PLAYBOOK: USING DATA-DRIVEN INSIGHTS TO PLAN & EXECUTE PR CAMPAIGNS

When it comes to how our stakeholders seek and share information, we live in a noisy and multilateral world. And, with widespread content shock, campaigns have little chance of rising above the din unless they are wildly compelling and targeted.

That’s why every communications program must be built on three pillars: informed by data, crafted with passion, distributed with precision.

Communications and PR campaigns must begin with deep human insights.

This eBook explores how to use data to build relevant narratives; create activations that excite; find the most important channels in which to place and amplify them; and to ensure content is found by the people who matter most.

Read on for data types and sources, and real-world use cases, for the four primary insights categories we believe should be considered.