January 22, 2020

The PR Professional’s Guide to Data-Driven Storytelling


Creativity is part of the job description for PRs; you have to be able to find stories where they might not be immediately visible. And then find ways to get eyeballs on those stories in noisy newsrooms. It’s a challenge!

Depending on your industry, you might not think of data – traditionally the focus of scientists and mathematicians – as an important tool in your toolkit, but data and creativity are increasingly being fused together. Data is becoming a source of creativity, inspiring both product innovation and marketing. 

For PRs, consumer data offers a deep pool of inspiration for campaigns. And with self-service consumer research tools available, it doesn’t have to mean commissioning a market research agency for hugely expensive projects.

In a matter of hours, you can have surveys up and running as well as the results in your hands! This means you can be responsive to national news stories, or act quickly when your client needs a publicity boost. 

In this guide, we’ll look at the different ways you can use consumer data for impactful PR campaigns. We’ll also cover survey creation and how to expertly analyse the figures so you can find facts that make journalists sit up and take notice.