I interview global head of data and analytics - Allison Spray alongside PR Agency One MD James Crawford.

James and I co-wrote two chapters in a recent PRCA paper; ‘Data literacy in PR’. We looked at how to use tech to build confidence and improve data use as well as a chapter on how to build a ‘data culture’ in your team. It was the latter chapter that Allison Spray’s team at H&K was noted as a great example of hiring in data expertise alongside training PR practitioners.

In this interview, we go behind the scenes and get into the detail.

I find out how Allison has increased confidence in data across all H&K teams

We reveal the data team’s interesting recruitment process and the mix of skills and sector-specific backgrounds Allison looks for.

Allison and James share how they work with clients to gain the data and tech they need upfront

Allison also shares tips on how to get started, whether you’re a small team looking to up-skill or planning to to build a data team within an agency

Since the H&K data and analytics team has developed and established the agency has won the most amount of awards ever in a year. Coincidence? or does increasing PR confidence in data work? I’ll let you decide…

Special Guest: Allison Spray.