Study: PR Professionals Struggle with Data Literacy, Impeding Communication of Value to Tech C-Suite

Working primarily in the technology space for the past 14 years, I have learned time and again the importance of data. From churn rates to burn rates, nothing speaks louder than numbers to those in the C-suite. And therein lies a decades-old issue for the public relations (PR) industry which has often struggled with how to “show and tell” value.

The ability to communicate the value of PR does not imply that it is not valuable -- only that traditional marketing metrics don’t always apply (or exist) to thoroughly show: trust, awareness, credibility, authority, and overall reputation. I’ve talked more in-depth about Reputation+, but at the heart of this problem has also been identified in a new survey.

A new survey from the PR industry reporting platform CoverageBook, which surveyed over 400 PR and marketing professionals, shows that more than half (57%) of respondents lack confidence in their data literacy skills, and (44%) stated they had previously presented a metric they did not fully understand.

Let’s look at that again:

Half of PR pros admitted to presenting a metric they didn't understand.

Round peg, square hole.

If the metrics don’t match what an executive or brand needs to know, it creates confusion all around.

So, what is the answer? Potential reach or outlet distribution doesn’t tell the whole story. Diving in deeper on metrics, like estimated coverage views is more realistic and, over time, reduces large vanity metrics that don’t have value.

The survey was released during CoverageBook director Stella Bayles’ presentation at the AMEC Measurement and Evaluation Summit:

“Agencies can create data cultures and safe environments where there are 'no stupid' questions within teams. And vendors; please stop data-puke! Provide simple data explanations so everyone can easily communicate results,” said Bayles.

PR professionals are most often tasked with securing earned media -- which takes an incredible amount of time and resources. Once these pieces are secured, they may unexpectedly also be asked how that particular article drove sales -- which is almost impossible without costly platforms or internal integrations (or not at all).

Our team recommends an “owned and social media strategy” (or amplification) for every piece of earned media secured. This helps to bring an additional layer of tracking that partner directly with the marketing team. Driving views back to your website to see recent media coverage offers the opportunity to retarget key audiences and track new metrics related to earned media.

Because data literacy is a growth opportunity across the board, it’s important for brands and agencies, alike, to:

• Offer training and resources when deficiencies in data literacy are identified
• Establish data goals that drive into KPIs or other goal-based comms
• Partner with marketing to create internal best practices for goal communication
• Educate the C-suite on where PR measurement isn’t always exact since it sits on top or above the funnel
• Future ideation and opportunity to improve this area overall
• Integrate the use of PR measurement platforms and resources

The survey also showed that more investment would be made towards PR if there was more confidence in data -- and that is a huge industry opportunity.

If I have learned anything, it’s that value communication still has a ways to go and it means a strong belief and partnership from the C-suite. The importance of data literacy cannot be overstated, and it is incumbent upon PR professionals to invest in their own education and training in this area to stay competitive and relevant. By improving our data literacy skills, we can more effectively "show and tell" the value of PR to our clients and stakeholders, and build stronger relationships that are based on trust and quantifiable results. As a profession, we can embrace the power of data and work towards a better future for the PR industry.