{"id":141656,"date":"2022-12-05T10:39:18","date_gmt":"2022-12-05T09:39:18","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=141656"},"modified":"2022-12-05T11:40:02","modified_gmt":"2022-12-05T10:40:02","slug":"how-to-use-data-to-prove-the-power-of-your-pr","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/how-to-use-data-to-prove-the-power-of-your-pr\/","title":{"rendered":"How to use data to prove the power of your PR"},"content":{"rendered":"

The full potential and power of good PR is often intangible, with no one industry-wide metric shared by every comms team. What kind of data is most effective to demonstrate the value of your work to your <\/strong>c-suite<\/strong><\/a> and clients? <\/strong><\/p>\n

The PRCA\u2019s \u2018Data Literacy in PR Report\u2019 features essays from 11 industry leaders including Stephen Waddington, Andrew Bruce Smith, Orla Graham, Steve Leigh, Sophie Coley, Stella Bayles, James Crawford, Alex Judd and Allison Spray covering how data can make your PR successful.<\/p>\n

Here are five takeaways from the report:<\/p>\n

1) Decide on your KPIs from the start<\/h3>\n

\u2018Numbers and data analysis should play a vital role in every aspect of public relations. Every campaign should begin with goal setting and research and involve answering many important questions\u2026\u2019<\/em>\u00a0 \u2013<\/strong>\u00a0Andrew Bruce Smith<\/strong><\/p>\n

The essay \u2018What Numbers Matter in Public Relations?\u2019 highlights the importance of setting your Key Performance Indicators at the start of a project. No one metric to rule them all in the industry? Then determine your own, and how to source relevant data that will inform your planning process.<\/p>\n

2. Refine your processes throughout the campaign cycle<\/h3>\n

\u2018It is worth noting that measurement and evaluation works best when it is used as a process of continuous improvement. It should be a circular activity. We learn what works best so that we can refine and enhance plans and maximise the impact of available resources\u2026\u2019 <\/em>\u2013 Orla Graham and Steve Leigh. <\/strong><\/p>\n

In \u2018Design a Listening and Measurement Strategy\u2019, refining and rethinking is promoted as an intrinsic part of any successful project cycle. Any starting framework is likely to grow and evolve as more data is gathered, allowing for exploration of additional KPIs where needed.<\/p>\n

3. Listen to the right audiences<\/h3>\n

\u2018Once you\u2019ve designed a measurement strategy, you need to find sources for that data. This presents new challenges; how to identify your audience and how best to extract meaningful data from them.<\/em><\/p>\n

\u2018Each method has its own strengths and weaknesses. There is no definitive \u201cright\u201d answer. Choose the right approach for your needs by focusing on what you are trying to learn\u2026\u2019 <\/em>\u2013 Sophie Coley and Steve Leigh<\/strong><\/p>\n

For finding the right audience, \u2018Identifying a Public and Listening to Conversations\u2019 recommends the use of surveys, social media and searches. Surveys can be useful in the planning stage, to measure impacts during a campaign, and in the post-project analysis stage. For using social media and searches, social listening can help \u2013 find out more here<\/a>.<\/p>\n

4. Push the limitations of the tools you use<\/h3>\n

\u2018Tools and tech stacks are increasingly important for the public relations industry. Despite ever-growing scope and complexity, there is still no silver bullet as every client has different objectives. Public relations can be used in many ways to achieve a broad range of outcomes\u2026\u2019 <\/em>\u2013 Stella Bayles and James Crawford<\/strong><\/p>\n

\u2018What is possible to achieve with tools and what are their limitations?\u2019 tackles the question from the point of view of both the tool user and the vendor. While tools can \u2018bridge the data literacy gap\u2019, they can also complicate things if not used correctly. Rather than relying on raw data that comes in a one-size-fits-all format, seek out bespoke reports that will provide accurate reporting for your particular project.<\/p>\n

5. Translate your data to make the outcomes clear<\/h3>\n

\u2018No matter what kind of project you\u2019re running, your sector (or specialism), chances are you have faced what many professionals dread: a wall of statistics, charts, and data points. A litany of information pointing you towards something. But what are you going to do with it all? Resist the urge to find a word cloud, throw it on a slide and give yourself a pat on the back. Instead, take a different path, start your journey to find an insight\u2026\u2019 <\/em>\u2013 Alex Judd and Allison Spray<\/strong><\/p>\n

Reams of numbers and graphs can look incredibly impressive or utterly intimidating. Before presenting them to your management team, or scanning for meaning yourself, go back to the problem your project or campaign was trying to solve in the first place and link the numbers accordingly. As a PR, you already have the skill set to bring data to life and sell your story to any audience \u2013 even those making the big decisions on your team\u2019s budget for the following year…<\/p>\n

Download the full paper \u2018Data Literacy in PR\u2019 from the <\/strong>PRCA website<\/strong><\/a>. <\/strong><\/p>\n

For advice on integrating PR into the C-suite level, read our write-up of our <\/strong>webinar<\/strong><\/a> with Stephen Waddington, Dr Jon White and Rachel Roberts \u2018<\/strong>Level up your PR career: Getting ready for management<\/strong><\/a>\u2019. <\/strong><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Here are five takeaways from the PRCA’s report \u2018Data Literacy in Public Relations\u2019 covering how data can make your PR successful.<\/p>\n","protected":false},"author":423,"featured_media":141660,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7365,7272,3725,7238],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/141656"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=141656"}],"version-history":[{"count":5,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/141656\/revisions"}],"predecessor-version":[{"id":141661,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/141656\/revisions\/141661"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/141660"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=141656"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=141656"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=141656"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}