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, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.