Leveraging 4 Key Types Of PR Data

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By: Meltwater

Data collection and evaluation are (or, at least, should be) integrated into the daily rituals of PR pros. With the gajillions of measurable actions consumers take every day, the massive amount of information PR pros must sift through grows exponentially, which, in turn, can make locating those meaningful insights challenging. But let’s not get overwhelmed, yet.

To ease this gentle data giant, let’s start by breaking it down into smaller, more manageable pieces that can be leveraged distinctly at each step in the PR campaign process. Categorizing PR data will help you identify relevant insights lickity-split and in this field, who couldn’t use the extra time?

Below are four of the main types of PR data you should start using right now:

1. Assessment Data: Used to determine the desired level of achievement. e.g. Number of media hits, traffic to site, new leads generated, etc.

How to leverage: Assessment data creates the foundation for any PR campaign. Before you set your objectives, identify your target audience, or develop your press lists, use these data to evaluate your current situation. What is your average traffic? How frequently do media placements lead to conversions?

After you know where you’re starting from you can set your success metrics and KPIs (key performance indicators). What do you want to increase or decrease? What variables are the most meaningful for determining the success of your campaign? Clear assessment barometers will ensure you can definitively state which PR activities delivered and which ones might need to be re-imagined, after all is said and done.

2. Demographic Data: Used to decide which audience segment(s) to target. e.g. Gender, economic status, location, ethnicity, etc.

How to leverage: When looking at demographic data, think beyond the traditional segments listed above. If you’re launching a line of cologne, your audience should be more than “professional males with a full-time jobs”. Dig deeper, find out more (if you can), such as where these men shop, how many years of school they completed, marital statuses, industries they work in, job titles, etc.

This genre of data can include psychographics — people’s wants, interests, attitudes and opinions. What consumer segment is most in need of your new, musky scent? The more cold, hard facts you know about your audience, the better you can tailor your content to resonate with them.

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