Beyond proving the value of public relations, can fully automated media tracking also be the public relations executive's ticket to the boardroom?

The data mining potential of these new tools are creating new opportunities for professional use as well as academic research. Today's massively rich databases represent nearly 100% sample size in terms of what the media are saying. The author believes this could advance the PR profession the way that economists flourished when reliable economic and demographic data became available.

Continued innovation in the field will yield opportunities like near-instant analysis of how a new product launch is going, whether top executive spokespeople are staying on message, and environmental threats facing your business. But with new tools come new challenges. If a company can track a billion media hits in a year, how will it absorb the meaning of all that, let alone define success

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