Trust is falling and as ‘fake news’ continues to grow and spread, it’s no surprise that journalists increasingly require strong, verifiable data to substantiate the stories they are writing. As a result, PR professionals need to adapt to this shift by mastering the art of data-driven PR; from being smarter with how we approach journalists, to developing persuasive data-led stories with strong insights and opinions. Consequently, PRs need to up their game and be knowledgeable when pitching to journalists, not only by understanding the statistics but knowing how to talk journalists through them.
Get actionable insights into:
- Pitching journalists with compelling stories
- Creating data-led PR strategies
- Going beyond vanity metrics
About the Speaker
Benjamin Thiele-Long, director at integrated communications firm Cognito, is a comms professional with experience across corporate and consumer public relations, proactive marketing, thought leadership campaigns, and reputation and issues management. A former barrister, having practiced criminal and regulatory law for seven years, he has extensive experience in crisis communications work including media management, assisting with corporate internal investigations, advising directors, and representing companies on the ground.
Working in comms, he has been both agency-side and in-house with a variety of professional and financial services firms, and has led a range of strategic corporate and consumer media relations campaigns across regions. Benjamin also writes regularly on reputation management, best practices, techniques for good media relations, and how to effectively integrate communications programs with legal and compliance professionals.