportunities in PR

About Tan:

Tan Sukhera is the CEO of PR Company, a media intelligence consultancy based in New York. With extensive experience in media intelligence, Tan focuses on using data to drive impactful communication strategies and break down organizational silos.

Tan’s Contact Details:

LinkedIn: https://www.linkedin.com/in/tan-sukhera

PR Company: https://www.piar.co/

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https://changingtheterms.com/

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Keywords:

Media Intelligence, Data-Driven PR, Communication Strategies, PR and Sales Integration, Breaking Down Data Silos, Blue Ocean Strategy, AI in PR, Customer Journey Mapping, Internal Communications ROI, Data Governance in Communication, Emerging Technologies in Media.