Including data in press releases can be a game changer in PR outreach. Well-researched and authoritative statistics, figures, survey results and infographics can help press releases to stand out in journalists’ inboxes and can be the deciding factor between a press release that gets ignored and one that secures top-tier mainstream media coverage.
Journalists receive hundreds of pitches daily and including data can make the story more compelling and credible as your claims are backed up by solid facts. An even better approach is offering journalists unique data. If you’re able to collect your own original data, carry out surveys or compile thoroughly researched indexes, you’re on the right track for outreach success as you’re offering exclusive insights that aren’t available elsewhere or that journalists can’t gather on their own.
Digital PR professionals are embracing data more than ever before, with the 2025 State of Digital PR Report revealing that data-driven content is the number one digital PR tactic, utilised by 94.8% of professionals in the industry.
Including data in press releases can be a game changer in PR outreach. Well-researched and authoritative statistics, figures, survey results and infographics can help press releases to stand out in journalists’ inboxes and can be the deciding factor between a press release that gets ignored and one that secures top-tier mainstream media coverage.
Data-led content is so popular because it tells a compelling story, highlights emerging trends, and adds depth to narratives. It increases the content’s newsworthiness and makes journalists’ jobs easier. Simply put, having data at their fingertips is invaluable because they often don’t have the time to source and analyse it themselves.
In this blog, we’ll explore how to find, use and present data in your PR outreach to maximise the chances of your press releases being picked up by journalists and securing coverage in high-quality publications.
What’s in this article:
- How can you utilise the power of data in PR?
- How to find good data sources?
- Why is original data important?
- What are the different types of original data to use in press releases?
- Key takeaways
How can you utilise the power of data in PR?
Data is a powerful tool in digital PR. Without solid facts to support your claims, journalists may be reluctant to use your content.
PR professionals can harness the power of data by enhancing their press releases with credible figures and statistics that increase their chances of gaining journalists’ interest. Journalists are looking for hard facts because they want their articles to hold up under scrutiny - verified data can help add weight and authority to stories, making them more trustworthy in journalists’ eyes.
With nearly half of journalists (46%) receiving six or more pitches every day, the competition for media attention is fierce, so it’s worth spending some time doing research and supplementing your releases with relevant data to gain a competitive edge over other brands and PRs.
If you choose to include data in your press release, make sure it’s accurate and that your sources are thoroughly researched. Sending out a press release with data that’s unreliable can not only harm your relationship with journalists and publications but it can also damage your brand’s reputation.
You also need to make sure your data is up-to-date. It’s best to use sources from the current year or the year before. If the data is any older than that then it may no longer be relevant or credible, especially in fast-moving industries where trends and statistics change frequently.
It’s crucial to always cite your sources clearly. Generally in press releases, the sources are listed at the bottom of the release in the ‘Notes to the Editor’ section. Providing clear citations, ideally with links to original reports or research, makes it easier for journalists to double-check the figures and strengthens their confidence in your content.
Another key consideration is the way you present your data. Large blocks of numbers can be overwhelming, so structuring your insights into clear, digestible takeaways such as charts or infographics can make the release look more appealing.
How to find good data sources?
Where to source data depends on your topic and industry but regardless of where you find your data, ensure it comes from a reputable source and is up-to-date.
1. Government and official statistics
One of the most reliable sources of data is government agencies and public institutions, which frequently release official statistics on a wide range of topics. Sources such as Gov.uk and Office for National Statistics (ONS) are well-vetted among journalists.
2. Statista
Statista or other credible data platforms provide a great source for international data across a variety of different topics and industries, all integrated into one single platform.
3. Market and consumer research
Reports from leading consumer and market research companies are good sources for highlighting current and emerging trends across different industries as well as for public opinion surveys.
4. Academic research
Universities and research institutions publish extensive data that can be useful for PR. Citing academic research is especially beneficial when your press release addresses a complex topic requiring expert validation.
5. Original data
One of the most effective ways to make your press release stand out is by offering your own unique data. Whether that’s internal analytics or carrying out a survey among your customers, this data is especially appealing to journalists as they can’t find it anywhere else.
Why is original data important?
Original data offers journalists something completely unique that hasn’t been published elsewhere, making it more appealing and newsworthy. While including third-party data is still valuable, it’s also available to everyone so journalists can easily access it themselves. In some instances, journalists can identify the source of your data and utilise it while effectively bypassing you.
Presenting fresh statistics, survey results or unique insights greatly increases the likelihood of your press release being picked up by the media. Unlike commonly cited statistics that may have already been used in multiple articles, original data gives journalists an exclusive angle to cover.
Another key benefit of original data is that you’ll be positioning your brand as a thought leader in your industry. By delving into specific topics, trends or consumer behaviours, you not only gain valuable insights but also establish your company as an authority in the field. This demonstrates expertise and initiative, making you a go-to resource for industry insights and advice.
If you're conducting original research or surveys, transparency is very important. Clearly outline your methodology, including sample size, demographics and how the data was collected. If you acknowledge any limitations in your data upfront, it demonstrates clarity and helps prevent journalists from being misled. If you’re sharing a particularly extensive dataset, for example an index, you could even create a dedicated landing page on your website where journalists can explore the findings in more depth.
What are the different types of original data to use in press releases?
1. Survey results
Conducting your own survey or poll is an effective way to generate fresh insights that are directly relevant to your industry and audience. You can ask questions from your own customers through a newsletter or partner with a reputable polling agency.
Example: A travel company could survey 1,000 of their customers to reveal the most popular summer holiday destinations for 2025.
2. Statistics from internal data
Internal company data can be very useful for identifying trends, sales patterns or customer behaviours.
Example: A meal kit brand could reveal that demand for plant-based meals has increased by 55% among its subscribers in the past year.
3. Financial figures
Financial data can be a powerful way to demonstrate business growth or economic insights.
Example: A fintech startup reaches £10 million in annual revenue within its first year.
4. Indexes
Indexes compile multiple data points into a ranking, score or comparative analysis, making complex information easier to digest. They are particularly useful for securing media coverage because they provide clear, structured insights that can be used in headlines and reports.
Example: A travel insurance company has created the European Pickpocketing Index, ranking popular European holiday destinations based on the proportion of pickpocketing mentions in visitor reviews of each country’s top five tourist attractions.
5. Graphics
Data visualisation, such as infographics, charts and interactive maps, helps make complex data more engaging and digestible for journalists and readers alike.
Example: A UK property website could publish an interactive heat map of the most expensive and most affordable places to rent in the UK based on average rent prices per month.
Key takeaways
- Data strengthens PR outreach. Including well-researched statistics, figures and survey results in press releases makes them more compelling, credible and appealing to journalists.
- Original data is a game changer. While third-party data is very useful, unique insights from your own research, surveys or internal analytics significantly increase media interest.
- Always ensure your data is reliable, up-to-date and thoroughly researched. Clearly outline your methodology when using original research and cite your third-party sources to maintain credibility.
- Large blocks of numbers can be overwhelming. Using charts, infographics, and interactive visualisations can make data more digestible.
- Data-led content not only increases media coverage but can also position your brand as an authority in the industry.
If you’d like to discuss how to utilise data in your PR campaign, don’t hesitate to contact us - we would love to hear from you!
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