The document discusses the tools that PR professionals can use in the age of big data. It outlines 10 key areas: 1) analytics 2) internet monitoring 3) social media 4) advertising systems 5) SEO/content marketing 6) audience groups 7) Facebook insights 8) LinkedIn 9) Instagram 10) Snapchat. For each area it provides examples of specific tools and capabilities that PR professionals can leverage to better understand audiences and measure campaign performance.