How to Master Data Storytelling in PR

Long before AI and large language models (LLMs) took centre stage in PR and digital marketing, brands filled the internet with ho-hum content generated primarily to maintain an online presence. 

Genuine creativity and unique perspectives were sacrificed for the sake of keyword density, and blogs that pandered to algorithms were copied and rehashed by others doing the same. 

Unfortunately, widespread adoption of LLMs only sped up this trend. Today, tools like ChatGPT and Claude.ai paraphrase at speed, flatten personalities and brand identities, and strip out the qualities that make content valuable to readers and, ultimately, the companies that commission the work.

Currently, there’s a real risk that the internet will become an echo chamber, as creators prompt AI to generate content that draws from other pre-existing content. As time goes on, AI further cannibalizes the same information it helped produce in the first place. 

Tap into company data to create unique content

Fortunately, there is a way to stop this vicious cycle and create truly valuable, unique content for your brand.

Have you thought about the PR and marketing potential within your company’s own data sources? The information your business generates isn’t just useful to the C-suite, employees, and other company stakeholders; it tells stories the public might be interested, too. It tells stories the public might be interested in, across channels like press, social media, and digital platforms. What’s more, it can’t be rehypothecated in the same way as generic blog content. 

Done right, data-driven storytelling can become the antidote to the repetition that has audiences nodding off. It provides fresh material and interesting stories that can ultimately help you break through the noise. 

In this article, we share a step-by-step guide on how to master data storytelling in PR. But first, let’s explain a few basics to set you off on the right track.

What is data storytelling in PR?

Transforming your brand’s unique data into insightful stories is the essence of data storytelling. Data-rich stories can, for example, be told through infographics, interactive maps, data visualizations or animated visual graphs.

Data storytelling is a particularly powerful PR tool because it lets you back up your brand narratives with evidence and originality.

There’s a treasure trove of insights in any dataset, whether the data relates to something as mundane as local weather patterns, the number of sunscreen bottles sold in your local supermarket, or the correlation between sunscreen sales and rates of sun-related skin damage in your city.

One set of data tells a story, but when you thread multiple data points together, you can spin a fascinating narrative that will ultimately make your target audience sit up and take notice. It’s classic causation and correlation. 

If you use proprietary data that’s only accessible to you, the story is even more likely to pique the interest of readers and journalists, especially on slow news days.

Why is data storytelling important in digital Public Relations?

Roughly 60% of Google searches no longer lead to clicks, SparkToro research shows. Increasingly, the familiar blue links in search results are replaced by AI-generated overviews, summaries in tools like ChatGPT and Claude.ai, and direct answers in search engines.

A cautionary data story emerges: If brands continue to follow the same playbook, where they create content for content’s sake, they could be in trouble. This scenario also begs the question: What happens when the top of the funnel, the one that lures low-intent customers to your brand, gets sealed shut?

As AI-generated content explodes, there’s a quiet resurgence underway. Traditional earned media strategies (original stories, data analysis, data-driven insights, and genuine news value) once again open doors to target audience attention.

At the same time, the era of straightforward SEO, where quantity plus clever keyword tactics drives results, is on its way out. AI models are now trained not only on general web content but also on trusted news sources.

Argue with ChatGPT about this, and here’s what it will tell you:

“Being mentioned by credible news sources can increase the likelihood of a brand or company showing up in AI-generated answers, especially as search and AI assistants shift from keyword matching to reputation-based summarization.”

More insights, straight from the horse’s mouth:

“Entity recognition, brand authority, and topical association in high-trust sources are more valuable for visibility. Think of it as moving from ranking webpages to ranking ideas and entities.”

The practical upshot for PR professionals?

• Newsrooms and media outlets, often stretched thin, are hungry for well-crafted, evidence-based stories, particularly those backed by proprietary data that can generate significant media attention.

• On slow news days, editors may turn to high-quality, data-rich press releases to fill their pages. This offers brands valuable opportunities for organic, earned media coverage and increased media attention.

• These earned placements can further fuel your brand’s visibility in both traditional and AI-driven discovery channels, as well as on social media where engagement helps amplify your message and attract media attention.

