Nathan Carpenter comments on current and future trends for Public Relations measurements and analytics

Nathan Carpenter, University of Florida College of Journalism and Communications (UFCJC) Atlas Lab director, is featured in “Future of PR: Measurement and Analytics in 2050” an episode of the “5 Minutes into the Future of Public Relations” podcast posted on Jan. 12, 2026.

In the podcast, Carpenter discusses his book chapter “Measurement and Analytics in 2050: Quantifying Digital and Analog Behaviors” included in “Public Relations and Strategic Communication in 2050: Trends Shaping the Future of the Profession.”

Carpenter talks about the availability of data and the importance of measurements, the methods available for analyzing data, how the methodologies will change with the integration of artificial intelligence and wearable devices, the public perception of the work and how the metrics are collected and how the current standards and frameworks will be changing.

“Within standards and frameworks, we will hopefully develop new and improved ethical guidelines and principles as wearable devices get used more. We will probably be seeing the development of more instantaneous measurements and adaptations and more targeted messages. This could raise questions about ethics about the types of data that will be collected,” said Carpenter.

He adds, “For those in data driven areas, we will probably see a world in which there are going to be groups of people who are not wearing devices and who are not participating online. I think we are probably going to see a resurgence of classic social science activities and methods of gathering data as we start to realize that the world is not entirely online and always online, so I anticipate a revival of classical approach to humanistic research or social science to understand what people are thinking.”

Category: College News
Tagged: Atlas Lab Data Analytics Nathan Carpenter Public Relations
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