Data-Driven Headlines

A Guide to Using Data to Drive Media Coverage

This webinar is not currently available. Email the Professional Development Department to inquire about future availability of this program.

Category: Media Relations

Big data — the collection, storage and analysis of high volumes of complex information — has gone from insider terminology to mainstream. In just about every industry, "datafication" has taken over, from consumer preferences to public health, and has become an inescapable part of life in the digital age. Against this changing backdrop, however, the most important question for PR practitioners remains the same — how can we use the power of data to generate results for our clients?

While data of all shapes and sizes continues to be top of mind for communications professional, its strategic and effective use remains elusive. When it comes to using data to build a successful media relations campaign, you don’t need an army of analysts to get the job done. In this session, you’ll learn how to put different types of data to work in order to drive media coverage and increase your organization’s share of voice.

You’ll also learn how to develop proprietary, commissions and curated data for public relations purposes, as well as best practices for data-driven media relations. After this session, you’ll be able to:

• Understand the power of data as a media relations tool.
• Create, procure and curate data for use in public relations.
• Use data to illustrate strong and compelling stories.
• Leverage data to bolster the legitimacy and credibility of your message.


Sandra Fathi, president and founder, Affect

Photo of Sandra Fathi

Fathi has spent the past 15 years helping technology companies achieve their communications goals. A celebrated speaker and active contributor to PR industry publications, Fathi turns emerging communications tools into practical, useful strategies for clients with tangible ROI.

Prior to founding Affect Strategies in 2002, she led corporate communications and investor relations for RADVISION, a provider of video conferencing infrastructure products. Earlier in her career, she was on the technology team at Edelman Public Relations Worldwide, where she specialized in the networking, telecommunications, computer hardware, software and Internet business verticals. While at Edelman, some of Fathi’s clients included Ericsson, EDS and Microsoft. She is chair of the PRSA Technology Section, and chair of the New Media and Technology Committee for PRSA New York. Her commentary has appeared in PRWeek, MarketingProfs, Bulldog Reporter and DM News, and she speaks frequently at industry events.



Participants with the APR credential earn 1.0 APR Maintenance Credit for a webinar. Learn more about Accreditation maintenance.