Modern companies possess an enormous amount of information, which extends far beyond solely internal business management. Internal statistics, transactional data, and consumer behavior patterns represent valuable material for PR specialists to create content that can attract the attention of global media. Experts from platforms like Yelp and Match Group point out that the key to success is not the brand itself, but the story about human behavior hidden within the numbers.
Human Stories Triumph Over Statistics
According to Michael Kaye, Head of Communications at Match Group, which includes apps like Tinder and OkCupid, companies make the biggest mistake in assuming that data is a story in itself. Journalists, he says, are not interested in dry statistics, but in how data illuminates current cultural trends and societal conversations. As an example, he cites 2019, when OkCupid app data showed that attitudes towards climate change fundamentally influenced dating.
“The story should be about the human behavior hidden in the data. Data works best when it helps explain a cultural conversation that is already happening,” said Kaye, who noted that this single insight generated over 500 media mentions.
Will DeGirolamo from Yelp holds a similar strategy. He recommends that in communication, the brand should position itself as a trustworthy source of information, not as the main character of the headline. The goal is to offer media insight into broader economic or social trends, thereby establishing the company as an authority in the field.
Long-Term Strategy and Understanding the Numbers
To build an expert position, it is ideal to create regular reports. Yelp, for instance, annually publishes rankings of the fastest-growing and best-loved brands. This periodicity ensures a steady stream of inquiries from journalists throughout the year. Experts agree that the most valuable data is that which is exclusively accessible to the given company. Key recommendations for effective data PR include:
- Focus on the quality of the story instead of the quantity of the data sample.
- Create regular series of reports to build authority.
- Be available to journalists as a resource for deeper analyses.
- Actively collaborate with corporate data analysts.
While some communication specialists rely on internal research teams, others recommend that PR managers themselves become data experts. The ability to independently work with analytical tools and find interesting connections within them allows for quicker reactions to current events and offers unique content to the media that cannot be found elsewhere.