The introduction of ever more sophisticated business automation solutions and the rise of the internet age have enabled business leaders to make more and more decisions based on data, rather than intuition. In fact managers in all departments and at every level are under increasing pressure to justify every course of action with data. PR is not immune. Powerful media monitoring and analysis tools make it possible to predict and measure the results of PR like never before.
While there is no shortage of data, gathering data is not an end in itself. As famous statistician, Nate Silver said, “Every day, three times per second, we produce the equivalent of the amount of data that the Library of Congress has in its entire print collection, right? But most of it is like cat videos on YouTube or 13-year-olds exchanging text messages about the next Twilight movie.”
It’s not how much data you gather or generate, it’s what you do with it that counts. So, how can you leverage your PR data to amplify your brand? Here are a few tactics.
Build Your Media Contact List
The best media monitoring solutions sort through millions of sources and use big data analytics to find the mentions most relevant to your brand and industry. The authors and publications that are writing about related topics, including your competitors, should become the targets of your press and influencer outreach.
Target the Big Wins
One thing that PR data can tell you is which authors or publications represent the biggest opportunity to help spread the story of your brand. While you shouldn’t undervalue niche and smaller opportunities, understanding reach in terms of both readership and social magnification will help you identify a few special targets.
Craft More Timely Pitches
We live in a 24x7, always-on world. Things change quickly, trends come and go like butterflies. Successful PR management requires pros to understand what is happening now in their space and to be able to predict which topics will be trending tomorrow. Pitching topics that are of interest RIGHT NOW is central to an effective earned media strategy.
Justify PR Investments
The ROI for PR has traditionally been difficult to calculate. The availability of accurate data has changed that. Solutions that can calculate the impact of particular PR campaigns, or of PR in general, are essential to convincing data-driven business executives to continue to invest in PR.
Data is as data does. Make sure you are putting yours to work.