Four Steps to Creating Data Reports that Capture Media Attention

Data reports, when created well and released at the right time, are a great tool to educate the public and key stakeholders about anything from complex industry issues, market dynamics, or a technology’s larger impact. They provide objective, factual information that can support a company’s messaging and help increase credibility. They serve as evidence of the company’s achievements, successes, or the impact of its products or services, building good trust with key audiences. Data reports have been especially effective in the SaaS, security, fintech, and biotech/pharma/healthcare spaces recently.

Reports are also a strong tool across marketing. Journalists frequently seek strong data to inform their reporting, and 68% want to see original research and trend data when pitched a story. Having the right report with strong insights can lead to increased media coverage and positive press. Furthermore, data reports can be repurposed into content for various channels, including blog posts, infographics, social media updates, and videos. This helps disseminate the information to a wider audience. Here are four steps to creating a strong report:

Choose a report focus and collect relevant data 

In narrowing your report focus, consider the type of insight that would be most compelling to your target audience. Are there new trends you are seeing with customer needs, or how customers are using your technology? Could this speak to a wider shift in your industry? Choosing a report focus will help you determine what type of data you will need to gather. It’s always a great idea to use relevant, proprietary data if you have access to it. You can also create an original survey that looks at market insights and predictions, product usage statistics, or any other information that explores your technology’s strengths. To make sure the data is accurate, up-to-date, and reliable, use reputable tools and work with your tech PR team to ensure the methodology and data sourcing is sound.

Analyze and interpret the data

Once you have the raw data related to your report focus, see where the most meaningful insights and trends sit by noting where there are the most unexpected or extreme data points, as well as the strongest correlations. Understand what the data is saying and how it reflects on your company. Your tech PR team will advise on how to translate and package the most compelling raw data for the public to easily understand. This will take into consideration:

• Communicating the data in a way that resonates with your target audience
• Creating top narratives that highlight key takeaways and the significance of the data
• The best storytelling techniques to make the data relatable and memorable. This could include real-world examples from client surveys or case studies illustrating the impact of the data

The best tech PR teams will also understand the best channels to deliver and amplify your data report, and what custom content should be created for each. This could include press releases, social media posts, blogs, webinars, or even thought leadership/speaking engagements. Work with PR to determine what are the best channels for reaching your target audience with your data and tailoring your message respectively. For example, a press release focusing on key numbers and statistics might be best for some stakeholders, while a client blog post that goes deeper into the story behind the data might be better suited for your prospective customers. Tech PR teams can also provide guidance to the best visual tools to help present the data in easy-to-understand and easy-to-amplify ways like infographics, charts, videos, or interactive content. 

Leverage media relations and engage with your audience

With your key narratives and final report package ready, your tech PR team is armed to reach relevant media outlets and journalists who cover your industry and provide them with the data along with a compelling story. They can further tailor outreach to specific journalists or outlets, highlighting why your data is relevant to their specific audience.This will encourage interaction and discussion around your data. Social media content and other online forums are great ways to extend the dialogue around your report and the story you’re telling. Your tech PR team will help guide you with how to respond to comments, answer questions, and how to navigate feedback, if necessary.

Measure your report’s impact

Track the performance of your data by noting three key areas: the demand for the full report, the influx of leads in the weeks and months after the data is made available, and any change in the duration of individual sales cycles. By showcasing that you understand the current industry, understand your customers, are a thought leader and are transparent, a strong data report campaign can make a positive difference in the three aforementioned areas that impact your company’s bottom line.

PR efforts can also be measured by monitoring metrics like brand awareness, website traffic, social media engagement, press coverage, and sentiment analysis to understand the impact of your data-driven PR work. These insights can be used to refine your approach and continue to improve your PR efforts.

If you want to build on the success of a first report, consider becoming an authority on the survey topic with an ongoing report schedule that looks at how the data shifts in the quarters and years to come, or even expand the report topic to include other relevant data analyzes with tangential focuses in an ongoing report series.

Surveys and reports can be a critical component of a well-rounded tech PR and marketing strategy. They can help provide a foundation of credibility and objectivity that supports the messages most important for your audiences to hear .Using data and reports for public relations efforts can be a powerful way to enhance your brand’s awareness, showcase achievements, and enforce your team’s standing as thought leaders and subject matter experts. Remember, transparency and authenticity are key when using company data, and a great tech PR partner will help ensure that the data is presented honestly and accurately, and be prepared to address any questions or concerns that may arise. If you’re interested in learning more about the best ways to use data in your tech PR strategy, let us know at info@karbocom.com.