Data, data everywhere – but what is it useful for when it comes to comms?

We live in a world where we are creating more and more data every single year. At last count in 2024, the volume of data created, captured, copied, and consumed reached 147 zettabytes.

To give that figure a little context, that would be like storing every piece of data created in that single year over 31 trillion DVDs.

In our working lives, we are also consumed by data – from sales figures to social media engagements, numbers are everything and are a measure of success or failure.

But from a comms perspective, many organisations hesitate when it comes to data. But here is the secret – they could be the difference between a piece of comms content landing or not.

Here’s why.

Data tells a story; one of growth, innovation and discovery.

Audiences – be they those reading the media or your website – are thirsty to learn from the experience of others and data can bring to life that story to help them. Many have come to expect to see data from organisations nowadays. It is like a currency to prove your organisation’s lived experience.

Plus, there is a way to tell that story without giving away all the commercial secret sauce.

Equally, if you are creating a news story that announces an acquisition, the first question from a journalist will be what the size of the deal is.

So, when it comes to the use of data in a comms context – be it in long-form articles, award entries, or press releases – here are our top five considerations for businesses:

1. Use of financial data – This form of data can cause the most hesitation by companies, particularly in press releases. Without it though, external audiences (the media in particular) will likely pass you over to feature or look at another story that DID include figures – even if it was a smaller deal to yours. If there is discomfort in confirming your £2.4m deal, it is possible to anonymise the data by stating if it was a five, six, or seven-figure deal (though the more exact the better).

   
   

2. Owned or bought data – Similar to the above, many organisations might not be comfortable sharing their own data. In this case, we suggest commissioning research to tell your story. Working with a third-party research house or conducting thorough research yourself (if you have the capabilities), you can gather data to elevate the profile of what you are doing to be used across owned and earned platforms. If you are planning on making something out of this with the media, be mindful of your sample size.

   
   

3. Getting to the meat of the ROI – Want to know the best way to prove that what you are doing is working? Gather customer ROI. This is a brilliant way to bring to life numerically how what you are doing is working. This can be brilliant in press releases, long-form content, or award submissions. I once worked with an organisation that hadn’t considered the impact of this. But after learning that there was a seven-figure return to their customer resulted in widespread media coverage and a proof point this also benefitted business development.

   
   

4. Data timeliness and strength – When it comes to award entries, the timing of the data is important. With strict parameters for projects or work to have been completed. Despite the huge value that winning awards brings, sometimes it is important to consider if the data you have available is at its strongest, or if there is something in the company pipeline that might reinforce your case and create a more compelling submission. By knowing what data that you have to hand and taking a critical look at it, you can build something better and more impactful.

   
   

5. Reinforce your case with industry reports – We are fortunate to live and work in a sector that continues to publish new reports into every nuance of its operations. From McKinsey & Co. to Gartner, this also typically brings a range of insights that are continually updated which discuss feelings in the sector, innovation, and the growth and evolution of aspects of the ecosystem. Whatever their focus, they bring gravitas and grounding to points you wish to make in your content. Lean into their use as they can be another route to add colour to the story you are telling.

Ultimately, the 'secret' to impactful communications in today's world isn't much of a secret: it's data. It’s the substance that transforms claims into proof, anecdotes into evidence, and simple announcements into compelling stories.

Whether through bold financial disclosures, insightful research, or powerful customer success metrics, integrating data strategically isn't just a 'nice-to-have' – it's fundamental. Don't let your stories get lost in the noise; anchor them with data, and watch your communications deliver real, measurable impact.

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If you have any questions or would like to explore what data works in comms and how to bring this to life, drop us a line at hello@brassneckhq.com.