How to turn data into PR stories
Every business collects data and you are probably sitting on a goldmine of interesting information and PR opportunities without even realising it. From customer trends and sales figures to survey results, website data and industry insights, company data can be a powerful way to potentially create a newsworthy PR story. The trick is knowing how to turn the numbers into something your stakeholders, which include journalists, actually want to read. So here are a few tips…
Look beyond the numbers
A spreadsheet rarely makes a compelling news story. What makes it interesting is what the data tells us about people, businesses or wider trends.
Look for unexpected changes, surprising statistics, comparisons or emerging trends. Perhaps your data shows customers are changing their buying habits, a particular product is suddenly becoming more popular or businesses in a certain sector are behaving differently. And if you can link this to the wider UK economy and what is going on nationally then even better.
These insights can become the hook for a story, particularly if they reveal something journalists and their readers may not have seen before.
Make your numbers easy to understand
Journalists are busy and they will never have the chance to understand your business and numbers as well as you do so don’t make your findings difficult to digest.
Lead with the most interesting statistic and explain it clearly. Avoid overwhelming your story with dozens of figures. A few powerful statistics can be far more effective than a page of numbers.
You could also compare your findings with previous years, industry averages or other relevant benchmarks to give your data greater meaning.
Add expert commentary
This is where your business can really add value. Once you have identified the story within your data, explain what you think it means by using an expert. Having a different opinion or take on a subject can help your story stand out.
For more tips and support with story creation then get in touch as we’d love to chat.