Data is everywhere. Many companies are swimming in it, be it sales figures, consumer booking trends, search and social media insights.
But raw data on its own is just noise. That’s where PR comes in.
Real magic happens when PRs transform that data into compelling stories that cut through the clutter and capture attention.
When every brand is competing for the spotlight, data-driven PR is essential to stand out, and these stories are high in demand if you’ve got numbers to back up the angle.
A well-crafted data story can turn a statistic into a headline, a trend into a movement, or a collection of numbers into an attention-grabbing moment that starts a conversation, or positions a brand and its thought leaders as go-to’s in the industry.
The Power of Data in PR
Let’s get one thing straight: no one cares about a % increase in bookings unless there’s a story behind it. Why did sales spike? What does it mean for the industry? How does it reflect changing consumer behaviour? How are we framing this?
The biggest success in data-led PR is in framing the numbers to tell a story.
Journalists, stakeholders, and consumers want context. So, if you can present data with insight, emotion, and relevance to your end-reader, you have the power to shape narratives, influence perception, and drive action.
Here’s how to do it…
Find the Patterns
Not all data is worth shouting about. The key is identifying trends that signal something bigger that speaks to consumer behaviour, industry shifts, or cultural moments. It could be a growth story, highlighting consumer action, or the opposite – diving into the numbers to see what people are not doing, and flipping it on its head.
For example, a travel brand noticing a surge in eco-friendly accommodation bookings isn’t just sitting on a pile of numbers. They might be sitting on a sustainability trend that speaks to changing traveller priorities.
The data is the foundation. The story around it is what makes it newsworthy.
Make It Relatable
Let’s get down to the context. A jump in bookings? Great. But what’s driving it? Is it a response to economic recovery? A shift in consumer values? A viral social trend? A response to a great campaign?
Frame the Narrative
PRs are pros at connecting the dots between data and human behaviour. When you can answer the ‘why’ behind the numbers, you start to think like a journalist and turn stats into stories that resonate.
Once you’ve got your angle, give it a catchy name and highlight the trend – this positions your brand as an authority and makes journalists more likely to cover the story.
This is what we did for Hoseasons, whose ‘Holiday Snacking’ data story was picked up in Travel Weekly, TTG, Financial News, AND The Telegraph – all by packing up the numbers in a relatable way that aligned with current industry trends. It made for some great LinkedIn content too! And to this day, still gets media attention.
Show, Don’t Just Tell
Attention spans are short, and text-heavy data dumps don’t get read. Infographics, graphs, and data visualisations not only make complex information easier to digest but also increase shareability on social media and news platforms. These graphics can make or break media outreach, and also, lend themselves to evolving a simple pitch, into a wider cross-channel campaign.
Journalists love a strong visual because it helps them tell the story more effectively. Consumers engage more when information is presented in a clear, striking format. If you’re investing in data-led PR, make sure visuals are part of the package, and developed in the language of your intended end user.
Use Data to Drive Your Strategy
Data-led PR isn’t just about securing headlines – that’s just a nice benefit of a strong story – it’s also about informing decision-making and brand positioning. The best PR campaigns don’t just report trends; they use them to shape marketing strategies and brand building activities.
When brands package up insights in a way that helps people make better decisions, they become a trusted source of information or inspiration. That’s how brands move from being participants in conversations to setting the tone of them.
The Future of PR is Data-Driven
But let’s face it relying on intuition alone won’t cut it. Data is a powerful differentiator in PR, giving brands the edge to drive meaningful engagement. But data alone isn’t the answer, it’s how you use it that matters.
If you’re not already integrating data into your PR strategy or storytelling, it’s time to start.
Pro tip: Your PR team will never complain about having too much data. The more insights you share, the more opportunities they have to craft stories that might land and convert.
So, are you ready to take the first step towards telling your story with data?
