In the PR world, data has long been viewed as a “nice to have” rather than a “must have.” Many teams have relied on experience and intuition to guide their strategies, using data as a supplementary tool rather than as a core driver of decision-making. However, this perspective has shifted as both external pressures and internal expectations grow, data is now positioned as a vital component of every successful PR strategy.
The Challenge: Moving from Monitoring to Strategic Decision-Making
Recent findings from Hotwire Global’s Data Maturity Survey of PR and communications executives responses reveal that while there is strong data adoption in the industry, there is still a gap between what teams are doing and what they could be achieving. Only 11% of respondents reported that data is fully integrated into every aspect of their decision-making process, signaling room for growth. In contrast, 31% of respondents indicated they are still reliant on their intuition and expertise—rather than data—to drive decisions. While a substantial number of teams are collecting data, they are often using it reactively to monitor performance rather than proactively shaping strategy.
For PR teams to truly harness the potential of data, it must move from being a passive tool to an active asset in every stage of campaign planning, execution and evaluation.
What’s Holding PR Teams Back?
One of the key obstacles preventing teams from reaching full data maturity is how they collect and utilize data. Many PR teams still rely on a few traditional sources, with only 28% of teams using more than three distinct data sources. This limited approach restricts their ability to gain a comprehensive understanding of their campaigns and audiences. As a result, many teams are missing out on deeper insights that could drive more strategic decision-making.
The use of static, periodic reports continues to dominate, with 83% of teams reporting data via emails or slide decks, often days after the information has been gathered. This lack of real-time analysis limits a team's ability to react quickly and adjust campaigns based on emerging trends or shifts in public sentiment. Moreover, regular, real-time analysis is still not fully embraced—less than 30% of teams are using tools that provide continuous, dynamic reporting.
To stay competitive, PR professionals must embed data throughout the entire lifecycle of their campaigns—from audience insights and message testing to ongoing monitoring and post-campaign analysis. This will allow teams to make more informed decisions, respond to real-time shifts, and continuously refine their strategies.
The Opportunity: Building a Data-Driven Culture
For PR teams to evolve, they must embrace a culture that integrates data into every part of their process, not just at the tail end for performance reporting. This shift requires a move toward real-time data analytics, deeper audience segmentation and predictive insights. The tools to help make this transition are already here.
Advanced analytics platforms, powered by AI, machine learning, and generative AI solutions are helping teams to move beyond basic reporting tools. These platforms offer real-time insights that allow PR teams to adjust campaigns on the fly, monitor shifts in public sentiment, and track audience engagement more effectively. As generative AI continues to evolve, leveraging these technologies will be critical for PR teams to stay ahead of trends and maintain a competitive edge.
To stay relevant in a rapidly changing media landscape, PR professionals must continue to evolve with data.
Matt Oakley is Global Head of Data & Analytics at Hotwire.