Credible data in public relations
There is a greater need than ever for credible data in PR. It helps build stronger strategy, insightful creative and accurate evaluation.
Other areas of marketing appear to be very confident in using data, but where does the PR industry stand?
Our mission is to help you showcase your hard earned coverage and being confident in using and presenting data is part of that. To understand how to support you further we carried out research with 420 in-house and agency PR practitioners around the world to gauge data literacy in communications..
How confident are PR teams in their data literacy skills? Let's find out...
Although this indicates that clients lack confidence in PR agencies data capability it does present a huge opportunity; there is more budget that can come into our industry if we increase data literacy. We’ll show you how through this page. A quick win here is to switch from large reach figures in reports and instead use Estimated Coverage Views.
As well as a more realistic measure, this metric can be used as a proxy for impressions which is useful to budget holders when they need to compare earned, paid and owned marketing activity. For some brand managers such as James at Diageo, it resulted in an increase to the PR budget.
“It's a big gripe of mine seeing PR saying potential reach is X million or even X billion people. As a brand manager and allocator of budget, you can't take a lot from 'reach data'. We like using the 'Estimated Coverage Views' metric in CoverageBook. It's more realistic which means it's easier for me to compare PR against other areas of marketing.”
Head of Culture & Entertainment, PR & Influencer Marketing, Diageo
There is an emerging trend of agencies hiring in analyst talent which is a huge lift to the industry. If you’re at the start of that journey listen to our podcast interview with the global head of data and analytics at H+K Strategies; Allisson Spray. We find out how she built an award winning data team within a global PR agency from scratch. It’s a fascinating watch/listen, packed with tips on recruitment and training.
with Allison Spray & James Crawford
Ten leading PR insight and measurement experts (including our own Stella Bayles) collaborated on this paper about data literacy in public relations. It explores the use of data in public relations and ways in which it can be used to inform strategy, decision making, creative, content, execution, and measurement. The paper includes tool-stacks, case studies and step-by-step guides in how to improve data use and confidence.
Let CoverageBook handle the data gathering for you. Start a free trial and see how it all works with your own coverage.
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