How to turn data into a powerful media relations campaign

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In today’s world, data is everything. A data analyst for Centogene once said, “Data is information, and information is power.” When it comes to media relations, data acquisition and dissemination is a powerful and influential tool. Data has been used to distinguish fact from fiction, it changes consumer behavior and transforms public opinion and sentiment. Data is black and white, transparent and reliable across industries and job functions. It is therefore an asset and an integral part of a successful media relations strategy.

Data is a resource that the most credible media hold in high esteem. In a sea of ​​fluffy listicles and clickbait, the major business-focused media and trade publications that B2B companies want to cover in data-driven articles and news. According to the wall street journal, 97% of companies surveyed in an Accenture study agreed that proprietary data was “very valuable” or “somewhat valuable” in differentiating their business from competitors. Experts also consider content-based data analytics to be among the most successful pieces of content on the web.

Publishing valuable data via a press release provides the opportunity for multiple media outlets to publish an article or conduct an interview, but it is also likely that for months or even years journalists and companies will cite the data in articles, blogs, podcasts, social media networks or on their websites. So, media relations based on original data is one of the few marketing tactics that truly has longevity and continued ROI. Another useful tactic is to offer the research to your most coveted outlet first and allow them to be the first to publish it.

Related: Boost Your PR Strategy With Big Data

Examples of companies using data for media relations

Deloitte, a leading UK-based firm with nearly 200,000 professionals in independent firms around the world working together to provide clients with an audit, advisory, risk and financial advisory experience, produces surveys insights that inform the business practices of entire industries. Their ongoing investigation into global risk management is being picked up by tens of thousands of media outlets. However, data is often acquired and distributed by small businesses as well, as an effective content strategy for media relations.

One of our clients at Fletcher Marketing PR, Tellico Village, a seniors community in East Tennessee, conducted a survey of residents on retirement trends which was later used to produce a series of news releases press releases and byline articles using the data. Senior Living publications have found this original data informative for their audiences, leading to media takeover and the ability to later reuse the published articles as social media, blog and email marketing content. .

Related: 7 Must-Have PR Strategies in 2022

How to determine what data to acquire for your campaign

The best approach is to start at the end, not the beginning. Think about what your audience and stakeholders will value the most. Is there a problem within your industry or among your customers that needs to be solved? Here’s an example: Inbound marketing and CRM software company, HubSpot, has produced an inbound marketing trends report with data collected from over 1,600 companies with the aim of providing their audience with valuable insights to build better marketing strategies. Since their customers rely on their products and services for marketing and sales, selecting a survey to secure data related to marketing insights was clearly effective, as according to Muck Rack there are over 10,000 mentions in the media for their report.

Methodology for securing original data

The type of market research used to acquire the data depends on the purpose and information you want to inform. A survey is best for acquiring quantitative data and consists of a set of questions for better understanding. Proprietary data, also known as owned data analytics, is another form of quantitative data captured by owned sources such as CRMs or other analytics tools within the organization. Whereas a focus group or interviews are more conducive to qualitative data that is not numerical and based on ideas, behaviors, interactions or observations.

While it’s easy to access proprietary data for media relations, it’s often worth engaging a third-party market research company to conduct surveys, focus groups, or interviews. Ensuring data is accurate and acquired impartially is essential. Since the data will be used to demonstrate thought leadership and credibility, it is beneficial to leave acquisition to experts who can properly structure the survey, focus groups or interviews and analyze the results in a meaningful way. scientific.

Related: Exclusive Research Can Give You Credibility – Here’s How to Do It

Distributing and harvesting the value of credibility and thought leadership

Once a press release containing the important data and findings is drafted and distributed to the media, either via a won media pitch or a wire release – or for best results, a combination of the two – the next step is to take full advantage of the results and publicity. While awareness of results is beneficial, keep in mind that the primary goal is to position yourself as a credible thought leader. Sixty-five percent of buyers say thought leadership has significantly influenced their perception of a business for the better. And when it comes to sales conversions, thought leadership plays an important role.

A study of content preferences found that B2B buyers are increasingly looking for credible “show and tell” experiences to make purchasing decisions. The study found that 77% of buyers will consume at least three or more pieces of content before talking to a seller, and top content formats are based on thought leadership, with half including survey reports. Thus, repurposing results in the form of a variety of different content is a way to effectively increase campaign ROI. Content elements to build credibility and thought leadership can include the following:

  • Blog posts

  • Podcasts

  • Webinars

  • Email explosions

  • Social media posts

  • white papers

  • Infographics

In addition to content, an added benefit is that data results can serve as a pitching opportunity for access to speaking engagements, industry panels, interviews, serving as a guest on podcasts, or as a guest blogger or even appear as an expert on broadcast news. . It can be argued emphatically that data is a pathway to credibility. After all, author and statistics professor W. Edwards Demming once said, “Without data, you’re just another person with an opinion.

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