Marketing

How to use data to amplify your PR strategy

- April 25, 2024 3 MIN READ

 

In today’s tech-driven world, data reigns supreme and for business founders, owners, and leaders, leveraging data in your public relations (PR) initiatives can be a game-changer. The interwebs are literally flooded with ideas and opinions – did you know a staggering 7.5 million blogs alone are being published every day? – so being able to back your ideas with hard data matters, explains Samantha Dybac, CEO and founder of The PR Hub

Research surveys and the invaluable data they’re able to generate offer a potent avenue to collect actionable insights and shape compelling narratives that will resonate with your target audiences, fostering awareness and trust, and expanding your thought leadership profile.

Plus, you don’t need to be a huge organisation to be able to harness the power of research surveys. At The PR Hub we have helped clients compile research and survey results and leverage those for a range of media wins. Specialist research survey companies can be engaged to run your surveys and data for you or you can create your own!

Whichever avenue you choose, the possibilities to elevate your PR strategy are many. Let’s examine some of the key benefits to harnessing your company’s data power – and how to do it.


Strength in numbers

Surveys should be crafted to extract relevant information that aligns with both your business’ goals and industry and news media hot topics. Considerations including your target participant and audience demographics, survey methodology, and key objectives must be carefully addressed to ensure the data collected is robust and meaningful.

  • Begin by identifying the specific insights you aim to glean from the survey. Do you want to identify a trend or trends in your market? Or consumer preferences? Raise awareness of industry challenges? Whatever it is, clarity on your desired outcomes is essential.
  • Next, develop survey questions that are concise, relevant, and unbiased to elicit accurate responses from participants. Utilise a mix of closed-ended and open-ended questions to capture both quantitative data and qualitative insights.
  • Once survey data is collected, the real work begins – mining it for key messages that will drive your PR efforts. Analyse the data comprehensively to identify patterns, trends, and unique insights that can be woven into compelling narratives. Look for standout statistics, compelling anecdotes, and surprising findings that are likely to resonate with your target audience.

Drilling down for key messaging

Consider segmenting your data based on different criteria such as demographics, geographic locations, or customer personas. This granular approach allows for tailored messaging that speaks directly to the needs and interests of specific audience segments, which will help with both identifying key themes and generating engagement.


We worked with a client who wanted to position themselves as cybersecurity industry leaders in the wake of the recent serious data breaches in Australia. In concert with a research survey firm we developed a survey, the results from which allowed us to generate three distinct, powerful themes (angles) to start pitching to the media.

In the space of just three weeks, across three distinct Media Releases, we were able to generate over 40 pieces of media, leveraging multiple spokespeople from within the business, something we’d have never been able to achieve without the research.

Utilising data across different PR channels

The real beauty of data-driven PR is in its versatility. The insights gleaned from research surveys can be repurposed across a myriad of PR channels to maximise impact and reach.

Here are some key avenues for leveraging data in your PR efforts:

Whitepapers: Develop whitepapers that delve into the findings of your survey and serve as a valuable resource for industry professionals seeking actionable insights and thought leadership.

(We have a property industry client who develops monthly whitepapers through a collection of their own data as well as data from other agencies. The end result is usually multiple news releases, targeting various regions and areas resulting in commentary opportunities across broadcast TV, newspapers, online, and radio.)

Thought leadership articles: Develop and pitch thought-provoking articles to relevant publications, leveraging the data to support your arguments and position your company as a trusted industry voice.

Podcast interviews: Engage with podcast hosts to discuss the findings of your research surveys, providing expert commentary and insights that captivate listeners and establish your credibility.

Speaking engagements: Secure speaking opportunities at industry events, leveraging the data to drive compelling presentations that showcase your expertise and thought leadership.

News releases: As already mentioned, crafting compelling news releases highlighting key findings from your research surveys will garner media attention and position your company at the forefront of industry discussions.

Data’s value extends far beyond a single PR campaign, too. By continually collecting and analysing data, you will start to build a repository of insights that evolve with industry trends and customer preferences. Over time, this wealth of data can be leveraged to inform ongoing PR initiatives, helping you shape compelling narratives to build awareness, and establish a cycle of awareness, trust, and thought leadership for your company.


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