Data has shifted the public relations game from trial and error to smart, strategic moves.
Thanks to data, we don’t have to hope something will work—we can see it coming. If you’re still running campaigns based on guesswork, you’re missing out. Brands that apply insights when planning campaigns stand out and lead.
Let’s take a closer look at some strategies you can use to boost your brand authority this year.
1. Segment smarter, not harder
Stop assuming you know what your audience wants. Data gives you the power to get into their heads, including what they’re interested in, what makes them click, and what will get them to act.
It’s no longer just age or income. Think deeper …
- What’s their behavior like across platforms?
- What are they searching for and why?
- How do they interact with your brand?
Take Newport Academy, a teen treatment center, for instance. The center focuses on its audience’s core pain points by segmenting them by ailment type. Reports and blog posts are segmented to show how specific treatments help support teens who are dealing with depression, OCD, and other conditions.
➜ Takeaway: Forget one-size-fits-all campaigns. Use data to target the right audience segments with the right message, and make them your advocates.
2. Choose influencers based on value and results, not followers
Influencers are still a huge part of PR. But in 2025, it’s not who has the most followers — it’s who’s the right fit for your brand. Data helps you find influencers whose audience matches your offering so you don’t waste time or money on the wrong partnerships.
For example, a beauty brand might focus on smaller influencers with super-engaged audiences instead of going for someone with millions of followers who might not be interested in their products.
Predictive analytics can help you pick the influencers who’ll bring the best return on investment based on past performance.
➜ Takeaway: Don’t just go for the big names. Use people search API to pick influencers who genuinely connect with your target audience.
3. Implement real-time sentiment tracking (your brand’s crystal ball)
What if you could know what people say about your brand before it blows up?
Real-time sentiment analysis helps you spot any negative chatter before it grows into a full-blown crisis. Tracking how people talk about your brand on social media, blogs, and news sites lets you make changes fast.
For example, imagine a tech company gearing up for a product launch. Sentiment analysis can tell them how people react to early news so they can tweak their messaging or respond to concerns before they become problems.
➜ Takeaway: Be proactive, not reactive. Spot issues early and nip them in the bud before they spiral.
4. Use predictive analytics for perfect timing during media outreach
A killer story means nothing if it’s pitched at the wrong time. Predictive analytics tells you exactly when to strike by analyzing past performance, audience behavior, and media cycles.
For example, a fashion brand could use data to launch a campaign right before Fashion Week, when the buzz around new trends is at its peak. Timing your message with media cycles gives your PR the best chance to get noticed.
➜ Takeaway: Don’t just shoot your shot. Use data to figure out the best time to hit send on your PR pitch.
5. Create content that builds authority powered by data
Creating content that sticks isn’t hoping for the best. It’s understanding what your audience needs and crafting content that speaks to them. With data, you can see exactly what topics are trending and what your audience is interested in.
This helps you create content that resonates and positions your brand as an authority.
You can also talk about why your company is an authority.
For example, in Abacus Global’s recent press release about its new branding, the report’s subtitle reads “Strategic name change reflects company’s evolution and global market presence,” which automatically makes the brand look authoritative.
➜ Takeaway: Create content that doesn’t just get views but also builds trust and authority with your audience. Use the right language in press releases so your brand stands out as an industry leader.
6. Use data to prove your impact
PR can be tough to measure, but data makes it clear.
You can track things like media mentions, audience engagement, and even sales to show how your PR efforts are paying off. With the right analytics, you can see what’s working and what isn’t.
This gives you the proof you need to show the value of your PR efforts and how they’re contributing to business growth.
➜ Takeaway: Measure everything. Use data to show exactly how PR contributes to your bottom line. This is one of the top things clients look for so they can get themselves set up for a better ROI.
7. Use data-driven strategies for media relations to strengthen relationships with journalists
Lean on data to build targeted, lasting connections with journalists who align with your brand. (Use analytics tools that track journalists’ past coverage, audience interests, and content preferences so you can pitch stories tailored to them.)
For instance, if a journalist specializes in sustainability, you can pitch your latest green initiative since you already know it fits their readership. Data also lets you track responses to your pitches so you can refine your approach for better outcomes.
➜ Takeaway: Stop sending generic press releases. Use data to create personalized pitches that show journalists you understand their work — and deliver relevant, compelling stories.
Wrap up
Data is at the center of PR success in 2025. Understanding your audience’s behaviors, choosing the right influencers, and timing campaigns perfectly all rely on data.
For good measure, here’s a quick overview of the strategies we covered in this mini guide:
- Segment smarter, not harder
- Choose influencers based on value, not followers
- Implement real-time sentiment tracking (your brand’s crystal ball)
- Use predictive analytics for perfect timing during media outreach
- Content that builds authority, powered by data
- Use data to prove your impact
- Use data-driven strategies for media relations to strengthen relationships with journalists
Ready to embrace data and transform your PR strategy to elevate your brand? Center your PR strategy around data and watch your brand authority soar in 2025. Need help? Contact Agility PR now for custom support!