For the modern PR professional, mastering data storytelling is no longer optional — it’s essential for standing out in a crowded, AI-influenced media landscape.

Examples of Data-Driven Storytelling

How Sky News told the Brexity story with powerful data analysis

When the controversial Brexit referendum passed, Sky News told a fascinating story with data storytelling. The British news channel used multiple datasets to explain not only how the vote occurred, but also the potential economic, social, and geopolitical implications of leaving the EU. 

They used a mix of feature writing, infographics, and interactive design to make complex information more digestible. Historical voting patterns, regional economic factors, age group breakdowns, and social attitudes were also added to enrich readers’ understanding of the story.

The “Brexit by numbers” case study is a great example of data storytelling done right.

The gold standard: Spotify ‘Wrapped’

One of the best real-world examples of data storytelling is the Spotify “Wrapped” campaign. 

Every December, Spotify transforms consumer data into personalized year-in-review stories that capture what people listened to and offer a nostalgic look at the moments that inspired these musical journeys throughout the year. 

Spotify uses its proprietary data to create narratives that are intimate, playful, and reflective of the user’s own identity. 

The annual “Wrapped” campaign doesnt simply share stats for stats’ sake. The campaign sparks emotion, prompts reflection, and encourages users to share their stories publicly, which they do by the millions. 

Crucially, “Wrapped” also feeds media coverage, as many journalists report on the year’s top artists, breakout genres, and unexpected trends. It’s a textbook case of how brand data, when framed as a story, can drive recognition and business growth. 

Step-by-step guide: How to tell a compelling story with data

Inspired to also use data storytelling to get eyes on your brand? These three essential steps will take your audience on a visual journey they won’t easily forget:

Step 1: Build a solid data foundation

Start with accurate, reliable, and timely data that’s relevant to your audience, such as customer habits, poll results, company performance, key performance indicators, Google Analytics data, or industry trends.

Make sure the data is clean, well-structured, and deeply understood. Look closely for important trends, unexpected shifts, or connections that could add to the narrative.

Uncover what the numbers reveal. What’s on the rise or in decline? Look for root causes or outside influences to try to understand why this is the result. Then, think about what these facts might mean for the future, and whether any action is required as a result. 

Step 2: Create a clear narrative structure

Your data story should follow a logical or chronological flow. Identify a central theme and use characters, conflict, and resolution to craft a narrative arc that will keep your audience glued to the story from start to finish.

Your customer should be the central character, the hero on a journey. The obstacle at the heart of your story can be as simple as the gap between where the customer is now and where they want to be. The resolution? How your brand’s solution bridges this gap.

A good narrative doesn’t simply sell features; it enables success. And data can be a powerful tool to help you tell a convincing story.

Step 3: Develop effective visualizations

Graphics and other visuals should serve your story, not overwhelm it. In fact, less is often more. 

Use data visualization, charts, graphs, infographics, and interactive dashboards to break down information and highlight key points, but only when they enhance your message. 

A few more tips on how to develop effective data visualization:

1. Start with the story, not the data

Don’t just display numbers. Begin with a clear, human message that guides the rest of the piece. What’s the insight? What does it mean? Why does it matter?

Then, use visualizations to make your story more memorable. Make it easier for your reader to spot trends, comparisons, or relationships at a glance.

2. Make it human and contextual

At their best, data stories guide people toward better decisions. They’re human and hopeful. 

Add short explanations, real-world comparisons, or even customer voices to transform abstract stats into relatable, actionable information.

3. Use AI to help you tell great data stories

Don’t forget about the robot in the room. Today’s LLMs can quickly analyze large datasets, spot patterns you might miss, and even recommend the most effective charts or graphics to use in your stories.

Some platforms generate ready-to-use, interactive visuals or suggest optimal colors and layouts to improve comprehension and engagement. 

Make PR.co your data storytelling partner

You don’t need a mountain of data or a suite of analysts to tell stories that move people. The truth is, there’s a great story hidden in almost any dataset (if you know where to look). 

With the PR.co platform, you can create standout newsrooms, filled with data reports and memorable, data-rich content journalists, investors, and other stakeholders will notice.

Let’s help you master data storytelling in public relations. Schedule a demo.