There is a moment in a PR person’s campaign planning process that fills us with Christmas-like glee. Whenever possible, media prefer to incorporate data into news reports for credibility. When media relations professionals can offer researched, accurate data on software testing, audiology studies for earbuds that offer noise protection, or results of mobile operating system adoption rates from clients, we find it one of the most exciting campaigns to implement.
In addition to building credibility for the brand, releasing surveys and data gives media a way to offer a differing point of view from information a business would ordinarily have sitting alone and lonely in a data center or server space. Data can be leveraged in many different ways, and not just the report itself. If you are thinking about releasing company data, consider these three aspects to fully maximize the data available.
Break the data into easy-to-digest chunks
No one is going to sit down and read a 12-page report, unless you’re a data nerd like me, so breaking it down for media and influencers is the first priority. Most PR professionals choose a press release as the best way to disseminate this information, but a fact sheet or bulleted list of key takeaways can do the job. Because press releases have lost luster in recent years, it should be carefully considered whether or not it is the best solution to deliver information, but either choice will work.
Create compelling visual content
Even if your data is now easily readable in a release or fact sheet, businesses can make a bigger impact by using visuals like infographics and videos to explain the data in an interesting way. By creating these types of components, readers can garner a more clear understanding of what the data says and how it will affect them as a business professional. For example, if I said that IT professionals spend 10 hours resolving ticket issues, does that give you a good view of how much time during a week that really describes? How about if I said you could, theoretically, finish an entire mystery novel in 10 hours, or complete an entire campaign in Call of Duty? Doesn’t that paint a more precise picture?
Explain what your data means for your industry
The final, and the most important aspect of a data report or survey, is helping reporters, and therefore readers, understand what this new information means for their industry. Drafted content is a dynamic way to create thought leadership from subject matter experts in your business, and explains clearly to readers the impact of the data you’ve released. A recent piece from our client SmartFile on intellectual property interprets the data clearly, highlights why IP security is a necessary concern for many different industries, and offers solutions outside of their own platform to help. Readers can leave the conversation feeling a bit more educated, with data to back up business needs to c-suite executives.
Companies looking to utilize internal data should carefully consider what options to disseminate the data works in tandem with goals and messaging of the brand. However, any data that is collected from a relevant sample size will need analyzation that can be communicated effectively to demonstrate the impact and influence within the industry covered. Not only will your customers be happier, but media will have three powerful ways to share it with the world.
Have some data that needs to be released? We can help! Contact Lindsey Groepper for more details.
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