Data As An Asset for Startup PR

I’m always learning new things about PR. I like observing what other companies are doing, and it seems like some tried and true strategies still work: Ride a trend, do a survey, predict yearly seasonal coverage (holiday gift guides anyone?) and insert your story into that… etc etc. But one strategy I’ve seen more and more is using your own company’s data to get coverage.

Boston startup folks at Runkeeper generated some buzz by sharing how getting featured in the Android Marketplace increased downloads by 637%.

I also loved what they did with their fitness stats for an infographic back in September. This got covered in The Next Web.

That’s a good B2C example.

For a B2B take, admittedly Social Bakers is an analytics company by nature so leveraging data for coverage isn’t that much of a stretch. But their presidential candidate Facebook stats infographic is a fun take on numbers and a good example of inserting your message/brand into a current topic of conversation.

(AND HOW CUTE IS THIS INFOGRAPHIC?)

This got them in TechCrunch.

I personally love a good infographic. But while fun, infographics may eventually wear out their welcome. As I’m learning about what works for other companies, thinking about a fresh way to present data is also something I’m considering for when I pull the trigger and use data (there’s a lot of it…) for our own marketing.

Data is particularly huge right now. Products and consumers generate and process tons of it. It’s overwhelming sometimes. And for some companies, this might not even work as the data may be confidential and inappropriate for a PR strategy. But in general, when it comes to data, I think marketers who are technically inclined enough to digest it, but also have the communication skills to promote it, will increasingly become assets to their companies. It’s two skillsets I’m definitely looking to enhance this year.

What data does your company have that could be an interesting pitch? Have you tried this before? Let me know in the comments!

1 comments
swatermasysk
swatermasysk

I love your suggestion on leveraging data you already have.

I am very skeptical of businesses focused solely on acquiring data, but if you are already collecting it for other reasons, repurposing it is a very smart move.