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When companies consider data as a PR tool, many think conducting a robust survey is the only way. While surveys are great for targeting specific audiences and to investigate particular trends, they can be a substantial line item in a modest marketing budget and require significant internal resources to get off the ground.
Proprietary data is another option companies can leverage for media outreach. Proprietary data is the information companies already have on hand that can help them showcase their capabilities and garner media coverage. For example, Zillow publishes market overviews that take advantage of the data they already have available through their business model and operation of their platform. These reports showcase the insights their technology can generate.
Proprietary data is powerful because only your company has access to it, so insights drawn from it are inherently unique. Because it’s already on hand, there’s also no additional investment required to collect this data. That said, engineers don’t necessarily design their platforms for the purposes of data collection for the media. As a result, it can sometimes be challenging to pull standardized proprietary data that supports the story your brand wants to tell. This data can also be limited by the scope of a company’s platform.
While there can be challenges, crafting a story from proprietary data remains an excellent PR tool. The use of data in media relations is becoming more common so it’s important that data is positioned correctly to the media and provides real value to journalists to stand out.
There are four key steps in generating media coverage that leverages proprietary data:
Leveraging proprietary data for media outreach highlights the value of your platform to potential customers and demonstrates the power of the insights it can provide. It also demonstrates your company’s industry expertise to the media and is thus a valuable PR tool.
Because leveraging proprietary data can be so powerful, abiding by the best practices above can help companies cut through the noise and get the most out of this type of outreach. However, we know this is no small feat. My team are experts at running successful data-driven PR campaigns for companies like LiveStories and G2 Crowd and we’d be happy to help. Reach us by filling out this form or calling us at 206-480-1478.