Ryan Baum

Mentor: Dr. Juan-Carlos Molleda
College of Journalism and Communications
"With the constant tracking of our online activity, the rise of the Internet of Things and our increasing reliance on mobile devices, there is more data available to public relations practitioners than ever before. Effective campaigns are built on a foundation of research, and big data is the next step in the evolution of that necessity. Those who fail to understand and utilize the data available to them will lose their seats at the management table. I want to be on the forefront of integrating this critical element further into my field, while developing a research competency I will leverage for the remainder of my career."


Public Relations


Business Administration

Research Interests

  • Consumer sentiment measurement
  • Diversity and representation
  • Message testing and optimization

Academic Awards

  • Reitz Scholar (2015–present)
  • Lombardi Scholar (2012–present)
  • Gators of Tomorrow (2013)
  • National Merit Scholar (2011)


  • The Agency
  • Public Relations Student Society of America
  • Dean's Student Advisory Council


  • Young Leaders Conference – Director of Media
  • Project Makeover – Assistant Director of Public Relations
  • Journalism College Ambassador

Hobbies and Interests

  • Music
  • Food
  • Movies
  • Dancing badly

Research Description

Big Data in Public Relations
Dr. Molleda and I will explore the growing relationship between public relations and big data. While it has been pervasive in some other fields, public relations has yet to fully embrace the power of big data, focusing more on the use of smaller data sets to evaluate campaigns and understand publics. We will examine how practitioners are currently utilizing big data in public relations, search for techniques from other industries that could be applied to our field and determine best practices. The research will have implications for both academics and industry professionals.