This campaign ended up getting coverage

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In addition, taking a data-based approach is a repeatable model. While an organization could partake in some newsworthy event (charitable event, merger, company announcement) these stories are difficult to repeat month after month. However, there is a lot of untapped data out from which to create stories. This approach ensures that you can consistently generate newsworthy campaigns without relying on external, third-party events. Of course, data campaigns aren’t the only way to generate digital PR and there are many other completely valid methods.


However, we find using data tends to be the most consistent and reliable. Existing data australia phone number database campaign In an existing data campaign, you’ll want to identify some type of data source you can use to find interesting insights as the premise of your content you’ll be pitching to journalists. For example, here’s a campaign we created for “The Best US Cities for Baby Boomers”. We gathered data on median home prices, jobs per 100,000 people, and the percentage of population that’s part of the Baby Boomer generation.


from The New York Times, Yahoo!, and Reader’s Digest: Graphic showing the 10 best U.S. cities for baby boomers. There are many instances of public data sources out there that are at your disposal. Want to do a piece of content on the best city to start a career in finance? Use data from LinkedIn Salary to find average salaries within each city. Creating a piece of content around Harry Potter houses? Use Google Trends to find what the most popular house is in every state.