The importance of data in PR strategies: how and where to use it?

In the public relations landscape of media relations, data is a key resource. For a brand, they are not only a tool for strengthening credibility or positioning itself in a relevant way in its industry, but also a means of demonstrating transparency and generosity of information. 

When a company shares data, in fact, it comes across not as egoriferous, but as eager to offer added value-a commitment that reinforces trust between the public and the brand. And the trust (as we pointed out in this article) is one of the essential ingredients for the organic growth of a business.

In an increasingly crowded media environment, data enable people to stand out, offering useful content rather than purely promotional messages. However, the effective use of these elements requires a strategic approach that is able to combine creativity and analysis.

It is not enough to put them in a content stream just because we have a considerable amount of content available.

This article will explore how these ingredients can turn into a powerful tool within a PR and media relations strategy.

Before going into detail, however, let us bring to light one of the questions that many companies ask: "But if you don't talk about us directly, in a content, it is still a useful action and content". 

Legitimate question. The answer, in this case, is a definite "yes."

Data enable value creation and conscious insertion with significant "weight" into the conversations of one's market segment. For example, a report that analyzes a trend, even without explicit reference to the product or service offered, can reinforce a brand's image as an expert voice in its field. 

And a strong and distinctive positioning is essential to be recognized as an authoritative source in your field, Building trust and attracting the attention of the target audience.

Why is data essential for PR and media relations?

Data is a distinctive element in building a narrative that attracts media attention. In an environment where journalists are increasingly seeking factual and verifiable information, the use of data can make the difference between an ignored press release and one that generates articles and interviews. But why is data so relevant?

1. They create authority: Companies that use reliable data demonstrate in-depth knowledge of their industry, positioning themselves as authoritative sources.
2. They support newsworthiness: numbers and statistics make communications more concrete, increasing the likelihood that journalists will consider them relevant.
3. They strengthen the perception of "altruism": Sharing data means providing useful information to the public, strengthening the brand's reputation as attentive to the needs of the public.
4. They increase engagement: Data-driven content captures audience interest, especially when it is presented in a clear and visually appealing manner.

How to identify relevant data

Not all data are equally useful for PR strategies. The choice of information to use should be guided by criteria of relevance, topicality, and adaptability to the target audience. Here are some basic steps to identify the most effective data:

1. Analyze the context: Before using data, it is essential to understand the media landscape. What are the current trends? What topics are generating the most interest?
2. Focus on 80/20: the suggested approach is to devote the 80% of attention to data and the 20% to corporate narrative. This keeps communication informative and not self-referential.
3. Use authoritative sources: Statistics must come from reliable research, official reports, or internal studies conducted with sound methodologies. Credibility is a prerequisite.

Strategies for turning data into media content

Once the data have been identified, the next step is to build an effective narrative. Here are some practical strategies:

1. Contextualizing the numbers: data must be placed in a narrative context that makes it understandable and relevant to the audience. For example, instead of simply reporting that "60% of consumers prefer e-commerce," one could say, "In 2024, six out of ten consumers will choose e-commerce for convenience and the ability to compare prices, according to research by [source]."
2. Creating innovative corners: The presentation of data-when possible-should be original. This could include the use of infographics, videos or case studies that turn abstract numbers into concrete and engaging stories.
3. Connecting to current events: Data gain more relevance when connected to issues of current interest. For example, during an economic crisis, data on consumer spending habits may attract media attention.
4. Customizing for the target audience: Not all media have the same audiences or needs. Tailoring the data narrative to each media outlet's specific audience is essential to maximize impact.

Mistakes to avoid when using data

Despite their potential, data can also be ineffective or counterproductive if not used correctly. Here are some common mistakes to avoid:

1. Excessive self-referentiality: talking exclusively about the company runs the risk of journalists losing interest.
2. Unverified data: publishing unreliable statistics can damage brand credibility.
3. Lack of contextualization: numbers presented without clear context come across as sterile and lacking in impact.
4. Information overload: bombarding the reader with too much data can be confusing and draw attention away from the main message.

Data: a strategic lever

Data is a key strategic lever for PR and media relations. When used while balancing creativity and analytical and critical approach, can turn into a powerful tool for attracting media attention, building reputation and strengthening a brand's positioning. 

In today's PR world, where competition for attention is increasingly fierce, data can be the distinguishing factor that makes a company stand out from its competitors. It is not just a matter of gathering information, but knowing how to interpret, communicate and contextualize it effectively.

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