In a time where information reigns supreme, the strategic use of proprietary data in PR and marketing is not just an advantage — it's essential. As data-driven storytelling has become a cornerstone for success, PR and marketing professionals must learn how to properly gather, analyze and derive this information to help create stronger messages, bring more credibility, and garner greater media attention for clients. Otherwise, a huge opportunity is being missed, one data point at a time.  

Here are a few tips on how to best leverage this dynamic tool, helping build a successful PR and marketing program.

Understanding Proprietary Data

To begin, what is proprietary data? It’s a buzzword that is everywhere and that our devices are constantly asking for access to. From customer interactions to website analytics, proprietary data is the unique information that an organization holds that can provide unparalleled insights into consumer behavior and preferences.

Leveraging this knowledge allows organizations to craft messages that resonate deeply with their consumers and audience. For instance, analyzing specific data points like website engagement or customer feedback can reveal what truly captivates consumers, guiding the optimization of future communications for better engagement and conversion rates. But the real question is – why should PR and marketing professionals care?

Building Credibility Through Data-Backed Stories

Beyond personalized messages, proprietary data can empower organizations to substantiate their brand story while asserting themselves as thought leaders – and so, this is where the role of PR and marketing professionals comes into play.

Incorporating data into clients’ public narratives not only enhances credibility but also provides journalists and influencers with tangible stories, ultimately amplifying media coverage and boosting public perception. It’s a win-win situation that shouldn’t be skipped.

Leveraging Services for Deeper Insights

But, let’s take it a step further; while proprietary data offers deep internal insights, services like Harris Poll can also provide a macro view of industry trends and consumer attitudes. These external data sources are invaluable for adding depth to narratives and identifying market opportunities that align with broader consumer trends.

Utilizing data polls can be especially impactful when addressing industry trends or challenges, ultimately posing a great opportunity to pitch an issue jump. And, aligning a client’s initiatives with data-supported consumer insights allows them to engage in meaningful conversations that transcend traditional marketing while fostering deeper connections with their audience.

By combining the use of proprietary data and external insights, PR and marketing leaders can create a potent toolkit for data-driven storytelling for their clients. This approach not only ensures that narratives are grounded in reality but also resonate more effectively with target audiences, paving the way for meaningful engagement and trust-building.

The Indispensable Role of Data

In today's digital landscape, the strategic application of data in PR and marketing is not just a best practice — it's a necessity. Proprietary data and external insights together can offer a comprehensive understanding of consumer behavior and market trends, allowing PR and marketing professionals to create more persuasive, data-backed narratives for clients while achieving communication and business goals. As data continues to grow in importance, mastering its use will be crucial for a successful PR and marketing strategy.

Looking for the right fintech marketing and PR agency to maximize your data-driven story? Contact William Mills Agency today.