By Lindsay Ferraro Bennett
Data is no longer a nice-to-have in PR. It’s a must-have. For brands looking to earn meaningful media coverage and establish authority, data provides the foundation for stronger storytelling, smarter pitching, and greater relevance in the media. It’s one of the first things we ask about when starting a partnership because it tells us where the brand fits into the broader conversation, and how we can help shape it.
From proprietary research and consumer surveys to internal analytics, data can transform a brand’s narrative into something timely, relevant, and credible. It adds substance to media pitches, gives reporters a clear angle, and offers readers valuable takeaways.
For example, a retail brand might tap into shopping trends within their data to speak to industry shifts, while a renovation company may provide industry analytics to establish leadership in the category. It’s particularly compelling when the data is within a newly commissioned survey. But what matters most is that the insight speaks to something bigger than the brand and add value to the conversation.
Metrics that are overly branded, self-congratulatory, or disconnected from a broader cultural context often fall flat. At Pace, we help our clients distinguish between what’s interesting internally and what resonates externally. Reporters are less interested in how many users signed up for your app last quarter, for example, and more interested in what that says about broader consumer behavior.
We view data as an essential asset. Our team works closely with clients to uncover the stories hidden in their numbers and translate them into media-friendly formats, from pitch angles and headlines to thought leadership and visual storytelling. The goal isn’t to present stats for the sake of it. It’s to spark interest, build trust, and position the brand as a source of insight.
Interested in learning more about PR strategies? Check out our piece on how we take a hybrid approach with affiliate PR. Other resources can be found here