Iretomiwa Akintunde-Johnson, Lead PR & Communications Adviser at ID Africa, has called on public relations professionals to improve their data storytelling and visualisation skills by leveraging on data in providing insights into the dynamics of campaigns or briefs.
She stated this in ‘Data Literacy in PR Report’ a publication by Public Relations and Communications Association (PRCA), the world’s largest professional PR association, representing over 35,000 professionals in 82 countries with a mission to create a more professional, ethical, and prosperous global PR industry.
Iretomiwa highlighted in her contribution that PR practitioners are highly skilled storytellers as required in the area of communications. “Practitioners need to improve their skills in data storytelling and visualisation – not least because it doesn’t come naturally to everyone. More importantly, those that do will be better placed to win support for more investment in public relations activity and will be able to build more successful and value-enhancing public relations programmes”.
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Stephen Waddington, Chair, PRCA Innovation Forum and Managing Partner, Wadds Inc., stated that a huge volume of data has been created by media and organisations as a result of digital transformation. According to him, audience and consumer engagement had also improved as a result of the use of data.
“It has also provided practice with the means to plan, measure and demonstrate its value. Data Literacy in Public Relations has been written for practitioners by practitioners and addresses each of these areas,” Waddington stated.
The report, which is a series of essays from 11 leading practitioners, aims to elevate the understanding of best practices in the use of data in public relations. The essays explore how data informs strategy, decision-making, creativity, execution, and measurement while also explaining how insights can be developed from data and used as a foundation for content and storytelling.
