A PR consultant’s work is becoming increasingly data-driven. After the data scientist and data journalist, the time is right for the data PR consultant. The technology to collect and analyse large volumes of information has existed for years, but are we using it intelligently in PR?
Measurement remains a difficult subject in our profession, despite agreed principles. Nor does “data-driven” have the same definition for everyone. Yet we recognise that proving PR’s return on investment remains a challenge. How can PR develop into a discipline that is ready for the future? And what skills will tomorrow’s consultants need?
Data-driven creativity
Data has been used to create content for some time. Ethnographic research, surveys and web analytics reveal trends and insights that can become news stories or useful advice for an audience, for example in expert articles and columns. In that sense, we already use data creatively.
Our client Criteo is one example. The performance marketing specialist processes terabytes of technical data every day, including information about consumers’ online shopping behaviour. This enabled the company to make predictions for retailers around Sinterklaas. To strengthen those findings, we commissioned a nationwide survey of Dutch consumers’ Sinterklaas purchases. The combined data was turned into an infographic with forecasts for Dutch retailers.
Data lets consultants combine original thinking with sound insights and technology. It does not undermine creativity; it provides a way to test ideas.
Insights for communications strategy
The applications extend far beyond content. Data can improve communications strategy. To do that, you need to track distributed content in a focused way and understand what recipients do with it. There are limits, of course, and the technology available to us currently focuses on the web.
Here is a simple example. We speak to journalists every day and keep up with their work and interests. Collecting and analysing that information systematically gives us a clearer picture. We can examine which links journalists click in a press release. If a particular link never gets clicked, the content may not be sufficiently interesting or relevant. We can adjust our strategy accordingly.
Better still, we can pitch targeted stories to journalists whose interests we have analysed, while avoiding content they do not want. There is less guesswork. And the possibilities go beyond clicks: some organisations have already made considerable technical progress.
Integrated campaigns and measurement
The media are not the final destination, and clicks should not be the only metric we focus on. What matters is the media’s users and readers: consumers. They are the audience we ultimately want to reach and, to use an ecommerce term, convert into buyers. The journey a consumer takes towards a purchase, and PR’s role in that journey, is particularly valuable data.
PR contributes to the customer journey or sales funnel, especially by building brand awareness among potential customers who do not yet know the business. A news article might prompt someone to visit a company’s website, request a demonstration or subscribe to its newsletter. Those actions depend on the initial awareness that PR helps generate.
Digital marketing and social media, where results are easier to measure, have used this approach for some time. PR fits naturally into that broader picture, strengthening the message through its integration into the campaign.
A job of the future: measurement creates insight
No, robots are not about to replace PR consultants. But PR professionals do need to become familiar with tools that use data effectively and follow the technological developments changing their work. That is why almost everyone at Progress Communications is Google Analytics and AdWords certified. We recognise the importance of taking the first steps towards measuring our online activities for clients.
Of course, not everything can be measured. PR also creates effects that are difficult to quantify, such as the emotions people feel in response to brand stories. But why is measurement still debated, or something PR professionals hesitate to attempt? Because it is complicated? Or because it could transform how our profession is approached and valued?
Better measurement makes it possible to build stronger business strategies with PR as an integral component. That opens up more opportunities than we may currently realise. Let us embrace data.
Would you like to discuss using data to improve your PR strategy? Contact Progress Communications in Amsterdam or Antwerp.
Kinyi
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