How to turn data into a powerful media relations campaign

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In today’s world, data is everything. A Centogene data analyst 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 tell fact from fiction, change consumer behavior and transform public opinion and sentiment. The data is black and white, transparent and reliable across all industries and job functions. Therefore, it is an asset and an integral part of a successful media relations strategy.

Data is a resource that is held in high esteem by the most credible media. In a sea of ​​fluffy lists and clickbait, mainstream business-focused media outlets and trade publications that B2B companies want coverage in data-driven news and articles. According to the Wall Street Journal, 97% of companies surveyed in an Accenture study recognized that proprietary data was “very valuable” or “fairly valuable” in differentiating the company from one of its competitors. Experts also consider content-driven data analytics to be one of the best-performing pieces of content on the web.

Publishing valuable data via a press release provides the opportunity for multiple media outlets to break a story or conduct an interview, but it is also likely that for months, or even years, journalists and companies will cite the data in public. articles, blogs, podcasts, social networks. media or on their websites. Therefore, original data-driven media relations is one of the few marketing tactics that truly has longevity and ongoing ROI. Another valuable tactic is to offer research to your most coveted media outlets 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 company with nearly 200,000 professionals in independent firms worldwide collaborating to provide audit, consulting, risk, and financial advisory expertise to clients, produces valuable surveys that inform the business practices of entire industries. Its ongoing Global Risk Management Survey is picked up by tens of thousands of media outlets. However, the data is also often acquired and distributed by smaller companies, as an effective media relations content strategy.

One of our clients at Fletcher Marketing PR, Tellico Village, a senior community in East Tennessee, conducted a survey of residents on retirement trends which was then used to produce a series of press releases and byline articles using the data. Senior publications found this original data informative for their audience, which led to media engagement and the ability to repurpose published articles as social media content, blogs, and email marketing.

Related: 7 Must-Have Strategies for PR 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 most. Is there an issue within your industry or among your customers that needs to be resolved? Here’s an example: Inbound marketing and CRM software company, HubSpot, did an inbound marketing trends report with data collected from over 1,600 companies in order to provide their audience with valuable insights to create better marketing strategies. Since your customers rely on your products and services for marketing and sales, selecting a survey to secure data related to marketing insights was clearly effective, with more than 10,000 media mentions according to Muck Rack for your report.

Methodology to secure the original data

The type of market research used to acquire the data depends on the objective and the information you want to report. A survey is best when quantitative data is acquired and consists of a set of questions to elicit information. Proprietary data, also known as proprietary data analytics, is another form of quantitative data that is captured through proprietary sources, such as CRM or other analytics tools within the organization. While a focus group or interviews are more conducive to qualitative data that are not numerical and are based on knowledge, behaviors, interactions or observations.

While it’s easy to access proprietary data for media relations, it’s often helpful to hire a third-party market research firm to conduct surveys, focus groups, or interviews. Ensuring that data is accurate and acquired in an unbiased manner is critical. Since the data will be used to demonstrate thought leadership and credibility, it is beneficial to leave the acquisition to experts who can properly structure the survey, focus groups or interviews and analyze the results scientifically.

Related: Proprietary Research Can Give You Credibility: Here’s How To Do It

Distributing and Leveraging the Value of Credibility and Thought Leadership

Once a press release containing the significant data and findings is drafted and distributed to the media, either through a earned media release or a wire release, or for best results, a combination of both, the next step is to make the most of the results. and publicity While knowledge of the findings is beneficial, keep in mind that the primary goal is to position yourself as a credible thought leader. Sixty-five percent of buyers say that thought leadership significantly influenced their perception of a company to improve it. And when it comes to sales conversions, thought leadership plays a big role.

A study of content preferences found that B2B buyers are increasingly seeking credible “show-and-tell” experiences to drive purchasing decisions. The study found that 77% of buyers will consume at least three or more pieces of content before speaking with a seller, with the top content formats being thought leadership-based with half including survey reports. Therefore, repurposing the results as a variety of different pieces of content is one way to effectively increase campaign ROI. Pieces of content to increase credibility and thought leadership may include the following:

  • blog posts

  • podcast

  • webinars

  • email blasts

  • Social Media Posts

  • white papers

  • infographics

In addition to the content, an added benefit is that the data results can serve as a launch opportunity to gain access to talks, industry panels, interviews, serve as a guest on podcasts or as a guest blogger or even appear as a news expert. of transmission. . It can be stated emphatically that data is a path 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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