All PR pros know that journalists' inboxes are flooded with pitches. What makes a pitch stand out isn’t just a good idea, it's proof. That’s where data comes in. Numbers provide credibility, surface insights, and give reporters evidence their audiences can trust. At BAM, we’ve seen how a smart data strategy can turn a startup’s story into a headline. The formula? Focusing on three Ts: Trend, Timing, and Takeaway.
Trend
Not all data is created equal. Journalists aren’t interested in vanity metrics like daily app downloads or the number of social media followers you’ve gained. Instead, think about data that reveals:
- Industry trends: Are you seeing a spike in user behavior that reflects a larger market shift?
- Consumer insights: Do you have proprietary data that shows how real people are navigating everyday challenges?
- Timely relevance: Can your data help explain or add context to what’s happening in the news cycle right now?
The best media stories are those that help understand why something matters. If your data answers that question, you’ve got a strong starting point!
Timing
Journalists are always looking for fresh perspectives on what’s happening right now. That means timing your data release to sync with conversations already making headlines.
For example:
- A fintech startup could analyze transaction trends during the holidays.
- A climate tech company might share insights ahead of a global summit.
- A workplace platform could release data as return-to-office debates dominate the news.
When your data connects directly to ongoing conversations, you make it easy for reporters to feature your insights, and position your brand as an expert source.
Takeaway
Reporters don’t want rows of numbers. They want to know what those numbers mean. Your job is to surface the key takeaways and frame them in a way that matters to people’s lives, businesses, or the economy. This includes:
- Highlighting the most surprising or counterintuitive insight.
- Adding human context that explains why it matters.
- Pairing the data with an expert voice to make the story resonate.
Think of your data as the skeleton, and your narrative as the muscle. Together, they form a story worth telling.
BAM Case Study: Kin
BAM client Kin recently landed a Newsweek feature by releasing proprietary survey data showing that more than half of U.S. homeowners would consider moving due to extreme weather risk, especially in Florida and California.
Why it worked:
- Trend: Revealed consumer attitudes around climate risk that weren’t readily available
- Timing: Aligned with national conversations on climate change and the home insurance crisis.
- Takeaway: Showed potential shifts in two of the country’s largest housing markets, with CEO Sean Harper providing context.
The result? A data-driven story that was both newsworthy and widely shared.
Turn Data Into Stories
Data alone doesn’t capture attention, but paired with the three Ts, it becomes one of the most powerful tools in your PR toolkit.
At BAM, we help clients uncover the stories hiding in their data and transform them into media moments that resonate. If you have proprietary data but don’t know how to turn it into a story, let’s talk.
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