How can data improve your storytelling?

You might think that a good narrative is hampered by data and analytics, but communicators that shun the numbers are missing a big opportunity.

Ragan Insider Premium Content
Ragan Insider Content

Every business seeks to be more data-driven these days.

Being able to back up your statements and decision making with cold hard statistics is a great way to build trust between your brand and your customer base.

However, a brand story cannot be built on data alone. A brand is more than numbers; it is made up of feelings, experiences and relationships.

Unfortunately, a business that prides itself on storytelling and communication may feel threatened by the influx of data-driven PR and marketing methods that leave little room for creativity.

However, this opinion is not only wrong, it’s contradictory to a strong PR strategy. Data supports storytelling by bringing credibility to your PR message.

Here’s how to add data to your storytelling:

1. Look for patterns in customer reviews.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.