In today’s evolving world of communications, the ability to leverage data is necessary for successful media relations. By harnessing data-driven insights, PR professionals can refine communication strategies, enhance outreach efforts and even strengthen relationships with the right media outlets. Here's a look at five ways data can improve media relations.
1. Finding the Right Journalists
Data helps pinpoint journalists who are most likely to be interested in a story. Tools like Muck Rack, Cision, Meltwater and even ChatGPT can be used by PR teams to analyze journalists’ and media outlets' past coverage. Use a competitor analysis to see which journalists and media outlets have picked up comparable stories and topics. By analyzing past coverage and media engagement, practitioners can identify individuals who have written about similar topics or covered trends relevant to a campaign.
2. Refining Media Outlets
With media impact reports, data can reveal which outlets are most effective for a brand or campaign, allowing PR pros to focus efforts on those that yield the highest return. By measuring factors such as audience engagement, reach, and demographic alignment, you can ensure a pitch reaches the right audience.
3. Tailoring Content to Media Preferences
Understanding media consumption trends is essential. Would a podcast perform better for a client? Should a brand shift away from TikTok? What platform is next after X (formerly Twitter)? Data helps track which types of content, whether press releases, thought leadership pieces or multimedia, perform best with specific journalists or outlets. Reviewing this data regularly allows communicators to adapt their content formats to meet changing preferences. For example, if data shows an outlet shifting toward longer video-based stories, pitch materials can be updated to include video assets, keeping it pitch relevant and front of mind.
4. Enhancing Pitch Timing
Timing is critical in media relations. By analyzing media cycles, trends and audience behavior, PR professionals can determine the best time to read media outlets. Start with the basics—are you on the East Coast and emailing the West Coast? Don’t send an email at 8:15 a.m. EST. Reactive practices play a key role here. Monitor how timing influences your coverage rates and adjust accordingly. For instance, if pitches sent early in the week consistently perform better, adjust your timing strategy to reflect these insights. Whether it’s aligning with trending topics or avoiding media saturation, tracking the data ensures a pitch lands at the right moment.
5. Tracking Campaign Success and Improving Strategies
Once a story runs, insights become invaluable for a media relations strategy. Media impact reports track coverage, audience engagement, reach, and sentiment, offering actionable feedback to improve future pitches.
Then take it a step further. Go beyond the basics, by visualizing data through interactive dashboards, charts or heat maps to show high-performing outlets, regions, or messages. Additionally, qualitative insights are just as valuable, so follow up with journalists to ask about their preferences, such as timing or format, and use this feedback to fine-tune an approach. Use this data to strengthen relationships and drive ongoing success.
Alexia Rose is Account Manager at Inspire PR Group.