“Big Data” seems to be in every other headline. While the term might be relatively new for most of us, the concept and the capability are extensions of the digital evolution of the past decade. Increasingly referred to as “web 3.0,” in hindsight it’s easy to see where we’ve been heading with the preponderance of web sites and digital tools that have become integral to marketing, advertising and public relations in just the last few years.

The branding evolution encourages communicators to lean heavily on engagement tactics that lead a company to develop a strong relationship with its audience. For some companies, that engagement must start internally with employees to allow it to build up and pour out to consumers, while other companies are putting more focus on their outward facing relationship with consumers. When engagement tactics via social media channels are thoughtful and meaningful, what usually results is an overwhelming following of happy customers. When brands choose to use social media channels as an inappropriate vehicle for lashing out, those companies shouldn’t be surprised by the consuming back lash that ensues.

In this week’s PRSA “Friday Five” post — an analysis of the week’s biggest public relations and business news and commentary — we look at how companies are making engagement a top priority for maintaining a strong pulse on their consumer needs and using the knowledge they gain to improve the consumer-brand relationship.

PRSA’s independent auditor, PKF, recently completed its review of PRSA’s 2012 financial statements and issued a highly desirable “unqualified opinion” on the Society’s finances. This means that, in PFK’s opinion, the financial statements “present fairly, in all material respects, the financial position of [the organization],” and are prepared “in accordance with accounting principles generally accepted in the United States.”

When brands take the time to get to know their consumer they often find it easier to conjure up wonderful, impactful ads. However, there are some brands that like doing business without research regardless of the consumer and changing demographics. As globalization changes the look of business and how we communicate, brands need to realize the value of engagement. When an audience feels they can relate to a brand, what the brand represents and any collateral that comes from that brand, the more willing consumers are to forge a real connection, offer opportunities for increased sales and act as cultural informants for the creative product of ad placements.

In this week’s PRSA “Friday Five” post — an analysis of the week’s biggest public relations and business news and commentary — we explore the brand behind the ad and how a lack of connection internally, as well as, externally with your audience can deeply impact the success of a company’s ad campaign.

This is the exact time of the academic year when it really hits me…the future of the public relations profession truly is in good hands.

No, it’s not “exam fatigue”…exams at Curry College don’t start until next week. Nor have I (as many students in my early-ish morning classes suspect is all-too-often the case) over-caffeinated.