As the world becomes increasingly digital, data is playing an ever more important role in informing business decisions. Public relations (PR) is no exception to this trend. Data can provide valuable insights into how people perceive a company or brand, which PR tactics are most effective, and how PR efforts are impacting business outcomes. 

💡 Read Digital PR Explained: Best Strategies and Tools

By leveraging data, PR professionals and marketing specialists can improve their strategy and execution, ultimately delivering better results for their clients and organizations. Wondering how to use data to inform your strategy and what potential challenges and risks to be aware of? If so, then this article is for you. 

The Importance of Data in PR

People analysing data
Data is key backup to prove your PR strategy and execution efforts

According to a survey of PRs conducted by Metware, 95% of respondents agreed that data is important to the success of their PR campaigns. However, this is quite clear even without the need for surveys. Here are just a few reasons why:

First things first, data helps PRs understand their audiences. In particular, they can see who their customers are, what they are interested in, and what marketing channels they use to interact with brands. With this information at hand, they can tailor their messaging and outreach strategies to be more effective. 

Secondly, data can provide valuable insights into how people actually perceive a brand or company. This can include sentiment analysis of social media mentions, monitoring media coverage, and analyzing online reviews. By keeping track of this info, marketing professionals can identify gaps and areas for improvement and take steps to address them in no time. 

Last but not least, data makes it easier for PR professionals to measure the success of their efforts. For example, you can track such metrics as website traffic, social media engagement, and media coverage. These metrics can show you whether your campaigns are doing great or need to be reconsidered and adjusted for better business outcomes.

In addition to the mentioned benefits, leveraging a Serp API can further enhance the data-driven approach in PR campaigns.

Read Revolutionizing PR: How AI-powered Media Monitoring Can Benefit PR Professionals

Types of Data PRs Can Use

Now that we’ve covered the importance of data in PR, let’s take a closer look at the types of data that exist, so you can build an effective strategy without missing anything important. In general, despite the huge volumes of information, they can be divided into four main groups:

  • Media coverage,
  • Social media,
  • Website analytics,
  • Sales.

Media coverage data encompasses all mentions of a brand or company, including blogs, video content, RSS feeds, newspapers, and magazines. By knowing where people are talking about you and what they are saying, you can gain insights into which stories are resonating with the public and adjust your campaigns accordingly. 

When it comes to social media data, it refers to all online activities, in particular on platforms such as Twitter, Facebook, and Instagram. Marketers should keep a close eye on likes, views, subscribers, shares, and what their targeted audience is discussing to understand how their efforts are impacting engagement levels. 

Website analytics data provides information about how your target audience arrives at your website and what they do once they’re there. This information includes:

  • Website traffic, 
  • Bounce rates, 
  • Time spent on site. 

By analyzing these metrics, marketers can visualize the customer journey and understand which pages they find most appealing and where they are dropping off. 

Sales data, as the name suggests, includes all information about the performance of your marketing campaigns, including:

  • Revenues, 
  • Conversion rates, 
  • Customer acquisition costs,
  • Retention rates, 
  • Customer lifetime value. 

It’s crucial to track this data at all times to understand which tactics are driving the best business results.

How to Leverage Data to Improve PR Strategy and Execution

People writing and discussing PR strategy and execution on a whiteboard
Drive brand visibility and engage your target audience with an effective PR strategy and execution

Of course, simply knowing the types of data is not enough to build an efficient PR strategy that delivers the desired results. It’s important to understand how to harness this info. Further down, we’ll provide a few tips on how PRs and marketers can leverage data to improve their strategy and execution.  

1. Set Clear Goals

First and foremost, you need to set clear objectives for your PR campaign. What do you want to achieve? Are you looking to increase brand awareness, increase website traffic, or maybe generate more leads? 

Whatever the case, it’s important to have a specific and, what’s more important, measurable goal in mind. This helps to ensure that everyone on your team is aligned and working toward the same objective. 

In addition, your goals should be achievable and realistic, but also challenging enough to motivate your team. By setting clear goals, you can also prioritize your efforts and allocate resources more efficiently. 

2. Identify Key Performance Indicators (KPIs)

Once you have set your goals, it’s important to identify the KPIs that will help you measure progress towards those goals. KPIs, as we said, should be specific, measurable, and relevant to your objectives. 

For example, if your aim is to gain website traffic, you’d be monitoring metrics such as the number of unique visitors to your site, the bounce rate, and the average time spent on the site. And if you want to increase brand awareness, you might track metrics such as social media engagement, media mentions, and site referrals from branded search terms. 

It’s worth noting that KPIs can vary depending on your specific goals and industry. An e-commerce business will most likely be interested in conversion rates, average order value, and return on ad spend, while a B2B company may prioritize metrics such as lead generation, sales pipeline velocity, and customer acquisition cost. 

KPI mind map
KPIs provide a basis for measuring the return on investment (ROI) of PR activities

3. Use Data to Inform Your Strategy

When you know your objectives and the KPIs to track, you can use the data to inform your strategy. If you notice that a particular post, banner, or article is resonating with your target audience particularly well, you may want to double down on that tactic. 

Alternatively, if you see that the campaign doesn’t generate the desired results, you may want to adjust your approach. For example, you could split your audience into several groups to see which one of them responds better to the messaging or try a different tactic altogether.  

4. Monitor Progress and Adjust Your Strategy as Needed

Data can provide real-time insights into how your PR efforts are performing. Therefore, once you’ve figured out what’s working for you and what’s not and/or if you’re experimenting with new tactics, it’s crucial to monitor your progress against your KPIs. By doing so, you’ll be able to quickly identify areas for improvement and pivot your efforts in the right direction. 

Read PR SEO: 8 Genius Tips to Get More Coverage

Challenges and Risks of Using Data in PR

While data can be incredibly valuable for PR professionals, there are also some challenges and risks to be aware of. Here are a few examples:

  • Data privacy concerns. As with any type of data, privacy concerns are an important consideration when it comes to using data in PR. It’s important to ensure that any data you collect is done so legally and in an ethical manner. Data privacy concerns are crucial not only in PR but also in the realm of cryptocurrency. If you’re interested in investing in cryptocurrency of Cardano, you may be wondering how to buy ADA Cardano. Explore reputable cryptocurrency exchanges or platforms that support ADA.
  • Data overload. With so much data available, it can be easy to become overwhelmed. PRs need to be able to filter out the noise and focus on the data that is the most relevant to their objectives.
  • Misinterpreting data. Data can be complex, and it’s quite easy to misread it if you’re not careful. With that in mind, it’s necessary to be able to analyze it accurately and make informed decisions based on that analysis. 

Final Words

To sum it up, data is an important tool for PRs and marketers looking to improve their strategies. By leveraging it, it is easier to understand target audiences, track brand perception, and measure the impact of marketing efforts and their alignment with business goals.

Of course, data can be quite confusing, too, especially if you work with large volumes as most other businesses do these days. However, if you follow our tips, you should be able to filter it out more effectively and know exactly where to look when building your next marketing campaign.

Dmytro Sokhach is an entrepreneur and the 6-Figure Flipper Club member. Founded Admix Global (web agency) that builds websites, makes them profitable, and sells them as business.

Skip to content