Knowledge is on the core of decision-making for startups. It impacts what your services or products gives, what you spend your finances on, and will also be an actual profit with regards to successful media protection.
Whereas having a big quantity of information is unquestionably a superb begin, understanding tips on how to use this information is the true profit. And though, as a CEO or founding father of a VC-backed startup, it’s possible you’ll suppose every bit of information you’ve collected is thrilling, sadly, not all journalists will agree.
By utilizing information to weave a story, you’re creating a bit of statistical storytelling. The sort of account is good for journalists, as the information and numbers clarify the significance and relevance of the article to their viewers.
However now, the difficult bit. How do you establish if the information you’ve collected is PR worthy?
Right here’s a STAT acronym that will help you resolve. Let’s dive in.
S: Particular (to you)
So the primary query to ask is: Is the information particularly yours?
In case your information workforce has used data from exterior sources or third events, ask your self, why ought to a journalist? Though Picasso did say, ”good artists copy, (however) nice artists steal,” with regards to journalism; sadly, this isn’t the case.
Journalists are at all times vying for unique content material and need to beat others to the publish to launch a narrative first. This implies they will’t be churning out outdated data and information they may discover themselves; the information you present should be an authentic perception.
T: Time-bound
Identical to most issues in PR, information can also be time-sensitive. And whereas gathering any form of information isn’t a fast course of, journalists are at all times on the lookout for new and related data to catch their reader’s eye.
Which means if it takes years to finish a examine, the information might have misplaced some relevance by the point it’s full. Take the Broadbalk Experiment, for instance. Whereas learning optimum diet necessities for fertilizers is important to work, the record-breaking size of the examine (178 years) now overshadows the examine’s findings.
To make sure you’re not losing time and assets, work with a PR workforce to research quarterly or annual experiences/critiques to find out if any information may very well be a superb match for journalists. This manner, you’re information workforce isn’t required to do any extra work, as you’ll be able to extract priceless insights from the accessible information—effectivity is vital.
A: Viewers
Subsequent, the second query you want to ask is: Who’s the supposed viewers for this information? It’s true that this query may very well be argued a thousand methods, however that is related as every publication {that a} journalist works for can have a special supposed viewers.
Sharing area of interest information solely related to your trade would possibly appeal to some good consideration from particular publications. Nonetheless, information with a broader context will probably be extra engaging as journalists know it’ll appeal to a wider viewers. It’s easy maths, you see.
Whereas discovering exterior relevance to the information might sound difficult, converse to your PR workforce about on the lookout for a typical subject, occasion, or firm to check your information. Due to this fact, even when it’s area of interest, you’ll make it extra related and tempting to journalists.
T: There (to make use of)
Lastly, you want to make sure that the information is definitely attainable. As in lots of VC-backed startups, you’ll typically have a mountain of information accessible, however is that information comprehensible to a typical reader?
Whereas your information workforce could also be busy accumulating, cleansing, and analyzing information, they’ll have to additionally work along with your communication workforce and PR specialists to supply digestible data that they will weave into an thrilling story for journalists to choose up. This level hyperlinks to the opposite T within the acronym, as you want a broad viewers to know the information to get widespread protection.
And only a fast tip, though your analytics workforce might need to impress with advanced code; this tactic doesn’t appear to work on journalists. Each time you’ve gotten information you suppose is able to use, verify internally to see if different workforce members can simply decipher it; if sure, you’re able to go.
Wrapping up
By following this straightforward acronym, your VC-backed startup shouldn’t have any subject reworking your information for media protection that’s too good for a journalist to disregard. Let the statistical storytelling start!
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