importance of data in public relations

The importance of data in public relations

Any information can become a double-edged sword, since an organized database becomes the company’s most powerful tool.

Data is treated by professionals as the perfect asset to capture the attention of all audiences. Especially the media, because of the amount of information that a collection of data offers in reports and analysis.
If there is no data, it has no relevance. Therefore, it does not exist because it is not corroborated.

Moreover, the importance lies in providing the best information to the right contacts, otherwise that information will be irrelevant to the recipient.

¿Why is data important in public relations?


Measuring the results of a public relations campaign

Every strategy, every campaign and every action is measured with tools that transform it into data. Even an event can be measured by the number of attendees or social media posts about it.

PR experts are in charge of collecting and bringing to the table all the information and data needed for your presentation and/or campaign justification.

Data analysis

With the emergence of digital communication and online presence, the interpretation and analysis of data is facilitated, since we have access to a large amount of information of all kinds.

An explosion of data that facilitates study and inquiry to learn about actions that are being carried out and detect both trends and opportunities for the future.

In the same way, we can examine what negative actions have occurred to avoid the same results and make the right decision at any given moment. Study and planning.

Behavioral knowledge

The social mass has a great impact and, therefore, a high importance in the perception and creation of the brand image. Therefore, it is common to analyze and understand how certain social groups behave, related to the company or sector, to know their reactions and impressions.

This is the basis for public relations, studying each related social group in order to establish strategies with greater effectiveness and, in addition, to improve results.

Adjusting messages

Every message reflects who we are, so every word counts. And so does knowing how to convey the message with the right tone and words according to the target audience.

A message that leads to confusion or misinterpretation can turn against the brand and be detrimental to its image or reputation. Therefore, great importance is placed on the wording and care of the message, which is designed to fit the audience.

Thus, data can also influence the way the company communicates, since we can know what tone and language the public considers inappropriate.

The message seeks to convey and connect with the recipient.

The value of the service

Data is the true reflection of business growth, or decline, as well as the collection point for each milestone or significant change. Everything is stored.

With this data, information, service and the public experience are enhanced, thus raising the value of the brand image. The public relations team is vigilant in keeping everything in order, monitoring every message, experience or audience performance to the maximum.

The success of public relations is the success of the company.

The bottom line of data in PR

Public relations is all about data. Both qualitative and quantitative, the latter being the main part of public relations work.

Around it, all organizations, institutions and companies will have a positive perception of the brand or company that the team has worked hard to achieve.

However, the main reason for the importance of data lies in the relevance of these data when it comes to redefining strategies with the design and implementation of new actions and solutions.

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difference between public relations and advertising

Public relations and advertising: What is the difference?

The mistake is to assume that advertising and public relations are synonymous, even though they will always go hand in hand. The field of communication and marketing encompasses a wide range of terms, strategies and objectives.

This is where any and all differences between the various concepts are to be found. However, beyond the objectives, which are very different in each discipline, the main difference lies in the fact that advertising is controlled.

In the case of advertising campaigns, the message, the tone, the creativity, everything is controlled and studied so that it is exactly as desired. Advertising goes out in the media after payment, providing the materials from the brand or company.

On the other hand, public relations lose control of advertising. Relationships and personal links are worked on, information is shared with the intention of influencing the media, but the result will be spontaneous and uncontrolled.

Public relations and advertising are not the same

The two disciplines, although related, are executed differently and, moreover, professionals tend to specialise in only one discipline. This specialisation does not imply ignorance of the rest.

Both try to inject a plus in brands, both in terms of dissemination and reputation and awareness. Everyone talks about you, but not in the same way or with the same objective.

Shared characteristics between the two

The relationship with their audiences. The links that are created and flourish around each brand are the reason to keep growing and working on each strategy in order to increase both the reputation and the community generated.

Thus, both public relations and advertising relate, in one way or another, with the public in order to feed back that relationship or impression and increase interaction.


In terms of communication and marketing, both advertising and public relations go hand in hand in speaking directly about the brand. These are two very powerful communication tools to make the brand itself the centre of the company.

Therefore, the brand must be present in every action that is carried out. In marketing, public relations cooperate in advertising campaigns to be able to monitor and know which campaigns are most effective and why.

PR manages the scope and media coverage, while advertising invests and decides in which spaces the brand will appear.

Campaign creation

Investing is winning and therefore, with the rise of social networks and the digital sphere, public relations has found a great opportunity in the generation of campaigns with the aim of getting the brand recognised among the audience.

The combination of campaigns in different media: the brand’s own blog or networks, paid advertising and the media that talk about the brand, is the best recipe for success.

difference between public relations and publicity

Difference between PR and advertising

The main difference between public relations and advertising lies in their execution, although both work to achieve greater brand visibility, the differences are notable.

Why? Because advertising tries to sell directly, to achieve a clear consumption by the receiver; while public relations tries to establish and maintain links with the audience so that, spontaneously, they make purchases or interact with the brand in an effective way.

The development of these relationships is nurtured through the activities and strategies established by public relations, from communication with journalists and the media to the management of environmental problems or even communication with employees.

Content creation

Content and message is the most important thing in the advertising and public relations sector, with each party focusing on its own speciality. However, the information and values conveyed must be in line with each other despite their differences.

Public Relations Content

In Public Relations, the content is pampered and cared for to the maximum because the maximum value is in the message. This is the visible part of the whole strategy with the aim of persuading and influencing both the press and the different audiences.

It is this content that generates opinion, creating topics of conversation and getting different audiences talking about the brand. The reinforcement of each link, as well as the creation of new ones, is the ultimate goal.

Therefore, every piece of information conveyed in all types of content and business communication is treated objectively, seriously and rationally.

Content Advertising

Content advertising is commonly known for its highly creative and attention-grabbing nature, with the sole objective of capturing and conquering the audience in a direct and effective way.

With this, a reaction is sought that can be transformed into a sale, interaction. The intention, the message and the strategy itself is more commercial, focusing on the consumption of a certain product or service through the emotions or originality of the content.

FINZEL PR | Your Communication Agency

We offer customised PR and digital content services