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Big Data will increasingly shape the targeting, content, and performance of future public relations, just as it will transform every other corporate function. And that presents two interrelated challenges for PR people. First, they need to work with senior management in thinking through the ethical implications of gathering and using all this data. Second, PR people need to get as comfortable with data as they are with words. They should be plumbing whatever data they have—Small, Medium, or Big—for actionable insights.