Charlie Martin, Senior Communications Consultant
Not my words but those of Tara Evans, Head of Consumer at The Sun, during a recent webinar on the Future of Media Relations hosted by the Chartered Institute of Public Relations and Cision UK.
At Hard Numbers, we don’t subscribe to the notion that research is obsolete. In fact, we recently secured significant coverage in the Evening Standard and Daily Mail using a data-driven approach . But Tara’s words do resonate. It’s clear that research-led PR has reached a saturation point, with too many campaigns relying on data as their default tactic without adding unique value or context.
So, does this mean we should throw research out the window? Absolutely not. But it does mean we need to approach data with more creativity and strategy to ensure it captures the attention of journalists and readers alike. Here are some key considerations that can help ensure your research-driven stories don’t sink without a trace.
In today’s media landscape, journalists are inundated with consumer research stories, many of which are repetitive and lack distinctiveness. To cut through the noise, your data needs to offer something fresh and original. This could mean leveraging proprietary data, filing Freedom of Information (FOI) requests, or conducting your own in-depth analysis of credible sources like the Office for National Statistics (ONS).
Proprietary data, in particular, can be a goldmine. If your company has access to unique datasets that no one else does, you’re already ahead of the game. FOI requests can also uncover hidden insights, especially when targeting niche or underreported topics. Meanwhile, analysing reputable sources in new ways can provide unexpected angles that resonate with both journalists and their audiences.
Even the most compelling data can fall flat if it isn’t timely. The question you should always ask yourself is: "Why now?" Tying your research to current events, trends, or seasonal topics significantly increases its chances of gaining media traction.
Some of the most successful research stories I’ve worked on have been intricately linked to the news agenda. For instance, releasing a study on consumer spending habits right before the holiday shopping season, or unveiling new insights into remote work trends as companies announce return to office mandates, makes your story relevant and urgent. Journalists need to justify why they’re covering a story today, not next week and your research should provide that justification.
It’s one thing to pull together a few statistics and craft a punchy headline, but it’s another to build a robust, insightful story that can withstand scrutiny. Journalists are increasingly wary of flimsy data and will often dig deeper to verify the credibility of your findings.
To create a valuable asset, ensure your data is comprehensive and well-researched. Provide clear context for your findings and avoid cherry-picking stats that might seem sensational but lack substance. Visual aids like infographics, charts, and interactive tools can also enhance your story, making it more engaging and easier to digest for both journalists and readers.
Moreover, consider offering exclusive insights or expert commentary alongside your data. This not only adds depth to your story but also positions your brand as a thought leader in the field.
While it’s true that the PR landscape is shifting and research stories face more competition than ever, this doesn’t mean data-driven PR is obsolete. Instead, it’s about striking the right balance and being more strategic in how we use data.
By ensuring your data is unique, timely, and valuable, you can elevate your research-driven stories above the noise and secure meaningful media coverage. At Hard Numbers, we’ve seen firsthand how a thoughtful approach to data can lead to impressive results—even in an oversaturated market.
Are you looking for a fresh comms approach in 2025? Learn more about how Hard Numbers can help here.
