A Data-Driven Future Depends on Good Storytelling

By Alex Siracusa, Director at PRLab

The field of marketing communications is evolving quickly, and the notion of data as king likely won’t be too far from a reality in the coming years. Clients are becoming more concerned with measuring the success of campaigns, so agencies must be very diligent in making informed decisions. Unfortunately, managing spreadsheets full of data can be a major turnoff for PR pros, and in particular for creatives who would rather be writing copy than running statistics. PR, after all, is storytelling at its most fundamental level. But fret not, content connoisseurs! While the landscape is indeed changing, the fundamentals of creative marketing are still as important as ever.

Here are a few reasons why the symbiosis between data and creativity is crucial:

Numbers can tell a story.

One of the most prevalent misconceptions about utilizing data for up and coming PR professionals is that research and creative storytelling are diametrically opposing ideas. This could not be further from the truth – data would be nearly valueless without a means of application. Data collection is used for learning the ins and outs of your target audience, the results of which translate into highly tailored approach to marketing and communications.

Reporting data requires strong storytelling skills.

Although interpreting data might not be the most glamorous activity, it is incredibly important. Being able to structure a narrative using numbers is crucial to helping your client understand industry and consumer trends, and how your client’s services can situate themselves advantageously within those trends. Data reports create consensus around business objectives, provide insights on how to achieve them, and help judge to what degree those objectives can be measured as successful.

Data is multi-functional.

Good data is priceless because it is can serve many purposes and is often reusable. Data can be synonymous with credibility, especially in the eyes of consumers – presenting data in the right way through content creation can help influence consumers to give your client business. Data can be particularly useful in producing infographics, recruitment emails, pamphlets, and pitch material, testimonials, etc.

Analytics keep content creation current and relevant.

Predictive analytics help PR pros gauge a number of things, from the evolution of trends on social platforms to the trajectory of a conversation on those platforms using data models compiled from similar scenarios. This data allows content creators to get ahead of technology and conversations, and to predict how they might evolve over time. Data like this can be especially useful in developing new media strategies to alleviate crisis scenarios.

Now is as good a time as ever to be a content creator. Advances in research and analytics have made opportunities for creative content development as prevalent as ever.