PRSA also uses Big Data to communicate. On the main website, tips are given to explain how to communicate with Big Data in the PRSA world. Pulling information can be challenging but it is the future of public relations and can be done with intense observation of Big Data and the right knowledge of social media tools. One tip given is to weigh data as “competitive intelligence” during the planning process of PR and social media. The next tip is to provide results in a useful understanding way during a crisis. Lastly, to run campaigns through social media in an innovative manner while keeping in mind the first tip. Following these tips can help elevate results of all communication programs involved with the PRSA.