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## Essential Units for Masterclass Certificate in Data-driven PR Monitoring
**• Introduction to Data-driven PR Monitoring**
* Definition and scope of data-driven PR monitoring
* Benefits and challenges of data-driven PR
* The role of data in PR decision-making
**• Data Sources for PR Monitoring**
* Social media monitoring tools and platforms
* Web analytics tools
* Customer relationship management (CRM) systems
* Industry-specific databases
**• Data Analysis Techniques for PR**
* Sentiment analysis
* Topic modeling
* Network analysis
* Social listening
**• Building a PR Data Model**
* Defining target audiences
* Identifying relevant keywords and topics
* Establishing data collection and analysis processes
**• Integrating Data into PR workflows**
* Creating dashboards and reports
* Using data to automate PR tasks
* Measuring and tracking PR performance
**• Ethical Considerations in Data-driven PR**
* Data privacy and security
* Transparency and disclosure
* Bias and fairness in data analysis
**• Case Studies in Data-driven PR**
* Real-world examples of successful data-driven PR campaigns
* Lessons learned and best practices
**• Building a Data-driven PR Team**
* Hiring and managing data analysts
* Developing data-driven PR skills and culture
* Leveraging data-driven tools and technologies
**• The Future of Data-driven PR**
* Emerging trends and technologies
* The role of artificial intelligence and machine learning
* The importance of continuous learning and adaptation
**• Q&A Session**
* Open discussion and Q&A with a data-driven PR expert