In the business world, especially any business operating primarily online, the volume and speed at which data is gathered keeps growing. PR is no exception. Data gets collected, then often ignored. Given how much is available for any client’s business, knowing where to start (what to analyze, how to turn spreadsheets into anything actionable, how to measure the impact of PR work on the business) is the actual problem.
In this post, I’ll share a few key reports my PR clients have found useful, along with some considerations for how to start telling your story through data.
How Data is Being Used in PR
Sentiment Analysis
By combining big data with social media listening and mentions, PR firms can gather valuable insights about their clients (both from niche conversations and from whole industries). Social media listening and sentiment analysis lets PR firms address negative publicity before it snowballs into something much harder to contain.
Trend History, or the Past Predicting the Future
With specific big data tools (and even free ones like Google Trends) PR pros can see what prompted a specific trend in the past and possibly predict when it might recur. There’s often a clear seasonality factor involved. Because reporting tools work with large data sets, anomalies can be spotted and averages calculated over long timeframes. By discovering trends that apply directly to a client’s business, you can develop messaging around that topic proactively, whether the news is good or bad.
Developing Strategies for the Future
Reporting on past efforts is only one use for this data. Showing in plain numbers where opportunities exist has real value. I’ve used competitive research and keyword analysis to surface highly targeted content ideas - pieces that drive organic shares and build a client’s thought leadership without relying on aggressive link-building tactics.
“There’s never been so much content and data available for PR professionals as there is today, but the mass quantity of information can be daunting. Yet buried in all this content is information that can provide real insight for PR professionals.”
– Martin Jones, Managing Director, March PR, via Holmes Report
Next Steps
For years, PR firms haven’t placed much emphasis on data. That’s changing. Firms are starting to recognize the impact it can have on a client’s business and on the case for an integrated PR and marketing strategy.
With better data tools and tracking available, PR teams now have the ability to run a more agile and proactive strategy in response to shifting media and economic conditions. If you need help on the analytics or advertising side, reach out via the contact form on my homepage.