Using hard data in the Storytelling of our PR campaigns does not mean illustrating them with hundreds of charts and numbers out of context or narrative. While numbers enrich the editorial content and give it more relevance, we must know how to use them and introduce them to our audiences.
We must keep in mind that data is useful as support for any narrative, but if there is no story, they will just become irrelevant figures. The biggest challenge for brands, content generators and media is to distinguish relevant data that sets a significant trend from all the information available.
Where we can can get valuable data?
Most Brands or Businesses want to become a reference within their industry, and in order to do so it is important to produce, collect and analize data that highlights a trend, a change in the sector, or reflects the behavior and interests of users and consumers. What kind of data? And where to get it? Are the main questions when it comes to building a hard data storytelling strategy.
Surveys, common costumers's enqueries and behavior data from an app or web platform... are all valuable information that can take relevance through storytelling.
Having a context
To be relevant, data must have context and be relevant. Annual trends, Holidays, summer breaks, national events are an excellent starting point to communicate your data within the storytelling. Only within a context can figures become relevant information.