Information is on the core of decision-making for startups. It impacts what your services or products gives, what you spend your price range on, and can be an actual profit on the subject of successful media protection.
Whereas having a major quantity of knowledge is certainly an excellent begin, figuring out the way to use this information is the true profit. And though, as a CEO or founding father of a VC-backed startup, you could suppose each piece of knowledge you’ve collected is thrilling, sadly, not all journalists will agree.
Through the use of information to weave a story, you’re creating a bit of statistical storytelling. The sort of account is right for journalists, as the info and numbers clarify the significance and relevance of the article to their viewers.
However now, the difficult bit. How do you identify if the info you’ve collected is PR worthy?
Right here’s a STAT acronym that can assist you resolve. Let’s dive in.
S: Particular (to you)
So the primary query to ask is: Is the info 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,” on the subject of journalism; sadly, this isn’t the case.
Journalists are all the time vying for unique content material and wish to beat others to the submit to launch a narrative first. This implies they will’t be churning out previous data and information they might discover themselves; the info you present should be an unique perception.
T: Time-bound
Identical to most issues in PR, information can be time-sensitive. And whereas gathering any sort of information isn’t a fast course of, journalists are all the time in search of new and related data to catch their reader’s eye.
Meaning if it takes years to finish a examine, the info 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 critical 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 sources, work with a PR workforce to investigate quarterly or annual stories/opinions to find out if any information could possibly be an excellent match for journalists. This fashion, you’re information workforce isn’t required to do any extra work, as you possibly can extract invaluable insights from the accessible information—effectivity is vital.
A: Viewers
Subsequent, the second query it’s good to ask is: Who’s the meant viewers for this information? It’s true that this query could possibly be argued a thousand methods, however that is related as every publication {that a} journalist works for may have a special meant viewers.
Sharing area of interest information solely related to your business may entice some good consideration from particular publications. Nonetheless, information with a broader context will probably be extra enticing as journalists know it is going to entice a wider viewers. It’s easy maths, you see.
Whereas discovering exterior relevance to the info might sound sophisticated, communicate to your PR workforce about in search of a standard matter, 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, it’s good to be certain the info is definitely attainable. As in lots of VC-backed startups, you’ll typically have a mountain of knowledge accessible, however is that information comprehensible to a typical reader?
Whereas your information workforce could also be busy amassing, cleansing, and analyzing information, they’ll have to additionally work together with your communication workforce and PR specialists to supply digestible data that they will weave into an thrilling story for journalists to select up. This level hyperlinks to the opposite T within the acronym, as you want a broad viewers to know the info to get widespread protection.
And only a fast tip, though your analytics workforce might wish to impress with advanced code; this tactic doesn’t appear to work on journalists. Every time you’ve information you suppose is able to use, examine internally to see if different workforce members can simply decipher it; if sure, you’re able to go.
Wrapping up
By following this easy acronym, your VC-backed startup should not have any situation reworking your information for media protection that’s too good for a journalist to disregard. Let the statistical storytelling start!
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