In an increasingly crowded and competitive media landscape—where journalists must sift through hundreds of pieces of information while weighing countless factors—standing out with truly relevant content has become a more complex challenge than ever. Traditional public relations strategies, which often rely on corporate or product-related announcements that may not always have strong news value, frequently fail to deliver the desired results.
This is why a new approach is gaining ground: data-driven PR—communication strategies that use data as a strategic lever to build compelling and newsworthy stories.
What Does It Mean to Do Data-Driven PR?
Adopting a data-driven PR strategy doesn’t simply mean “adding a few stats” to a press release. Instead, it involves crafting a story from a solid foundation of data—whether from surveys, internal company analytics, market insights, or trends uncovered through industry research. These data become the backbone of the content, providing essential context, credibility, and journalistic value to it.
Instead of just communicating “what a company does,” data-driven PR focuses on why it does it, linking the news to a broader trend and highlighting potential implications for the market or society. As a result, the press release can be considered relevant and informative for both journalists and the general public, and therefore more than just a corporate update.
Why Data Makes a Difference
Using data in PR can deliver several concrete advantages, enhancing visibility and credibility. Here are some of the most relevant benefits:
- Making the news more compelling: A press release that begins with a surprising statistic or an unexpected trend has a greater chance of capturing attention. When well-selected and placed in the proper context, numbers can spark curiosity and help convey the why behind the news.
- Building authority: A company that regularly provides relevant, accurate data becomes a trusted source over time. It’s a powerful way to establish thought leadership and be seen as a credible voice in a specific sector.
- Helping journalists do their job: Well-structured press releases backed by solid data are crafted to make them easily transformable into ready-made news stories, significantly increasing the chances of quicker pickup and publication.
- Tapping into trending topics: Data allows brands to link their stories to broader issues—from consumer behaviour to social changes, from sustainability to the economy—enhancing both their relevance and media appeal.
How to Create a Data-Driven Press Release
An effective, data-oriented press release needs to be carefully written. First, the headline should include an interesting data point or a message that can immediately catch the reader’s attention. The first paragraph must then provide a clear and concise summary with strong journalistic value, explaining the news and why it matters.
The body of the press release should expand on the data, offering context and emphasizing its implications for the industry or the target audience. Including quotes from company spokespersons can also help interpret the numbers, adding further depth and authority to the message.
Supporting visuals such as charts, images, or infographics that clearly highlight the PR angle can also increase the potential media coverage. However, it’s just as important to personalize the release’s distribution. Tailoring the content to align with the specific interests of each media outlet—or even each journalist—can be the difference between being ignored and being featured. Knowing a journalist’s “beat” and adjusting the pitch accordingly makes a real impact.
Where Can You Find the Data?
You don’t necessarily need a large budget to build an effective data-driven narrative. There are several accessible and often untapped sources to explore:
- Internal data: This includes insights such as most requested products or services, website traffic analytics, customer inquiries, and marketing campaign performance.
- Surveys: Even quick polls conducted with online tools among website visitors or newsletter subscribers can yield valuable insights.
- Industry studies and research reports: Research institutes, trade associations, and other public sources often publish reports that include data and trends, which can improve the quality of storytelling.
In Conclusion
In a time when attention is scarce and credibility is hard-earned, data becomes a powerful ally in creating more engaging content.
At Preview Public Relations, we strongly believe in the power of data-driven PR. We’ve already helped numerous clients successfully implement this approach. Whether working in tech, B2B, automotive, sustainability, or other sectors, we know that data can be the key to a story truly worth telling.