Master Data Storyteller, Sam Knowles, welcomes Wadds Inc.'s Stephen Waddington to explore engineering-style rigour in PR. They discuss: elevating the function during the pandemic, building multi-source datasets for the "Pints & Profits" case study, why "synthetic audiences" are "ultimately junk," McDonaldization and repeatability, balancing numbers and narrative, and the pitfalls of AVE and proxy metrics - plus a call for all PR practitioners to contribute to Stephen's PhD research.

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Resources and social media

• Contribute to Stephen's PhD research: https://publicrelationsmanagement.phd • "Pints & Profits" (Brew case study) http://bit.ly/3KC7qcE • Market Research Society: "Campaign for Better Data" http://bit.ly/4pD2RyZ • Stephen's blog: https://wadds.co.uk/blog • Stephen's Substack: https://wadds.substack.com • Stephen's LinkedIn profile: https://www.linkedin.com/in/stephenwaddington/