How to Turn Data Into Engaging PR Stories

So, we all know we live in this data-driven world, right? Numbers flying everywhere, spreadsheets full of things that seem super important but, let’s be real, are kinda boring at first glance. 

But that’s where we come in—we’re not just here to look at data. No, no, we’re here to turn it into something people actually want to read. You know, stories. 

Nail Your Brand Voice

Before we start spinning these data-driven tales, let’s talk about voice. No, not the singing kind—although, if that’s your thing, go for it. Your brand voice is like your personality on paper. 

You need to figure out how your company sounds when it talks to people. Friendly? Confident? Like the cool, approachable friend everyone wants advice from? Whatever it is, it’s gotta be consistent. If you’re not sure what it is yet, hit pause on your PR campaign because everything starts with this.

Once you’ve got that voice locked down, we’re golden. Now, it’s time to bring in the data and make your messaging shine.

Mining Data (But Make It Fun)

Now that we’ve nailed your voice, we need to gather some data. And no, this isn’t like some treasure hunt where you’re lost at sea, searching for buried gold. It’s more like... organizing a messy closet. It’s already there, you just need to figure out what you need and where to find it.

Let’s say you’ve got a new product launch. Awesome! Grab the raw data—maybe it’s test results or analytics from past campaigns. Pull out anything that shows you’ve done your homework. 

But don’t forget the fun stuff—who are your media contacts? What dates matter for this launch? Have you looked at what worked (and didn’t) in previous launches? You’re basically Sherlock Holmes here, uncovering all the clues you need.

Craft Stories That Don’t Sound Like a Boring Report

Okay, now we’ve got this treasure trove of data. What next? Well, now comes the fun part: turning that data into a story people actually care about. Here’s the thing—this isn’t really about you. It’s about your audience. You’ve gotta figure out how to make them care, whether it’s a journalist, a customer, or your mom (who’s probably going to love it no matter what, but still).

Let’s be honest: nobody’s going to be thrilled if you tell them, “75% of users liked our new app.” I mean, maybe some people will, but we’re not going for “some people.” We’re going for all the people. So instead, tell them about how your app made someone’s life easier or why your launch is part of some bigger trend that everyone’s talking about. It’s all about framing it in a way that makes people think, “Okay, now I’m interested.”

Track Your PR Magic

Once you’ve spun your tale and sent it out into the world, don’t just sit back and relax. (Well, maybe a little.) You need to track how it’s doing. You know the drill—open rates, click-throughs, social media engagement, all the nerdy metrics we secretly love. Dive into those numbers to see if your story hit home or if it needs a little tweaking.

Keep an eye on your website, too. This is where people end up when they’re really curious about what you’re saying, so make sure they’re sticking around long enough to read your message—or, you know, buy something.

Bring It All Together

In the end, turning data into an engaging PR story is part science, part art. You’ve gotta have your brand voice in place, know how to pull the right data, and then package it all into a story that feels like it’s made just for your audience. Oh, and don’t forget to check your work—because those metrics are your friends. They’ll let you know when you’ve struck PR gold.

Now, go forth and make your data sparkle.