Why Data Should Be Your Next PR Power Play

In PR, timing is everything. But what do you do when your company is in a “quiet period”—no launches, no major partnerships, and no breaking announcements on the horizon? That’s where data comes in.

At BAM, we often recommend data-driven storytelling as a way to break through the noise and position companies as thought leaders. Reporters are constantly on the hunt for credible, compelling insights that they can’t get anywhere else. If you can deliver that to them, packaged and ready, you’re earning coverage while building trust and authority.

Where the Best PR Data Comes From

Data can come from a few different places, and the right choice depends on what your company has access to:

• Proprietary product data: Analytics pulled directly from your platform that reveal how customers are using your product, or broader industry trends your data can illuminate.
• Surveys: Commission a survey of 500–1,000 respondents (a common threshold for credibility) using tools like Harris Poll or SurveyMonkey. This is a great way to capture sentiment around timely issues in your industry.
• Trend validation: Your PR team can identify an emerging narrative and partner with your data team to confirm it with hard numbers.

The key is credibility. A dataset riddled with holes or based on too few respondents will be dismissed by reporters. When done right, data becomes one of the strongest levers for media coverage.

Packaging Data Reporters Can Use

Even the best dataset won’t go far if it’s not easy for a reporter to visualize their story. That’s why we recommend creating a media-ready asset that does three things:

This asset can take the form of a blog post, a press release, or even an infographic with narrative text. The goal is to serve the story up on a platter so a reporter can picture their headline the moment they see it. 

Don’t Skip the Pre-Work

Once your asset is ready, your PR team should build a strategy for controlled distribution. That usually means:

• Deciding whether to pitch the story as an exclusive or as a broader outreach effort.
• Offering the data under embargo to give reporters time to interview your team and write their stories.
• Making sure reporters have the complete package in advance, not scrambling after your data is already public.

This pre-work ensures your data lands in the hands of the right journalists and results in meaningful coverage.

Why Data Works

Data-driven PR works because it does more than earn headlines; it positions your company as an authority in your space. It shows you’re tuned into industry shifts and actively helping reporters understand what those shifts mean.

When your company is quiet, or even when it’s not, data can be the power play that keeps you visible, credible, and top-of-mind.