As the business world becomes more competitive, it is increasingly important to have a unique edge that sets you apart from the competition. In today's media landscape, data is highly valued. The most credible media outlets look to data as a source of objective information that supports their reporting. By providing journalists with valuable data, you increase the likelihood that they will cover your story or interview you as an expert in your field. Developing a report and hosting it on your website, making it available for download, and issuing a press release to relevant media contacts sharing highlights of your research are all effective ways to get your data in front of journalists.
Data-driven public relations is the use of data to inform and guide public relations campaigns. By leveraging data collection methods and analysis techniques, public relations professionals can make informed decisions and develop effective strategies that resonate with their target audience. By leveraging data to support pitches to media, incorporating data into press releases, and developing blog posts that highlight data points, you can build credibility and establish yourself as a thought leader in your industry. Weaving data into your public relations strategy not only helps your organization cut through the noise, but also builds credibility, demonstrates expertise and showcases domain knowledge.
There are three main types of data that have proven highly effective in enhancing public relations strategies: survey data, proprietary data, and aggregated data.
Survey data is one of the most common types of data used in PR. Surveys involve asking a group of people questions about a particular topic to gather information and insights. There are two main types of surveys: quantitative and qualitative.
Quantitative surveys involve asking a large group of people standardized questions to collect numerical data. This data can be analyzed using statistical methods to identify patterns and trends. Qualitative surveys, on the other hand, involve open-ended questions that allow respondents to provide more detailed and personal insights.
The benefits of using survey data in PR are numerous. Survey data can provide valuable insights into customer preferences, public opinion, and brand awareness. This information can be used to inform messaging, content creation, and campaign strategies.
Proprietary data is data that is unique to a particular organization and cannot be obtained from external sources. Examples of proprietary data include customer data, sales data, and social media data. This data can be used to gain insights into customer behavior, identify trends, and measure campaign success. Technology providers, especially fintechs, often have access to unique data sources and many are sitting on a wealth of data waiting to be minded. Anonymizing this data and packaging it for the media can prove to be an invaluable resource.
Aggregated data is data that is collected from multiple sources and analyzed together to provide insights. Examples of aggregated data include social media metrics, website analytics, and industry benchmarks. This data can be used to compare an organization's performance to industry standards, identify areas for improvement, and measure the success of PR campaigns. Bankers as Buyers is an excellent example of aggregated data.
Integrating data into a PR strategy involves identifying key performance indicators (KPIs), measuring success, and continuously improving. By setting measurable goals and regularly analyzing data, you can successfully strengthen your public relations strategy.