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.
PR measurement will always be an imperfect science, but one way I've used data analytics to shape PR strategy is 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.
Data analytics has been an integral part of decision making for PR at EKI Energy. We extensively use available data to analyse 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 reaches maximum stakeholders. As such we gathered data and analysed which journalists apart from trade media have written stories around energy and government initiatives in the past. This activity enabled us to get coverage across not only energy media but also substantial visibility in financial and mainlines dailies, ensuring high reach, impressions and mentions.
Communications Analyst at Ontario Shores Centre for Mental Health Sciences
Answered 2 years ago
We utilize data and analytics to help navigate our avenues of communication; where are our marketing dollars best spent, what social media platform best engages with certain types of posts, how can we improve on our messaging and click throughs by changing the way we share information. Data helps us grow, it focuses us on constant improvement and gives us examples of where we need to improve. As social media changes and grows over time, we made a shift to sharing more short videos on our platforms. This format was easier for all our stakeholders to contribute to and we are able to capture many of them and schedule out into the future – aligning them with events, initiatives and awareness days. It’s a more modern approach on todays social platforms, and the data helped drive the decision to keep growing in that direction.
Strategic Project Manager, Marketing & Public Relations at Tenney Group
Answered 2 years ago
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.
While creating the strategy for a campaign, we decided to develop simple and subtle content. While executing the PR campaign, we continuously posted stories and videos and followed the right algorithm, but the campaign was not hitting the mark. Data analytics helped us discover that the website traffic and conversion rate were below expectations. The impact was neither favorable nor negative, which showed the audience was disinterested. We reviewed the approach and determined the gap resulted from a lack of knowledge of the trend and less creative content. We altered the strategy to produce more engaging and creative content and stick with trendy music and infographics. This action increased website traffic, conversion rates, and click-through rates.
As the CEO of Startup House, I always rely on data analytics to inform our PR decisions. One example is when we used social media engagement metrics to determine the best time to launch a new product. By analyzing when our audience was most active online, we were able to schedule our announcement for maximum impact. This data-driven approach not only increased our reach but also helped us connect with our target market in a more meaningful way. Remember, in the world of PR, numbers don't lie - so let the data guide your decisions!
I was working on a campaign to promote a new sustainable product launch for a clothing company. I used social media analytics tools to identify which demographics and influencers were most engaged in conversations about sustainability in fashion to target the right audience and craft impactful messaging. This data helped me tailor press releases and social media outreach to resonate with those groups. By analysing website traffic after the launch, I could measure which tactics drove the most website visits and sales conversions from our target audience. This data-driven approach ensured our message reached the right people and maximised the campaign's impact.
The most recent campaign where we leveraged data analytics was when we held CollegeDekho Saarthi. During this event, we tracked the performance of our Press Release and Social media posts to make necessary tweaks based on the feedback we received through comments, mentions etc. We noticed that press releases performed better when they included a context relevant to the local population. For us, tweaking our communication to educate the students on adopting specialised courses further amplified by a lack of employment opportunities in the cities we visited, worked well.