How Can Data Analytics Inform PR Decisions?
In the fast-paced world of Public Relations, leveraging data analytics can be a game-changer. We've gathered insights from top PR professionals, including a Senior PR Manager and a National Communications Director, to share their experiences. From harnessing 'Quality Over Quantity in PR' to 'Analyzing Trends for Stakeholder Reach', explore the five innovative ways these experts use data to shape their PR strategies.
- Quality Over Quantity in PR
- Descriptive Analytics for Media Engagement
- Metrics Guide PR Campaign Effectiveness
- Data-Driven Social Media Strategy
- Analyzing Trends for Stakeholder Reach
Quality Over Quantity in PR
PR measurement will always be an imperfect science, but one way I've used data analytics to shape PR strategy is by making the decision to measure PR placements with a "quality over quantity" approach. A placement in a media outlet with 20 million UVPM should (and does) mean more than a placement with 20,000 UVPM. Where the measurement science becomes more challenging is when you take vertical and lifestyle media placements into account.
Descriptive Analytics for Media Engagement
Data analytics has been crucial for communicating our message to the media and other stakeholders. Through descriptive analytics, we have been able to learn how to appeal to reporters to include our information and data surveys to gain positive earned media coverage, and how to maximize our spending for paid media to ensure it reaches the correct audience.
Metrics Guide PR Campaign Effectiveness
We leverage analytics to inform our PR decisions by evaluating the impact of our campaigns. Through tracking metrics like reach, engagement, and conversions, we gain insights into the effectiveness of our strategies. This enables us to identify successful approaches and areas for improvement, shaping our PR decisions for optimal outcomes.
Data-Driven Social Media Strategy
We utilize data and analytics to help navigate our avenues of communication: where our marketing dollars are best spent, which social media platform best engages with certain types of posts, and how we can improve our messaging and click-throughs by changing the way we share information. Data helps us grow; it focuses us on constant improvement and provides examples of where we need to improve.
As social media changes and grows over time, we have made a shift to sharing more short videos on our platforms. This format is easier for all our stakeholders to contribute to, and we are able to capture many of them and schedule them out into the future—aligning them with events, initiatives, and awareness days. It's a more modern approach on today's social platforms, and the data helped drive the decision to keep growing in that direction.
Analyzing Trends for Stakeholder Reach
Data analytics has been an integral part of decision-making for PR at EKI Energy. We extensively use available data to analyze trends, sentiments, and visibility. One such example would be our work in June 2023 during the announcement of the CCTS scheme by the Government of India. As a leader in this industry, it was imperative for us to ensure our messaging reached maximum stakeholders. As such, we gathered data and analyzed which journalists, apart from trade media, have written stories about energy and government initiatives in the past. This activity enabled us to get coverage not only in energy media but also substantial visibility in financial and mainstream dailies, ensuring high reach, impressions, and mentions.