From Insights to Impact: Why Data Is Your PR Secret Weapon (and How to Use It)

The old adage, “What gets measured gets done,'' has never been truer than it is today. In this fast-paced digital world, everything can be and is being measured. For founders and leaders of a business, data can be an internal compass – whether it’s analyzing customer feedback or tracking user engagement metrics, data offers startups a clear understanding of your target audience, competitive landscape, and growth trajectory. But it can also be the backbone of creating compelling and effective narratives in a PR and communication strategy. There are reports and numbers for everything, and the media loves writing about them.

WHY (AND WHAT) DATA MATTERS?

While trying to carve out your position in crowded markets, data holds the key to building credibility. Sharing relevant data with stakeholders – whether investors, customers, or the media – lays the foundation for long-term public relationships built on trust and authenticity. Metrics related to product performance or growth in customer acquisition can provide valuable context and supporting evidence for narratives you want to be in. Internal data, such as a commitment to environmental responsibility, or diversity and inclusion initiatives, can also resonate with journalists seeking to tell stories that align with societal values and trends. 

For journalists who may want to tell your story, or include you in a larger market story, data provides a framework for understanding and evaluating a companies’ actions and impact. Trust is hard-earned these days, so by providing tangible evidence of impact – your proof points – you can position yourself not only as a credible source and thought leader in your field, but foster a mutually beneficial relationship with journalists that can drive positive media coverage and enhance your business’ reputation in the public eye. 

Did you raise funding? Have you noticed a considerable uptick in one type of customer over another? Is there a new internal benefit your employees are increasingly taking advantage of? These are all things to consistently take note of and consider as part of your brand’s ongoing narrative. 

INTERNAL VS. EXTERNAL METRICS

There’s benefit to both. 

Internal data is a valuable storytelling tool, providing journalists with exclusive angles and insights that set their coverage apart from others. 

Take Ownr, a Canadian business and legal management platform and a venture within RBCx, for example. By polling their existing customer base of small business owners and entrepreneurs, Ownr was able to extract owned data about their target audience. With a sufficiently large and representative sample of insights from the industry they exist in, and combined with media actions, they were able to discover trends – or “make” their own news –  effectively supporting them in building their authority in the small business landscape. 

Don’t have your own data, but know something that could be interesting to the public, prospective customers, or media-worthy? That’s when third-party data or market research providers can come into play. By seeking out new external data –  about the needs, preferences or sentiments of your target customers – you can identify market gaps and tie it back to the solution your business provides. Sounds like too big of a task? It might be worth exploring how a communications partner could support you in building out the right narrative. You may also consider looking at the third-party sources that are already out there. Is there a Statistics Canada report that corroborates the gap in the market you’re filling? This can still provide validation for your claims and actions, and can be further validated by your expert opinion on the subject. 

JOURNALISTS HAVE A RESPONSIBILITY, TOO

Simply saying that a trend or issue has “increased year-over-year” will never make it past a pitch or an editor. Journalists — particularly tech and business reporters — are required to verify and provide statistical evidence to publish stories. Coupled with editorial responsibility, journalists know numbers add authenticity for audiences. When talking about the impact of an industry or solution, numbers can be the memorable proof-point in a story that readers can take away or take action on. Journalists also love headlines with numbers. Studies actually show it leads to more social shares and engagement, and over the years, editors have picked up on that and prioritized it to earn more eyeballs. Remember, you’ll be far from the only startup trying to reach journalists, new audiences, and get your story told – so consider how you can differentiate and prove yourself as an asset to them, too. If you do this, they’re far more likely to come back to you. 

CONSIDER YOUR MESSAGING

What data – and when to use it – is a delicate balance between transparency and strategic messaging. It’s important to tread carefully and responsibly. Data privacy and security should always be taken into account, especially if there are necessary safeguards or compliance requirements with individual industry regulations. You must also resist the temptation to manipulate or cherry-pick data to fit a particular narrative. In an era where authenticity is deeply valued, the success of data-driven storytelling hinges on choosing the right data, articulating it clearly and accurately, and selecting the right moment to communicate it. 

While what gets measured gets done is likely true, it is ultimately more likely to make the news too.  

Featured image by Claudio Schwarz on Unsplash.