This week, Martin Waxman, Gini Dietrich, and Joseph Thornley are joined by Alex Sevigny, the Executive Director of the McMaster-Syracuse Master of Communications Management Program. Alex talks about the importance of data science to the skillset of the well-rounded PR professional. We also talk about upcoming updates to the Apple Podcasts app, which will support podcast series and give podcasters analytics so that they can learn more about how people are consuming their content. And before we leave, we talk about the comfort to be received from Binky. It started as a joke, and then it took over the world. :)