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Data-driven communications is not a buzzword. It’s real. It works. And it can produce business results. But it’s not easy and requires you to step out of your comfort zone and start using what’s already available…data.
 

Too often, we rely only on intuition and personal experience when making decisions about PR programs. And then we scratch our heads in confusion when our programs don’t perform as expected.
 

By harnessing the power of data-driven communication, you can make more strategic choices that are more likely to resonate with our audiences and get the media coverage you want. Don’t get me wrong; media intuition and personal experiences are important. But when you combine that with data analytics, your PR programs will exponentially exceed all expectations.
 

Data-driven communication sounds like a buzzword. And, maybe for some, it is. But for others, it’s a viable PR strategy that integrates public relations planning, data analytics, and intuition to produce a more thoughtful program. The role of data is that it should be used to understand historical program performance, set PR benchmarks, and build your highly targeted media list.

The goal is to use data to inform everything you do from a media communications perspective.