Information is on the core of decision-making for startups. It impacts what your services or products affords, what you spend your finances on, and can be an actual profit in the case of profitable media protection.

Whereas having a big quantity of information is unquestionably a superb begin, realizing methods to use this knowledge is the actual profit. And though, as a CEO or founding father of a VC-backed startup, you might suppose every bit of information you’ve collected is thrilling, sadly, not all journalists will agree. 

By utilizing knowledge to weave a story, you’re creating a bit of statistical storytelling. One of these account is right 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 identify if the information 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 information particularly yours?

In case your knowledge group 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,” in the case of 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 This implies they will’t be churning out outdated data and knowledge they may discover themselves; the information you present should be an authentic perception.

T: Time-bound

Identical to most issues in PR, knowledge can be time-sensitive. And whereas gathering any form of knowledge 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 research, the information might have misplaced some relevance by the point it’s full. Take the Broadbalk Experiment, for instance. Whereas finding out optimum diet 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 sources, work with a PR group to research quarterly or annual stories/opinions to find out if any knowledge could possibly be a superb match for journalists. This fashion, you’re knowledge group isn’t required to do any extra work, as you may extract invaluable insights from the obtainable knowledge—effectivity is essential.  

A: Viewers 

Subsequent, the second query it’s essential to ask is: Who’s the supposed 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 special supposed viewers. 

Sharing area of interest knowledge solely related to your trade would possibly entice some good consideration from particular publications. Nonetheless, knowledge with a broader context shall be extra enticing as journalists know it would entice a wider viewers. It’s easy maths, you see.  

Whereas discovering exterior relevance to the information might sound sophisticated, communicate to your PR group about on the lookout for a standard subject, occasion, or firm to check 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, it’s essential to make sure that the information is definitely attainable. As in lots of VC-backed startups, you’ll typically have a mountain of information obtainable, however is that knowledge comprehensible to a typical reader? 

Whereas your knowledge group could also be busy accumulating, cleansing, and analyzing knowledge, they’ll have to additionally work along with your communication group 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 group might need to impress with advanced code; this tactic doesn’t appear to work on journalists. At any time when you may have knowledge you suppose is able to use, test internally to see if different group 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 knowledge for media protection that’s too good for a journalist to disregard. Let the statistical storytelling start!  
To find how skilled PR will help enhance your startup, comply with the hyperlink for a free PR and advertising and marketing evaluation.