Setting up the press office and communicating daily with the media are key agency services.
Our Сhief Growth Officer, Viktoriia Chernova, has helped more than one large company build work with mass media and generate newsbreaks for corporate communications because businesses often face a lack of regular news, at least in the classical sense.
This is logical; not every day does a company attract investments, change management, or launch new large-scale projects that affect the industry.
For all professionals facing this problem, Viktoriia shared three ways to use internal company data to activate communications and get inspired. The text was prepared for our monitoring partner’s blog, LOOQME. Цe share the most interesting from it.
Planning seasonal or situational campaigns
Analytics about the services or goods that Ukrainians choose in different seasons or in connection with events in the country will allow you to plan PR activities that meet the interests of the audience and interest journalists. We are talking here about deeper interaction with users than the obvious trends in buying behaviour in the summer or during blackout periods and the selection of relevant communication channels.
Generation of the news breaks for media
Access to data that can demonstrate changes in the buying behaviour of Ukrainians over time allows you to create unique materials that will interest the media and emphasize the company’s expertise. It is precious if you can analyze the numbers in addition – by how much percent has the cost of living in the capital increased since 2023, how many times have Ukrainians started to read more, how has the demand for apartments on a high floor changed during blackouts, etc. The main principles that you should be guided by when working with this format:
- Fact-checking: the information must be verified, logical, and supported by your data. Clickbait and manipulative headlines may give you instant results and traffic, but they will damage your expert reputation and credibility.
- Added value: Use the opportunity to show the company’s expertise, compare the data, and try to make a forecast based on it.
- Openness: Be prepared to share information with the media if a journalist is doing market research for an article or to answer detailed questions about how exactly you analyzed the data.
Inspiration for pitches
The company’s internal data can become an invaluable source of inspiration for creating new materials and arguments in correspondence with journalists, why your text is worth paying attention to. For example, if you often receive questions about a particular product, this could be why you develop a series of educational articles. Media writing for the same target audience will consider that your idea to tell more about the product is supported by data about interest in it. It is important to do your “homework” well and select a pool of media that are interested in your topic.
Data collection and analysis are important components of building and configuring business processes, but the potential of this information should not be neglected. Internal data can help strengthen the brand’s PR strategy, better interact with journalists, and plan seasonal activities.
This will allow you to create info drives instead of waiting for them, work with your expert reputation, and communicate regularly with the media.
At the same time, Viktoriia urges to remember the protection of commercial secrets, the verification of information, and its quality processing to create additional value for mass media readers.
