In communications, two of our biggest jobs are to translate data and PR metrics into narratives and narratives into PR metrics.
Every month, my communications team and I get together to fill in our monthly PR metrics dashboard.
It’s not a glamorous process, but it does give us a chance to identify our successes and challenges over time.
And it got me thinking about the two-way relationship between PR metrics data and narrative. They are the yin and yang that comprise the ongoing dialogue we have with our audiences.
From data to narrative
The journey from data to narrative is when communications pros dig deep into research, survey results, analytics, and usage and conversion data to create the strategies and narratives that change minds and influence behaviors. Often, it’s not about telling the story of all the data, but about finding that single golden nugget that helps crystallizes and position the story you’re trying to tell, or the golden thread that connects the dots in a way that has never been done before.