Replace gut feeling with facts

For us PR experts, replacing gut feeling with facts is like ‘putting your money where your mouth is’. It’s not just us who think that’s really good, but also many journalists out there. More and more editorial offices are currently pooling their research expertise in data journalism teams that reinforce their colleagues’ theses and topics with the necessary facts.

Data often gives us an important edge in the daily topic pitch. Our colleague Dr Torben Kneisler offers three quick tips on how to go about this correctly.

1st topic relevance
🚨 Data does not make a boring topic relevant per se. So do a quick self-critical relevance check and think outside the box of your own messages: Does data-based reporting open up an opportunity for my audience? Or does it perhaps even protect them from danger?

2nd illustration
📈 Data is crying out to be presented in a visually attractive way. Is there a recognisable upward trend? Is there a ranking? Should a hierarchy be displayed? AI image creation can now also produce great infographics. And if not, creative colleagues or freelance graphic designers are also happy to help.

3rd headline
📰 Data is great. But only if it can be put into context quickly and clearly. So invest time and effort in a headline that can be pitched quickly and does just that.

If these three basic rules are taken to heart, then PR will also work, as shown here in a recent study for our client MHC Mobility Deutschland Mobility.