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 relating to profitable media protection.
Whereas having a major quantity of knowledge is certainly a very good begin, figuring out use this knowledge is the actual profit. And though, as a CEO or founding father of a VC-backed startup, you might suppose each piece of knowledge you’ve collected is thrilling, sadly, not all journalists will agree.
Through the use of knowledge to weave a story, you’re creating a bit of statistical storytelling. The sort of account is good for journalists, as the info and numbers clarify the significance and relevance of the article to their viewers.
However now, the tough bit. How do you establish if the info you’ve collected is PR worthy?
Right here’s a STAT acronym that can assist you determine. Let’s dive in.
S: Particular (to you)
So the primary query to ask is: Is the info particularly yours?
In case your knowledge staff has used info 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,” relating to journalism; sadly, this isn’t the case.
Journalists are all the time 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 previous info and knowledge they may discover themselves; the info you present have to be an authentic perception.
T: Time-bound
Identical to most issues in PR, knowledge can also be time-sensitive. And whereas gathering any sort of knowledge isn’t a fast course of, journalists are all the time on the lookout for new and related info to catch their reader’s eye.
Meaning if it takes years to finish a research, the info might have misplaced some relevance by the point it’s full. Take the Broadbalk Experiment, for instance. Whereas finding out optimum vitamin necessities for fertilizers is important to work, the record-breaking size of the research (178 years) now overshadows the research’s findings.
To make sure you’re not losing time and assets, work with a PR staff to investigate quarterly or annual reviews/evaluations to find out if any knowledge could possibly be a very good match for journalists. This manner, you’re knowledge staff isn’t required to do any extra work, as you’ll be able to extract invaluable insights from the obtainable knowledge—effectivity is vital.
A: Viewers
Subsequent, the second query you should ask is: Who’s the meant viewers for this knowledge? 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 could have a distinct meant viewers.
Sharing area of interest knowledge solely related to your business may entice some good consideration from particular publications. Nevertheless, knowledge with a broader context can be extra enticing as journalists know it can entice a wider viewers. It’s easy maths, you see.
Whereas discovering exterior relevance to the info might sound difficult, converse to your PR staff about on the lookout for a typical matter, occasion, or firm to match your knowledge. Subsequently, 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 should be sure the info is definitely attainable. As in lots of VC-backed startups, you’ll usually have a mountain of knowledge obtainable, however is that knowledge comprehensible to a typical reader?
Whereas your knowledge staff could also be busy amassing, cleansing, and analyzing knowledge, they’ll must additionally work along with your communication staff and PR specialists to offer digestible info 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 grasp the info to get widespread protection.
And only a fast tip, though your analytics staff might need to impress with advanced code; this tactic doesn’t appear to work on journalists. Each time you have got knowledge you suppose is able to use, examine internally to see if different staff members can simply decipher it; if sure, you’re able to go.
Wrapping up
By following this easy acronym, your VC-backed startup shouldn’t have any difficulty reworking your knowledge for media protection that’s too good for a journalist to disregard. Let the statistical storytelling start!
To find how skilled PR may also help increase your startup, observe the hyperlink for a free PR and advertising evaluation.
