| During his talk at PR is Key, OBI4wan’s Alexander de Ruiter explained how using data effectively can transform your PR practices. |
Data alone isn’t valuable—it’s what you do with it that counts. Too often, organizations create content based on assumptions or internal priorities, then check the data afterward to see how they performed. But what if you flip the script and use data to guide your PR strategy from the beginning.
Think Before You Publish
PR strategies that leverage data involve a continuous cycle:
- Monitor: Analyze audience behavior, trends, and market insights before creating content.
- Publish: Develop data-driven campaigns tailored to your audience’s preferences.
- Engage: Respond to feedback and interact with influencers and stakeholders.
- Analyze: Measure performance and refine your approach.
By starting with data, you can predict what content will resonate with your audience, leading to more effective campaigns and measurable results.
Shifting to Data-Backed Decisions
Traditionally, content strategies are built on preconceived notions about what customers want. But data is everywhere—on social media, review sites, and even public forums—ready to guide your decisions.
Key Takeaway:
Shift from internal assumptions to data-driven insights when determining:
- What type of content to create.
- The best timing and channels for PR distribution.
- How to engage meaningfully with your audience.
Your Online and Offline Reputation Are One
It’s a common misconception that organizations have separate online and offline reputations. The reality? You only have one, and data helps you manage it holistically.
Example:
OBI4wan discovered that corporate social media accounts saw only 20% engagement, while personal employee accounts achieved up to 80%. This highlights the importance of authentic, person-to-person interactions over purely corporate messaging.
Action Steps:
- Identify influencers framing your brand positively or negatively.
- Analyze their audiences and messages.
- Engage with these influencers to expand your reach and strengthen your reputation.
How to Use Data in PR
Data is a powerful tool at every stage of the PR process. Here’s how to make it work for you:
1. Leverage Historical Data
- Review past performance to identify successful content types, optimal publishing times, and effective distribution channels.
- Use these insights to inform future campaigns.
2. Monitor in Real Time
- Track social media, news outlets, and public forums to gauge sentiment and spot emerging trends.
- Use real-time data to engage with influencers and stakeholders in the moment.
3. Engage With Positive and Negative Feedback
- Don’t just respond to complaints—acknowledge positive feedback, too. Sharing endorsements strengthens your reputation and encourages more engagement.
- Remember: It’s not bragging if others are saying it for you!
Take Your PR Strategy to the Next Level
Integrating data into your PR practices transforms how you connect with your audience and build your reputation. By taking a data-driven approach, you’ll create campaigns that resonate and deliver measurable results.
