The power of data in PR

The use of credible data in a PR outreach can be the make or break to landing coverage in top-tier publications.

Outreaching a press release which includes data can make a story more engaging and interesting to both journalists and their audience.

This can result in valuable backlinks to the spokesperson’s website, which is a crucial factor in SEO.

It also makes the story more trustworthy which is incredibly important to both an agency’s reputation and the client.

Data and successful pitching

In the competitive world of Digital PR, having data included can make a press release shine above the rest when it lands in a journalist’s inbox.

For the bigger PR campaigns, having multiple sources with trustable data can have tremendous benefits in hitting those target publications, as it backs up the pitch with hard, solid facts.

We’ve used data in press releases for many of our clients across different sectors such as e-commerce, automotive and interiors, which has helped us secure links and coverage in high domain websites.

We always make sure to let the journalist know in the pitch about what data we’ve used as well as making a note underneath the release with all of the source links.

This helps to validate the entire story so we’re not sending out a story claiming one thing, when in fact it has no substance behind it.

What can go wrong with using data:

It’s important to consider whether a press release needs to have data included in the story. 

Using various sources in releases can be time-consuming and it’s not necessary for every single story. 

But there are worse offences to make when using the wrong type of data.

Sending out a press release with data that’s unreliable is one of the biggest mistakes to make in PR 

It can leave a negative impression which could ultimately harm the chances of getting future press releases picked up.

Sources need to be thoroughly researched and validated before being included in any press releases that are being pitched to the media.

The most important part of using data is to ensure it’s relevant, up-to-date, and most importantly, credible.

If a press release includes data which hits all of those targets, then the story is more likely to secure sweet success in the media.

Here are the benefits of using data in press releases:

Credibility

One of the most important benefits of using data in a press release is that it makes the content more trustworthy. Facts and figures which support the claims made will add credibility to the story. Never send out a press release with data that is misleading and inauthentic.

Gains interest

If a press release includes data, it will help to grab a journalist’s attention and encourage them to read more into the story. This will also translate into published articles where readers will be intrigued to find out more. Larger interest will generate wider conversation and increase the brand awareness of the client mentioned within the story.

Visual impact

Having data displayed in charts and infographics can make the story more visually appealing to journalists receiving the press release. It needs to be clear and concise to capture their attention. Make sure to have the raw data on hand in case they need to validate the findings.

Simplifies yet enhances the story

Having facts and figures included can expand the story and make it more compelling to read. It can also help to make what may seem like a complex and difficult story to digest, much easier to understand for journalists and the audience. Don’t overcomplicate how the data is being told, keep it simple and straightforward.

Brand authority 

Reputation is everything in PR. The brand and the agency’s name are on the line every time a press release is pitched to the media. That’s why the data needs to be credible so when journalists ask where the data has come from, the information can be supplied from a reliable source.

Reactive appeal

Data doesn’t have to only be used for a single story and then it’s discarded. There may be a recent event in the news where a business can provide valuable insight which may need the data to back up their claims. There are endless opportunities available by being quick and reactive.

Where to source data

Data can be sourced in various forms, statistics with hard figures from credible sites such as Statista is always a reliable option to use. 

It can also come from studies which back the claims made within the press release to enhance the message that the story is sharing.

Another factor that should be considered is whether the data fits into the angle of the story and if it needs to be tweaked to become relevant.

Don’t be afraid to switch it up, as the press release could be inches away from becoming an even stronger story.

The right story and the right data are the perfect match for success in getting coverage and links.

If you want to find out more about how we use data in our press releases to boost our client’s SEO and backlinks, please get in touch.

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