Data is being used in nearly every facet of society today, and so it should come as no surprise that data is a big part of modern public relations (PR) businesses’ digital marketing strategy. Data science methodologies can be utilized in a variety of ways to determine where a client’s brand stands in terms of reputation and internet presence, as well as to assess the effectiveness of public relations campaigns. But, what do we mean when we refer to the term “data-driven PR”? In a nutshell, to be data-driven means “data guides one’s decisions”. Hence, data-driven PR refers to strategies and public relations efforts that use data at their core to evaluate a brand’s performance (also known as analytics), engineer the who, what, when, where, and how behind the initiatives, and harness creativity and knowledge to create compelling narratives, produce groundbreaking campaigns, and tell stories that connect on a personal level. Based on that, a data strategy should support the traditional art of storytelling while also assisting industry leaders while making decisions in improving and optimizing marketing and public relations activities. At Midas PR, we have selected the top 3 reasons your company should implement a data-led PR strategy.

Data-driven coverage leads to stronger media interest.

Simply put, the more cohesive elements you have in a campaign, the stronger the media engagement. Incorporating data into your strategy will instantly add that newsworthy sell, especially if the data is the very first of its type – the PR dream! Data can come from a variety of sources, but the more reliable and reputable, the stronger your coverage is likely to be. Furthermore, data-driven PR is beneficial since it provides quick access to facts and statistics to journalists and reporters. The typical reporter works under tight deadlines and is constantly interrupted. A reporter will usually pay more attention to proposals that include good data, even if they have a stack of press releases on their desk.

Data-driven decision-making on PR Initiatives.

Collecting data at every stage of the press release process can help you to evaluate the effectiveness and limitations of a PR plan. Utilizing web analytics tools to gather basic information on how your website visitors are using your site and how they arrived at your platform can be extremely beneficial to your marketing strategy. Measuring the effectiveness of digital advertisements and organic press in terms of actual web traffic driven to your site will help you easily determine the ROI of such strategies. This can be accomplished by incorporating campaign links into content. Content providers can also track traffic to specific organic media placements to see what content is being viewed and what isn’t. Purchased online advertisements also provide data on how many “impressions” (this is the number of times an advertisement runs on a webpage, whether or not the targeted individual sees the ad) and actual clicks an advertising campaign has generated.

Data-driven PR campaign will add a backbone to any story.

Every company should be in the center of the tale, but one must always remember that not everyone will be as impassioned as you are about your product. Bear in mind who is being addressed and how this will affect the market as a whole, as well as your brand’s primary audience. Whether data-led PR is the right strategy for your campaign depends on your clients and the data you’ll be obtaining. Although it may not always be the greatest solution; when it is, it can provide credibility and legitimacy to the story you’re telling. Everyone says that reading the book’s last page first is the worst way to read. When it comes to public relations, this isn’t always true. One should consider the end goal, the headline, and the publication they want to attain. For instance, if you are writing a headline that says “X number of your audience support this,” then running a survey would be a must-have component of your plan. Consider your entire strategy as your brand’s story. Just like in a book to bring your audiences to the last page, you need to keep them engaged and portray the brand as the main hero, the guiding force behind the story’s success. Therefore, deciding to implement a data-driven PR strategy will give any story a solid foundation, especially if it’s a creative piece that requires something beyond an interactive poll to attract the media’s attention.

Using data-driven PR to understand what your audience wants, what kinds of content journalists and reporters are seeking, and ultimately establish valuable relationships with your target media partners is a very powerful tool for your brand. Whether you’re a small business looking to grow and amplify your brand or a large corporation looking to stay ahead of the competition, at Midas PR we know how to leverage data to benefit your cause. Our PR data analysts & experts can utilize data intelligence, read and make sense of complex statistics and create insights reports that could predict trends for clients to develop and market new products, analyze the industry sentiment to position and enhance it and evaluate the social buzz, setting the direction that the communication strategy needs to take. This is only a fraction of data-led services Midas PR can provide. For more, visit our website at today for more information, or get in touch with us by email.