How PR Can Turn Data into Gold

(Guest post by Chad Van De Wiele, Intern)

Many companies are unaware of the power of research as a professional communications tool and only use their findings for internal purposes. However, research can have a great effect on your public relations and communications strategies – if conducted and shared the right way.

In order to get the most out of your research, be sure to share the results both internally and externally.  Why? Sharing your research results:

• Publicly positions your company as a thought leader and expert in the industry;
• Helps your company develop a greater understanding of your customers, enhancing your knowledge as a supplier and increasing your value as a business partner;
• Helps you identify new trends and issues, which will benefit you, your customers and the media; and
• Underscores your  company’s commitment to your customers and industry.

Here are seven ways you can use your research as a part of you PR strategy:

Announcements – Use your research results as material for external communications, such as news releases.

Events – Depending on the quality and implications of your company’s research, a press conference may be in order.

Speeches – Data from your company’s research may also be used for an executive speech or presentation at an industry venue.

Sales – Utilize the findings from a research study to add value by sharing details with your best customers.

Newsroom – Posting research findings to your company’s website can attract new attention. However, instead of posting all your data online, use only a few relevant points to create facts, figures, graphs, infographics or videos.

Social Media – Share selected highlights of your research findings on social media, to drive prospects to seek you out to learn more.

Interviews – Share your data during interviews with reporters. Not only will this build your reputation and credibility, but also provide the reporter with potential graphics for a news story.

For more tips on repurposing your company’s data for PR content, check out our past e-newsletter, The Hidden PR Goldmine.