| Online data is a powerful tool for PR professionals. Here’s how to gather it, interpret it, and use it to refine your PR strategy for measurable success. |
Why Is Online Data Important for PR?
Data is no longer optional for public relations. With growing pressure to deliver measurable results, PR professionals need to embrace online data to inform decisions and improve campaigns.
Why use it?
- Data-driven decisions improve the likelihood of campaign success.
- Most companies already have data—they just need the tools and skills to use it effectively.
Alexander de Ruiter, speaking at PR is Key, noted that starting a campaign with data “greatly improves the chance your efforts will turn out to be worthwhile.” Investing time to incorporate data into your strategy will set you up for success.
How to Gather Online Data
The first step is identifying which data to collect. The specifics depend on your organization’s goals, but here are common metrics to consider:
- Social media engagement: Likes, shares, comments, follower demographics, and impressions.
- Website traffic: Visitor count, session duration, bounce rate, and page views (via tools like Google Analytics).
- Newsletter performance: Open rates, click-through rates, and unsubscribe rates.
- Sentiment analysis: Online reviews, social sentiment, and public feedback.
Tools to use:
- Google Analytics: Understand visitor behavior on your website.
- Platform-specific dashboards: Facebook, LinkedIn, and other social media platforms provide native analytics.
Pro Tip: Review your existing PR tools and platforms to identify data already available. You may discover valuable insights without needing additional investments.
How to Use Online Data to Improve Your PR Strategy
Once you’ve collected your data, the next step is turning it into actionable insights.
1. Organize Your Data
Structure your data for clarity. Use pivot tables or visualization tools to break it into categories like audience demographics, content performance, or platform-specific engagement.
- Example: Create a table to compare engagement rates across platforms (e.g., Instagram vs. LinkedIn).
2. Ask the Right Questions
Dig deeper into your data by answering these key questions:
- Who is consuming your content?
- What content performs best or worst?
- When is your audience most active?
- What platforms drive the most engagement?
- What is the overall sentiment surrounding your brand?
Example: If your data shows that Instagram posts featuring behind-the-scenes content perform best, consider incorporating more of this into your strategy.
3. Adjust Your Content and Strategy
Use your insights to refine your approach:
- Revisit content topics: Focus on what resonates most with your audience.
- Optimize posting times: Align your publishing schedule with peak engagement hours.
- Target the right platforms: Invest effort where your audience is most active.
Example: If website traffic peaks on weekday mornings, schedule press releases or blog posts to go live at that time.
4. Build Data-Driven Campaigns
When planning a new campaign, base your goals and strategies on data-driven insights. Set measurable objectives and monitor performance throughout the campaign lifecycle.
Action Steps:
- Establish benchmarks using historical data.
- Continuously track new data during the campaign.
- Adjust tactics as needed to improve results.
Example: If a campaign is underperforming on social media, test new messaging or visuals mid-campaign to boost engagement.
The Value of Data for PR
By leveraging online data, PR professionals can:
- Create content that resonates with their target audience.
- Optimize timing and channels for maximum impact.
- Measure success with clarity and confidence.
Ready to use data to elevate your PR strategy? Start by identifying your most valuable metrics and incorporating them into every stage of your PR cycle.
