Data storytelling is one of the best ways to communicate data insights in a structured manner using data, visualization, and narrative. Many businesses use data generated to gather new insights and develop new business strategies. However, most do not realise that the same data stories can be used to get the media to pay attention to their brands. Data storytelling can be a valuable tool in the PR plan of a company. Numbers have the potential to tell a strong story; however, it’s essential to shape the data story to align with the business objectives of a company. These insights need to be communicated effectively, with a target media in mind for maximising impact. This can make a big difference in the overall coverage and virality of the brand.
Who is doing it?
Companies like Spotify and Uber have already made quite an impact with the data storytelling that they use to communicate with their end users and customers, offering them insights about their usage in an easy-to-digest and even fun manner. Google Maps allows users to track their travels, the cities they have traveled to, and even the photos they’ve taken at each location. This is a perfect example of personalization combined with utility.
Getting noticed by the media
Data storytelling can also be used as a tool for not only telling stories within the organisation but to journalists as well. The correct data or statistics at the right time can grab the media’s attention and get you positive PR. Good public relations is about helping journalists create editorially strong stories without overpowering them with their brand identity. This can be accomplished by sharing compelling data, giving them better insight into your company and industry.
Journalists love to write by using data, be it in the form of statistics, surveys, or case studies, as it is a validation of their reportage and lends more credibility to their articles. Even readers prefer these stories because data is a way for readers to understand comparison or a benchmark that makes the story relatable.
How can you achieve this?
If you want a mainstream media outlet to cover your data story, here are a few things to remember.
- Understand your target audience – Who is the target audience for your data story? If it’s a journalist working on an industry story, share numbers that can help them with insights into your industry. If it’s a potential client, tell a powerful story of a positive future through your data. Connect the facts that you have with your target audience and based on that, you will be able to craft the story to make it appealing to your targeted audience.
- Know your facts – Ensure that your data is accurate and can be quoted by the media truthfully. If you don’t have data sources, look for freely available data which can be found on government sites or even social media.
- The human connection – It all comes down to the human connection if you want to create an appealing pitch for journalists. Focus on the story’s emotional impact and how it will affect people’s lives. These little things stand out when journalists are looking for stories that will resonate with the audience.
- Keep it accessible – Remember that good data storytelling is about a simple insight into the data you showcase.
Good data storytelling helps enterprises make data and numbers more relevant to stakeholders and end users in a language that is easily accessible while also adding a human element. Used correctly, it can also attract media organisations to write about your company or product, bringing you organic media coverage. RentaPR can help you visualise your data through innovative storytelling. Contact us for ideas.