We're not just any pr agency at Just In Time PR, we're a Soho pr agency.

The fact that we're surrounded by all manner of perverts, deviants and failed artists makes us very creative, which means we can give people like you great PR tips.

(I know, that doesn't stack up at all, but don't get hung up on it, just read on).

Soho pr agency tip: mine your data

Fact: many companies have access to data that can drive great stories within the media.

Unfortunately, most of those companies don't ever think to use it. Instead they try to get journalists to write a story profiling them and their business.

And the chances of that happening are somewhere between negligible and sweet f**k all.

Anyway, back to the data.

Journalists like data because it can show trends, and trends often drive interesting stories.

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The trend data that many companies are sat on can drive no end of great stories in the media.[/caption]

Estate agency in Brum'

Let's imagine you're an estate agency based in Birmingham.

Your data shows that the average time from instruction to completion decreased or increased by X% during 2012 relative to 2011.

That's quite interesting to the local Birmingham media, as it shows property in Birmingham took more time or less time to sell last year than it did the year before.

Clearly they'll want some reasons to explain this trend but that's where you come in again, Mr Estate Agent, as you provide them with those reasons.

What's happened here is that you haven't gone to the journalist pitching your product, you've gone to them with a story that is of interest to their readers: why their properties are shifting more quickly/slowly.

And that's why there's every chance they'll run with it.

Best coverage ever

In all my god-forsaken years working in the PR industry, the biggest successes have always come from data-driven stories.

We once worked with a property search engine and crunched the nationwide data it had on UK house price trends (the kind of stuff
does all the time).

The story we pushed out got upwards of 300 hits, including the front page of the Evening Standard and Metro (because the London data were particularly strong).

So if you want to get the big hits, the big tip from you favourite Soho pr agency is this: mine the hell out of your data.