Data plays an essential role in public relations (PR) and getting our clients into the media they’ve always wanted! In this article we are going to explore the reasons why we leverage data analytics in PR and the unique ways we build a story based on customer insights and databases to create newsworthy angles and secure media coverage.
Data is necessary for PR professionals to plan a campaign strategy and to track the success of a launch pr campaign (more on this in our next blog). But it is becoming increasingly important and valuable to have relevant up-to-date data to create a brand spanking new story angle. Data can help us understand customers, uncover insights that will have maximum impact and tailor unique fact driven content that we know the media will love.
Here are two excellent examples of data-driven PR campaigns:
Through studying the data collected from millions of online bookings we were able to predict trends and reveal patterns from the most popular eating times to trending cuisines to favourable booking sizes and much more.
Media outlets are constantly looking for newsworthy content, so it was important to ensure that the data we presented to them was relevant to their audience but most importantly fresh and has that wow factor. We also need to present it to them in a clean and concise manner, using visual aids such as charts and graphics to help illustrate our points wherever possible.
Once we uncovered a story worth telling we shared this with both hospitality trade media and consumer media. This data has been used in a positive way to provide insights and support the hospitality industry as a whole and to amplify ResDiary’s presence in the media and as a credible booking platform.
Some examples of newsworthy angles that we curated using ResDiary’s data include articles in the Daily Telegraph, The New Daily, Food & Beverage Magazine, Club Management and The Drop.
In 2019 we undertook a consumer survey for the Australian Barramundi Farmers Association to better understand consumer shopping choices when purchasing barramundi. The results from this survey would provide us with data that had never been used before, allowing us to tailor a strong news hook that was brand new to media.
From this survey we discovered:
Using these unique data-led results we were able to develop multiple ‘newsworthy’ story angles for media about consumer shopping habits and choices around purchasing seafood. As restaurants play a huge role in the seafood industry, we approached some of the most well-known seafood restaurants with this data to obtain their reactions as quotes to present with media.
Some examples of the exciting angles we curated using the survey data include coverage across radio, online articles, and television live segments: Good Food, ABC, Daily Telegraph, Broadsheet, Hospitality Magazine, 9 Honey, 2GB, NT News, BW Magazine.
We set out to positively influence consumers by providing them with fact driven insights and with a potential viewership of over 20 million, well the results speak for themselves.
Get in touch with us today to to find out how we can leverage data in PR for your campaign.
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