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How to Use Data to Build Your Next PR Campaign

How to Use Data to Build Your Next PR Campaign

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Public relations (PR) plays a crucial role in shaping a brand’s image, fostering relationships with the target audience, and ultimately driving business success. However, to ensure the effectiveness of your PR efforts, data collection and analysis is essential. By gathering valuable insights, you can create targeted campaigns, make informed decisions, and optimise your strategies.

As a leading Marketing Agency in Bristol, we will share the  five most powerful ways we use to collect data for digital PR campaigns so that you can use them yourselves to elevate your brand’s presence and impact.

Your Own Database

One of the most valuable sources of data for your digital PR campaigns or marketing is your own database. By analysing customer behaviour, preferences, and past interactions, you can gain valuable insights into their interests, demographics, and communication preferences. Utilise customer relationship management (CRM) software to gather and organise this data effectively.

With a solid understanding of your audience, you can tailor your PR messages and outreach efforts to resonate with them on a deeper level.

Somebody Else’s Data

Don’t limit yourself to your own data; tap into external sources to augment your insights. Collaborate with partners, influencers, or industry experts who have access to relevant data that you can learn from. By leveraging their (often larger) datasets, you can gain a broader perspective on your target audience, industry trends, and emerging topics.

This collaboration not only enhances your data collection capabilities but also helps you establish mutually beneficial relationships within your niche. Asking for help doesn’t mean showing weakness – it’s often the starting point of a massively helpful conversation and relationship!

Market Research and Surveys

Conducting market research and surveys is another effective way to collect data for your digital PR campaigns. Craft well-designed questionnaires or surveys to gather specific information from your target audience. By asking the right questions, you can uncover valuable insights into their preferences, pain points, and expectations.

This data will empower you to develop PR strategies that resonate with your audience, leading to more impactful and relevant campaigns.

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Extensive Research

As an online marketing Bristol agency, we know from experience that data-driven PR campaigns require a solid foundation of information and knowledge. Therefore, conducting extensive research is crucial.

Dive into industry reports, case studies, and relevant publications to stay updated on the latest trends, consumer behaviours, and market dynamics. You’ll be surprised by how much info that you can directly learn from is already out there! 

By consistently expanding your knowledge base, you can identify emerging opportunities, spot patterns, and make informed decisions. Incorporate these research findings into your PR campaigns to create content that resonates with your audience and establishes your brand as a thought leader.

Social Listening and Analytics

One highly effective approach to achieving this is by using data to build your next PR strategy. As a marketing agency in Bristol, we understand that data provides both opportunity and insights for small businesses that save you time and maximise ROI. So by providing the press with new, compelling information that no one has seen before, you can create a campaign that is truly newsworthy. 

Here’s how you can leverage data to develop a PR strategy that captures the media’s attention and drives impactful results.

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1. Identify Newsworthy Data Points

To create a campaign that stands out, start by identifying data points that are timely, relevant, and intriguing. Look for trends, statistics, or insights within your industry or target audience that are likely to grab media attention.

For example, you might uncover a significant shift in consumer behaviour, an unexpected correlation between two variables, or a groundbreaking study within your niche. These unique data points will form the foundation of your PR strategy, providing journalists with compelling angles to cover.

2. Craft a Captivating Narrative

Once you have identified your newsworthy data points, it’s essential to craft a captivating narrative around them. Data alone may be interesting, but it’s the story you build around it that will truly engage the press and your target audience. 

Identify the key insights or implications stemming from your data and weave them into a compelling storyline. By presenting your data within a larger context and highlighting its relevance and impact, you make it more likely for journalists to see the value in covering your story.

3. Create Engaging Visuals

As a Bristol Online Marketing Agency, we’ve seen time and time again that visuals are essential for capturing attention and conveying information quickly. Supplement your data with visually appealing charts, graphs, infographics, or interactive visualisations that help journalists and audiences understand the significance of your findings at a glance. 

Engaging visuals not only make your data more accessible but also increase the chances of your story being shared across different media platforms.

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4. Develop Relationships with Journalists

Building strong relationships with journalists is a critical aspect of PR success. As you prepare to launch your data-driven PR campaign, take the time to identify journalists who cover topics related to your industry or audience. Reach out to them individually, sharing a concise and personalised pitch that highlights the newsworthy aspects of your data.

Tailor your pitch to each journalist’s interests and explain why your data would be valuable to their audience. By nurturing these relationships, you increase the likelihood of your story being picked up and gaining wider coverage.

5. Amplify Your Message through Multiple Channels

To maximise the impact of your data-driven PR strategy, it’s crucial to leverage multiple channels for distribution. Alongside traditional media outlets, consider utilising social media platforms, industry blogs, newsletters, and other online forums to share your findings.

Craft engaging press releases, guest articles, or blog posts that highlight the key insights from your data. By utilising a multi-channel approach, you can reach a broader audience and ensure your story gains the attention it deserves.

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Public relations can make or break a business. By harnessing the power of data collection for your digital PR campaigns, you can unlock invaluable insights, refine your strategies, and establish meaningful connections with your audience.

By utilising data to build your PR strategy, you position yourself as a valuable source of information, offering journalists and the public something unique and compelling. 

Through newsworthy data points, captivating narratives, engaging visuals, strong relationships with journalists, and multi-channel distribution, you can create campaigns that attract media coverage, establish thought leadership, and ultimately drive business growth.

Embrace the five strategies discussed above, and your PR efforts will transcend traditional practices, leading to increased brand awareness, stronger customer relationships, and ultimately, business growth. Make data-driven PR an integral part of your marketing strategy, and watch your brand thrive in the digital landscape.

Remember, data is a powerful tool, but it’s your ability to present it in a meaningful and engaging way that will truly capture the media’s attention. Embrace the potential of data-driven PR, and open up new opportunities to elevate your brand’s presence in the ever-competitive media landscape. And don’t be afraid to reach out to a marketing agency for some assistance!

As always, if you have any questions, or if I can be of help in any way, drop me an email on eve@fantheflames.co.uk or if you’d like to talk more about how I can help your business grow, feel free to book in a quick virtual coffee with me HERE.

Eve Scragg
Fan The Flames Marketing & Design
Eve Scragg Founder Fan the Flames Marketing and Design

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