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Startups: How to Use Your Data for Press Relations

by Taeyin Park

The press is a relevant acquisition channel for startups, especially when you don’t have a public budget. A good press campaign allows you to reach more customers and make your brand known.  

To make the press an acquisition channel, you will have to improve your customer reachability. In short, you will need dozens of articles on the largest news sites to get a significant amount of new users or customers. And what better way to arouse the interest of journalists than exclusive data. You may not suspect it, but your startup is a treasure trove of information. By skillfully using your data, you can get dozens or even hundreds of press articles. 

Press relations, which data to use 

A startup captures a lot of data. And we are not here talking about the personal data of its customers, but rather about quantitative and qualitative data from its production and marketing processes, as well as its environment.  

By looking at all the data that circulates in and around your startup, you will make fascinating discoveries: a behavioral change in your customers, an unsuspected practice of competition, or a profound transformation of your market. In reality, there’s enough relevant data to arouse the interest of journalists.  

How to use your data for press relations?  

First of all, you will have to draw up a list of the data produced and captured by your startup.  

Take the example of rental sites between individuals, such as the American Airbnb. These platforms are real data mines:  

  • Data related to their customers: typology of tenants, average basket, etc.  
  • Data related to their suppliers: typology of renters, average income, etc. 
  • Market/competitive data: market share vs hotels, % of hotels on their platform, etc. 
  • Ecosystem data: number of jobs created by renting between individuals (janitorial services, management apps, etc.), changes in legislation, etc. 

By analyzing or cross-referencing this data, you will be able to make surprising discoveries. Proprietary information will likely be widely used by the media. Thanks to data analysis, you will be able to give a boost to your activity (impressions on your website, new users or customers, sales, etc.), thus making your startup known and allowing it to thrive. 

When to use your startup’s data?  

“My startup is still in its infancy. Can I still get into data analysis?” YES.  

And this is because of 3 reasons:  

  • You can be confronted with proprietary data specific to your business even before your startup is launched.  
  • It is possible to compile and analyze public data related to the start-up’s market or activity and cross-reference them to create content relevant to the press. 
  • Finally, you can take a humorous approach by publishing false data.  

Example: this is the case of the startup Pictever (mobile app allowing users to send scheduled messages in the future) which for its launch in 2015 had released an infographic parody where it analyzed the behavior of users on Facebook, Snapchat, and on Pictever. This allowed the start-up to be relayed on Konbini, the media of reference among the under 20s. 

Recap – 3 key points:  

– Make a list of data from your business and market  

– Analyze, compile and cross-reference  

– Create a story that will interest the media  

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