data marketing

In a crowded digital world where everyone is competing for the attention of the same customer, it’s crucial for companies to start building stronger connections with their target audience. Media relations experts need a way to connect with followers on a deeper level, by providing them with the assistance and content they need to thrive.

The good news is that data has emerged as the ultimate answer to most marketing problems. With enough information about a specific audience, any company can make the most of their campaigns with highly-personalized and relevant strategies. So, how can data drive a media relations campaign?

Use Analytics to Create Engaging Content

As companies everywhere battle it out to earn the top spot on Google, content plays a critical role in many media relations campaigns. In the online world, and throughout many aspects of the offline world too, content is critical to helping a business stand out and create relationships with publications, customers, and more. Analyzing data gives PR agents the insights they need to create custom-made content that speaks directly to the kind of audience they’re trying to attract.

Get Market Insights

To get ahead in a competitive marketplace, companies need a way of understanding what their audience needs from them. Market research forms the foundation of many media relations campaigns, but analytics and big data ensure that today’s brands can access ever-more relevant sources of information. Data analytics help companies to find the most engaging information to share with their audience, therefore boosting their marketing strategy.

Improve Social Strategies

Social media has emerged as a common component of many media relations strategies today. After all, people everywhere interact with brands through Twitter, Facebook, LinkedIn, and even Instagram. As we continue to live in a socially-driven world, access to data gives companies the chance to see which messages their followers respond best to, and improve their campaigns based on that information.

Brands can even translate data into customer service strategies, by giving automated chatbots a list of FAQs to respond to. As people continue to avoid phone conversations with their favorite brands, this alternative mode of communication could be critical.

Get an Edge Over the Competition

No matter the industry, the company who knows the audience they’re trying to connect with will always come out on top in media relations strategies. Data ensures that every pitch or press release issued by a company is tailor-made to suit the requirements and expectations of the audience they’re reaching out to. Focused brand content maintains an edge over generic content every time.
5. Stay in Budget

Finally, it’s easy to get carried away when executing a media relations campaign – but even the biggest companies still have budgets that they need to stick to if they want to see significant ROI. The good news is that tracking data throughout a campaign can make it easier for organizations to stay within their budget and avoid spending money on strategies that don’t work. The more data a business has to track, the more cost-efficient their campaigns become.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.