How to use data in your PR strategy

Data … is everywhere. With the vast amount of information available at our fingertips, it’s becoming increasingly important for PR professionals to harness the power of data to inform their strategies and campaigns. By leveraging data, PR practitioners can gain insights into their target audiences, monitor brand sentiment and measure the success of their PR efforts.

However, simply having access to data is not enough. PR professionals must know how to effectively use and analyse the data to make informed decisions that drive results. In this piece, we’ll explore how to use data for your PR, including the available data types, gather and analyse data, and use data to inform your PR strategies and campaigns. 

Five ways to efficiently use data for PR

• Identify your target audience

Data can help PR professionals identify their target audience’s demographics, interests and behaviours. By analysing social media conversations, web analytics and market research reports, they can better understand their audience’s preferences and develop messaging that resonates with them. This will enable them to craft targeted pitches more likely to gain attention and generate positive media coverage.

• Monitor brand sentiment

PR professionals can use data to monitor brand sentiment and track the impact of their campaigns. Social media monitoring tools such as Hootsuite and Mention can help to track mentions of your brand or competitors online. By analysing the data, PR professionals can identify negative sentiments and respond appropriately to minimise damage to their reputations.

• Track media coverage

Data can help to track media coverage and measure the success of PR campaigns. Media monitoring tools like Meltwater and Cision can provide insights into which media outlets cover your brand or competitors. By tracking media coverage, PR professionals can determine what messaging resonates with journalists and refine their pitches to improve coverage.

• Analyse competitors

Data can also be used to analyse the competition and identify gaps in the market. By analysing competitor data, PR professionals can determine what works for their competitors, and what does not. This information can then be used to refine their PR strategies and develop pitches that highlight their unique selling points.

• Use data to pitch

Data can also be used to craft compelling pitches that grab the attention of journalists. Using data and statistics to support your pitch, you can provide journalists with valuable insights and position your brand as an authority in your industry. For example, if you pitch a story about the growth of the vegan food market, you could use statistics from market research reports to demonstrate the trend and position your brand as a leader in the space.

The takeaway on data for PR

Data is valuable for PR professionals, providing insights into the target audience, media coverage and brand sentiment. By leveraging data, PR professionals can refine their strategies, craft targeted pitches and measure the success of their campaigns. With the increasing amount of data available, it’s becoming essential for PR professionals to be proficient in data analysis and use it to inform their decision-making. By following these five tips, PR professionals can harness the power of data to perfect their pitches and generate positive media coverage.