Think words are the only way to tell a story? Think again. Data can be a useful tool to drive a narrative and help your story cut through the noise, says Emma Eversham.
In marketing and PR, words are our bread and butter. We use them to tell our stories and as a means to inform; to promote an idea or opinion and to compel, cajole and convince those we’re broadcasting those stories to.
But what if I told you that numbers can also be part of the narrative?
Of course, figures on their own don’t tell us anything, but when used alongside words, data can make our messages more compelling, more convincing and ultimately (because isn’t this what we’re doing it for?) more likely to gain coverage.
Let’s take this fictitious example featuring survey results to demonstrate. Which one is more compelling?
- Number One event venue is planning on expanding its meetings space, because many of its clients say its current offering is too small for their needs.
- The venue is also looking at introducing hotel rooms and a luxury spa, after noting increased enquiries for accommodation and leisure facilities.
- Number One event venue is extending its meetings space because 75% of event planners said current offerings were not big enough for its needs.
The venue also plans to build a hotel and luxury spa in its grounds after the survey of 1,000 event planners found that 67% of event planners want on-site accommodation and 54% seek leisure facilities for delegates.
If you chose number 2 you’ve already grasped the concept. If you chose number 1 perhaps you need more persuasion. Today, we are awash with opinions, and they are not always informed ones, so if you want to cut through the noise and be seen as a credible source of information, statistics can help you catch the eye of journalists and their audiences.
Commissioning research to gauge opinion or gain an insight into behaviours with a target market provides you with tangible, credible results and, depending on the questions asked, findings may also unearth some interesting insights you hadn’t considered, providing multiple angles for stories.
Data isn’t restricted to survey results. Stories may be lurking in your financial results, or in your monthly booking rates. Have your profits risen during a challenging year? Use your figures as the hook for your story of success. Has your booking data revealed an unusual spike, or that business guests are staying longer? This could be the evidence to back up the reason for your latest promotion, or to highlight a trend for bleisure travel.
Whatever data you decide to use in your story, it will require explanation and context to be considered for publication. Numbers need words to be brought to life and the storyteller must be able to explain why this story matters.
Understanding the market you are trying to sell your data-led story to is essential to gain traction. Working with marketing and PR professionals with experience in your target market will help you with this. Those in the know can also suggest angles that would work and highlight the trends to support with that delicious data. Just show us the numbers and we’ll do the rest.
