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In a world full of opinions, numbers still speak the loudest. Whether you’re trying to land media coverage, build brand credibility, or just stand out in a crowded market, data gives you an edge. And one of the smartest — and most cost-effective — ways to turn that data into visibility is through press outreach. Even if you’re a small team without a PR agency, using a press release submission to share meaningful insights can help position your brand as a trusted voice.
Here’s the truth: journalists aren’t looking for fluff. They’re looking for substance — something they can build a story around. And that often means numbers. Cision’s 2024 State of the Media finding revealed that 61% of journalists want original research and reports from PR pros — more than quotes, product pitches, or executive bios. Data beat’s opinion. If you can give them a fresh stat, even a small one, they’re far more likely to take interest.
So, how can a startup or small business deliver the kind of data journalists crave without a big research budget? Start small. You don’t need a massive nationwide survey. Try running a poll among your customers. Analyze internal usage stats. Look for patterns in your industry experience that others might not be talking about. Even a mini-study with 100–200 responses can be newsworthy if it touches on a timely or overlooked topic.
Once you’ve got something meaningful, shape it into a press release that tells a story. Don’t just drop numbers — give context. Why does this data matter? What trend does it confirm (or challenge)? Add a quote from someone on your team interpreting the findings. This kind of framing makes it easier for journalists to see your release as a springboard for coverage.
And if you want to go the extra mile, turn your findings into a simple infographic. A visual stat or chart can do wonders on social media and increase your chances of being picked up by digital outlets. Plus, visuals tend to travel farther and get reshared more often — amplifying your message without any extra spend.
The goal here isn’t just to get clicks. It’s to show that your brand understands its space and has something valuable to contribute. When you become known for sharing useful data, reporters start paying closer attention. So do potential customers.
Press releases aren’t just for announcements anymore. They’re a platform to share insight — and insight builds authority. Used right, a single statistic can take your brand places that even paid ads can’t reach.
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