Manila | April 4, 2024
Miko David, President of David & Golyat, delivered a keynote to members of the Public Relations Society of the Philippines (PRSP), entitled “Digital Insights from a PR Lens.” Speaking before an audience of communications professionals, David underscored the growing importance of data analytics in shaping modern public relations strategies. The presentation emphasized how platforms like Facebook, TikTok, and Instagram remain central to Filipino digital behavior, with nuanced shifts in usage by age group and time of day.
David shared actionable insights on how PR professionals can better leverage amplification, activation, and audience engagement through data-informed planning. He discussed real-time media traffic trends, showing how news consumption fluctuates across the week, and highlighted the distinct demographic reach of top media sites like Inquirer, Philstar, and GMA. A deep dive into journalist behavior revealed how article frequency and brand alignment can be tracked for more precise media outreach. He also introduced digital forensics techniques for identifying story traction and sentiment over time.
The presentation moved into influencer marketing, featuring granular engagement data on creators. David noted that engagement rates vary widely across content types and times of day—insights critical for campaign success. He also shared best practices in mapping physical foot traffic using tools like isochrone and footfall analyses, bridging the gap between online intent and on-ground execution. Listening tools and community analytics were showcased as powerful resources for capturing unfiltered feedback, organizing conversations by timestamp, and understanding sub-community dynamics.
David emphasized that by contextualizing engagement patterns, brands can design content that resonates in the first 3–5 seconds—a window where attention is either earned or lost. The session closed with a call to action for PR practitioners to embrace precision analytics, not just for campaign measurement, but as a foundation for creative and strategic decisions. The presentation demonstrated how data isn’t just a diagnostic tool—it’s a competitive advantage. With this keynote, David & Golyat reaffirmed its commitment to empowering communicators with actionable intelligence.
