When you prepare a press release, you are not simply telling a story: you are building a tool that will be used by journalists to convey information in the most objective and interesting way possible.
And in an ecosystem increasingly hungry for reliable and verified sources, data is what makes a story truly newsworthy.
Why data make a difference in a press release
Adding data and statistics to a press release is not a detail, but a strategy. Numbers reinforce the credibility of the message and offer the journalist a concrete hook to contextualize the facts.
In practice, they are what turns a general statement into a well-founded statement.
According to the report Cision's State of the Media Report of 2024, 87% of journalists use multimedia assets (images, data visualizations and videos) provided along with pitches and stories, indicating a growing preference for content enriched with visual and data elements.
A good press release with relevant data, therefore, not only has a better chance of being picked up by the media, but also increases the chances that it will be shared, cited, and indexed online.
But as essential as they are to strengthening a brand's credibility and transparency, there is one aspect that is often overlooked: their ability to generate news.
Data alone are not enough.
It is the way in which they are organized, contextualized, and narrated that can really make the difference between a press release that captures attention and one that remains ignored.
What data to enter (and how to do it right)
Not all numbers are the same. The most effective are those that create context, surprise, or tell a trend.
Here are some examples:
- Industry statistics (e.g., market growth, consumption trends)
- Proprietary insights (e.g., white papers and reports produced in-house)
- Surveys or research (e.g., interviews with users or customers)
- Institutional data (e.g., Istat, Eurostat)
- Performance numbers (e.g., revenue growth, engagement, campaign results)
Sources: where to find reliable data
In the agency, for example, we regularly use Statesman, a platform that collects and organizes key global data on the economy, innovation, technology and consumer trends in an accessible way. But it is not the only useful source.
Here are some tools to keep on your radar at all times:
- Statesman - For insights on market, tech, media and consumption
- Istat - For official Italian data
- Eurostat - For Europe-wide comparisons
- Think with Google - For digital trends and online behaviors
- YouGov, Ipsos, Nielsen - For market research and public opinion
Each data element must report source and year, and ideally the link to the official document, so as to ensure transparency and reliability.
What makes a piece of data newsworthy?
Not all numbers have the same media value. To be relevant, data must have some basic characteristics:
- Timeliness: are they related to a current or emerging phenomenon?
- Impact: do they show a relevant change or just a mainstream trend?
- Background: do they connect to a broader economic, social, or cultural dynamic?
- Originality: do they offer a point of view not yet explored?
If a piece of data meets even some of these criteria, it can become the basis for building a real news story.
Let's delve into this topic together with Catherine Vertaldi, Senior PR Executive at Disclosers, who tells us about a specific case study.
Case study: when data makes news
In a brand's communication, the dissemination of news and business results is a key element in testifying to its growth and strength. To effectively enhance these results, however, it is important to link the narrative to the company's specific expertise and the market context in which it operates.
In the case of CreationDose, a media tech company specializing in the Creator Economy, the communication strategy started precisely from their expertise in the field, positioning them as opinion leaders through the use of authoritative data from sources such as Goldman Sachs, Entrepreneur and Wall Street Journal.
These data supported the narrative of a rapidly expanding industry globally, reinforcing the credibility of the message and outlining the market's future prospects.
An approach, this one, that allowed for significant media resonance, with coverage by industry and national newspapers, as well as generating interest of in-depth coverage and interviews to learn more about the company.
This example highlights how the integration of reliable and contextualized data is a valuable resource for building effective press releases that can solidify corporate reputation and attract media attention.
Conclusion
Data does not replace storytelling, but enhances it. A well-written press release, with relevant numbers and reliable sources, is a tool that speaks the language of journalism: the language of facts.
A good press release, however, should not only be a container of data, but Making news and information through data, who thus become an active part of a story, Offering a cue, opening a question, suggesting new scenarios.
If our approach-which we share through all our channels-the results we achieve, our way of working, and the values that guide us resonate with your brand and the people who work in your organization, contact us.
We work alongside companies to build authentic and lasting media relationships through structured and targeted PR strategies. We can share dozens of case studies to show you concretely the impact of our work.
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