The ability to leverage your company data as a PR tool is both an art and a science.
Collecting data requires a consistent and accurate information gathering process. But at the same time, you have to know how to use your data in a way that tells a compelling story to journalists.
Some companies have made a cottage industry out of mining company data to generate PR placements.
You can use your company data to generate PR placements, too – if you're willing to learn from their example:
- SurePayroll - SurePayroll is the nation's leading online payroll and payroll tax filing provider. They give small businesses the tools they need to perform effective payroll services. Along the way, SurePayroll analyzes data for tens of thousands of companies, which they use to create a "Payroll Scorecard". The Payroll Scorecard contains national, regional, and state hiring & salary indices. Additionally, SurePayroll uses their data to feature a "Small Business Optimism Meter" on their website as well as a Payroll Scorecard widget and RSS feed. Journalists are attracted to SurePayroll's data because it gives them consistent, monthly insights into frontline hiring trends.
- ComScore - ComScore uses behavioral and survey insights to help their clients keep pace with the online business environment. Their clients include ad agencies, publishers, marketers, analysts and others who use ComScore's information to develop marketing, sales, product development, and trading strategies. However, ComScore also uses the data it collects to generate insightful press releases that are used as the basis for attributed news items in media outlets around the world. ComScore does a great job publishing its data-driven media on its company website and through other online channels.
- Empathica - Empathica has turned data-driven PR into a business. Their business model is built around their mission to automate the measurement and management of customer loyalty, and to bridge the gap between businesses and their customer base. Using the data they collect from their clients, Empathica has created a "Consumer Insights Panel". From a PR standpoint, they have leveraged this device to become an authoritative voice on consumer trends and shopping patterns.