Turning Data into Headlines: How Research Gives PR its Edge
By Jennie Sheldon, Associate Director
Journalists love data. Faced with hundreds of pitches each day - of which only a few ever make it into print - a story needs something extra to stand out. One of the best ways to give it that edge is evidence. That’s where research comes in. Data doesn’t just strengthen a narrative; it adds the credibility and originality editors are looking for when deciding which stories deserve attention.
Data matters
Journalists and PRs alike often turn to trusted sources such as Gartner, PwC, Kantar, or eMarketer for the facts that strengthen their stories. But, while these firms provide valuable benchmarks, they don’t always offer the fresh, specific insights that come from brand-led research.
That’s where having your own data makes the difference. By commissioning or generating original insights, you give journalists something fresh to work with and, at the same time, position your brand as an expert worth listening to.
Owning the narrative with insights
Many organisations have access to data that can tell powerful stories. If you’re working with clients across multiple verticals, anonymised and aggregated insights from campaigns can reveal valuable trends. For instance, shifts in customer behaviour, adoption rates of new technologies, or the measurable impact of certain strategies.
These insights don’t just add weight to your PR output; they move you beyond commentary and into thought leadership. When you can say “we know” rather than just “we think,” your voice carries far greater authority.
Commissioning fresh research
Of course, not every brand has a bank of proprietary data to draw on. That’s where commissioning external research comes in. Partnering with a research agency allows you to design surveys or studies that uncover insights aligned to your target audience’s most pressing challenges - whether that be attitudes towards AI, regulatory hurdles, or the future of revenue diversification.
Well-designed research can be targeted by geography, industry, or job role, making the results highly relevant and immediately useful for PR and marketing. The findings don’t just inform stories; they create them.
From statistics to storytelling
The real power of research lies in how it’s used. A data-led press release can grab headlines, while a deeper report can fuel thought leadership articles, speaker opportunities, or industry roundtables. For example, research into how marketers are using AI or how publishers are handling consent creates opportunities to highlight both challenges and solutions shaping the industry.
In this way, research doesn’t just provide numbers, it sparks conversation and the opportunity for debate.
A long-term asset
Crucially, research isn’t just a one-off campaign tool. A strong study can feed into multiple marketing and sales activities, from social content to sales decks. Repeat it annually, and it becomes an industry benchmark that stakeholders come to expect and respect. Over time, that builds lasting authority and trust.
The takeaway
In a landscape crowded with competing messages, data delivers the proof points that elevate your message. It equips journalists with what they need, gives your audience confidence, and positions your brand as an expert in your field.
Whether it’s mined from your own client base or commissioned externally, research is one of the smartest investments a business can make. It’s not just a way to fuel PR campaigns - it’s a foundation for influence, authority, and long-term growth.