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While data, digital analytics, and technology have the possibility of further elevating public relations to a strategic function, many communicators cite barriers, including that many on their teams lack digital data and analytics competency. Researchers interviewed 28 senior-level communicators who have experience working with digital data and analytics. The study sought to examine how communicators are adapting to and leading teams in this data revolution by exploring two primary research questions: (1) What are the perceived opportunities and challenges with digital data and analytics? and (2) How can communicators create an environment to encourage discovery and innovation connected to digital data and analytics? Participants described the challenges of managing vast data streams and alignment, staying current with digital trends and technology, and dealing with the shortcoming of AI tools and algorithms. When asked about opportunities, participants described how communicators are uniquely positioned to align data and analytics efforts to help them understand audiences, foster mutually beneficial relationships with publics, and share stories with these publics and senior counsel that contribute to organizational objectives. Participants said they develop data competency among their communication teams by fostering a creative and curious culture, creating diverse teams, and championing employees. In summary, this study expands understanding of how communicators can evolve and lead in an increasingly data-driven world. [ABSTRACT FROM AUTHOR]

• From Hurricane Harvey through a week after Hurricane Nate, FEMA posted 5004 tweets. • Tweet content changed over time, suggesting FEMA was attentive to community needs. • For risk-focused entities like FEMA, the CERC model should be considered by researchers. • As the 2017 hurricane season progressed, more of FEMA's tweets included storm impact. • From hurricane to hurricane, FEMA tweets used more hashtags and account tags. Applying content and semantic network analysis research methodologies, this study examined FEMA's national and regional Twitter account posts during the historic 2017 hurricane season and argues for the expanded use of the Crisis and Emergency Risk Communication (CERC) model in researching risk and crisis communication during natural disasters. Messaging content was compared across time between FEMA and its regional counterparts during Harvey, Maria, Irma, and Nate. Results showed FEMA provided information to affected publics and bolstered its work using various Twitter features. Differences were identified in FEMA's national and regional accounts' posts. From hashtags to visual elements, FEMA's tweet content changed as the season progressed: more tweets included information about the impact of the storms; more tweets shared factual information from hurricane to hurricane; and the tweets tended to use more hashtags and account tags, which should broaden their audience. [ABSTRACT FROM AUTHOR]