Big data is the new oil. Those who know how to extract it from the depths of the Internet and use it in their work will always be one step ahead of their competitors. We tell you where and how to use the data-driven approach in PR work.
First, let's define the main term of the article:
The data-driven approach assumes that a business uses data and analytics to make decisions. They help to understand how users interact with a product, service or brand: what they lack, what they like, what uruguay mobile database functions they use and what they do not.
Example:
This is a suitcase from Amazon's own line of products. Its sales are breaking records, although until recently the undisputed leaders were suitcases from the Samsonite brand.
How did this happen?
Amazon is the world's largest marketplace, which has huge data on the preferences and experiences of users in any segment: popular colors, features, common complaints, etc. The company used them and created the perfect product that meets all the requirements of buyers.
Why is a data-driven approach important in PR?
The success or failure of a company increasingly depends on how the company builds external communications. According to a McKinsey study , 83% of business leaders surveyed believe that in the coming decades, marketing and PR will bring further growth to their companies. This means that communication budgets will grow, but at the same time, the demands for their effectiveness will also grow.
Therefore, it is better for PR specialists to learn how to work with data and use it in their work now - this will increase their demand in the labor market many times over.
Where PR professionals can use a data-driven approach
We have identified four areas in PR activities where working with data significantly increases efficiency.
1. Preparation of materials for the media: research, ratings, forecasts
Numbers and analytics are in high demand among the media. And in order to prepare such material, it is not necessary to be a global company like Amazon. Each business has its own competencies, data that can be used to compile ratings, forecasts for the industry. Analyze your company: in which department can you get such data and how can you then use it as an information hook.