Each and every week, the Australian Bureau of Statistics publishes a plethora of data that reporters often don’t look at. Some of my greatest successes in the PR world have been to pick up on a piece of newsworthy data, get a client commenting on it, put the data and commentary in a media release, then issue the release to reporters who have no idea that the newsworthy data exists.
As an example, I have a couple of technology clients that like to be in the media commenting on IT trends. So I prepare for them a diary of all relevant ABS releases concerning IT investing, spending and activity, including the bi-annual Internet Activity report, quarterly GDP data which includes data on software investment and the ABS’s annual report Summary of IT Use and Innovation in Australian Business.
Each ABS report in free, contains newsworthy information that most reporters and editors don’t know exists. The data – being about IT spending, mobile data downloads or internet commerce, are always at record levels – get that information into a media release headline, as well as the numbers into the release, the client’s name into the lead paragraph, send out a commentary a couple of hours after an ABS release, and there you have it. Headlines for your client virtually guaranteed, whether in the consumer or trade press.
Similarly, with property or bank clients, I’ve had them commenting on monthly RBA interest-rate announcements, banking statistics from APRA, monthly housing finance numbers from the ABS, quarterly ABS data on house prices and monthly credit numbers from the RBA.
I source the official numbers myself, look for any records or noteworthy trends, put the information in a media release, quote my client, distribute the data on the same day as the report, and there you go, media coverage with genuine news.
Clients appreciate the regularity of the media mentions, commenting on the numbers that matter. Not necessarily their own numbers, but those of the nation, backed by the authority of the government or in some cases, industry associations.
This will help your client by establishing them as a thought leader and an expert in their field. The client isn’t simply trying to pitch their own product or service, but commenting on matters of national importance. This will keep reporters coming back for more commentary.