How data comes to life
Posted: Sun Apr 20, 2025 6:37 am
We combine analytical precision with creative storytelling expertise. Experts in data analysis, content creation, and PR work hand in hand to develop compelling stories from complex data sets that engage target audiences and convince the media. The key is putting the available data into perspective and thus creating an engaging story.
Practical tips for successful data PR
Use your own data sources strategically
One of the most effective strategies for data PR is leveraging internal data saudi arabia phone number data or self-collected market research results. Companies often possess valuable data that—when properly prepared—can be of great interest to journalists and the public.
The TOMTOM Traffic Index as a prime example
A great example of the successful use of internal data is the TOMTOM Traffic Index. The navigation specialist annually evaluates its extensive traffic data and compiles a global traffic report. This analysis shows which cities around the world have the densest traffic, where commuters spend the most time in traffic jams, and how the traffic situation has changed compared to previous years.
Fig. 1: TomTom Traffic Index, ranking 2024
The success of this data PR campaign is impressive: The TOMTOM Traffic Index goes viral every year and is cited in countless international media outlets. Through this regular publication, TOMTOM has positioned itself as an authority in traffic analysis and consistently receives high-quality media mentions and backlinks.
Claneos State of Search Study: Success on a Smaller Scale
Even on a smaller scale, the strategic use of your own data can achieve considerable success. At Claneo, we demonstrated this with our "State of Search Study 2024." What was originally intended as market research for internal purposes developed into a valuable asset for our PR work.
For the study, we conducted a representative survey of 1,000 people about their digital search behavior. We compiled the findings into a comprehensive report that not only provides valuable insights into the industry but also highlights our expertise.
Success was not long in coming: Renowned trade publications such as T3N and W&V picked up on our study results, cited our findings, and linked to our website. This not only increased visibility and reach but also strengthened our position as a thought leader in digital marketing and SEO.
Tips for successfully implementing your own data PR
Identify your data treasures: Analyze what internal data your company has that might be of interest to the public. Research into customer behavior, industry trends, or usage statistics can provide a good starting point.
Regularity builds authority: Consider publishing your data analyses regularly, like Tomtom. The media will then eagerly await annual or semi-annual reports and pick them up more easily.
Visuals: Invest in compelling visualizations of your data. Infographics, interactive dashboards, or maps make complex data easier to understand and increase the likelihood that media will share your content.
Data storytelling: Tell a story with your data. Pure numbers are rarely interesting—but the insights and trends they reveal are.
Targeted media outreach: Identify journalists and media outlets covering similar topics and provide them with your data.
Create local relevance: Break your data down to regional or local levels. Local media outlets are particularly keen to cover stories related to their region.
The strategic use of your own data for PR purposes offers a twofold advantage: It maximizes the value of existing resources while simultaneously positioning your company as an industry expert. Originality and credibility are crucial for corporate communications – your own data sources can be the key to successful media coverage and valuable backlinks.
Practical tips for successful data PR
Use your own data sources strategically
One of the most effective strategies for data PR is leveraging internal data saudi arabia phone number data or self-collected market research results. Companies often possess valuable data that—when properly prepared—can be of great interest to journalists and the public.
The TOMTOM Traffic Index as a prime example
A great example of the successful use of internal data is the TOMTOM Traffic Index. The navigation specialist annually evaluates its extensive traffic data and compiles a global traffic report. This analysis shows which cities around the world have the densest traffic, where commuters spend the most time in traffic jams, and how the traffic situation has changed compared to previous years.
Fig. 1: TomTom Traffic Index, ranking 2024
The success of this data PR campaign is impressive: The TOMTOM Traffic Index goes viral every year and is cited in countless international media outlets. Through this regular publication, TOMTOM has positioned itself as an authority in traffic analysis and consistently receives high-quality media mentions and backlinks.
Claneos State of Search Study: Success on a Smaller Scale
Even on a smaller scale, the strategic use of your own data can achieve considerable success. At Claneo, we demonstrated this with our "State of Search Study 2024." What was originally intended as market research for internal purposes developed into a valuable asset for our PR work.
For the study, we conducted a representative survey of 1,000 people about their digital search behavior. We compiled the findings into a comprehensive report that not only provides valuable insights into the industry but also highlights our expertise.
Success was not long in coming: Renowned trade publications such as T3N and W&V picked up on our study results, cited our findings, and linked to our website. This not only increased visibility and reach but also strengthened our position as a thought leader in digital marketing and SEO.
Tips for successfully implementing your own data PR
Identify your data treasures: Analyze what internal data your company has that might be of interest to the public. Research into customer behavior, industry trends, or usage statistics can provide a good starting point.
Regularity builds authority: Consider publishing your data analyses regularly, like Tomtom. The media will then eagerly await annual or semi-annual reports and pick them up more easily.
Visuals: Invest in compelling visualizations of your data. Infographics, interactive dashboards, or maps make complex data easier to understand and increase the likelihood that media will share your content.
Data storytelling: Tell a story with your data. Pure numbers are rarely interesting—but the insights and trends they reveal are.
Targeted media outreach: Identify journalists and media outlets covering similar topics and provide them with your data.
Create local relevance: Break your data down to regional or local levels. Local media outlets are particularly keen to cover stories related to their region.
The strategic use of your own data for PR purposes offers a twofold advantage: It maximizes the value of existing resources while simultaneously positioning your company as an industry expert. Originality and credibility are crucial for corporate communications – your own data sources can be the key to successful media coverage and valuable backlinks.