Audience Analysis Can Lead To Data-Driven PR & Communications Programs

Audience Analysis Can Lead To Data-Driven PR & Communications Programs

Social Data & Analytics

Updated: July 4, 2018: The below is a part of a weekly data series analysis I am doing using social data, audience listening, influencer research & traditional media analytics.


The below is from a presentation I did back in 2017 to a  group of B2B marketing executives. The beginning of the presentation included a conversational and media analysis of IT Decision-Makers (ITDMs) to get a better understanding of their language patterns, sharing behaviors and media consumption habits.

As a digital strategist by nature, there are several takeaways from this data that could inform many things–creative concept, editorial strategy, content approach, and even paid media segmentation.

From a PR and communications perspective, there are just as many takeaways. In looking at the data,  you’ll notice that IT Decision-Makers read and share content from CIO.com, specifically the specific article, “IT moves to open workspaces, but not everyone is happy” was trending at the time this data was pulled.



Seems basic, I know. But the data tells an interesting story. At the time that this data was pulled, this audience preferred to read content from CIO, Harvard Business Review (HBR), and Forbes. So one action would be is to re-prioritize your media strategy and focus on building relationships with journalists that write specifically for those publications.

Keep in mind that this data is real-time and it will change. This week is CIO and next week it might be WIRED, so it’s important to track audience behavior over time and keep an eye out for trends in media sharing and consumption. Doing so will help you anticipate which media your audience is spending time with the most and begin to adjust your media relations approach.

You’ll also notice below what topics and interests resonate with IT Decision-Makers. The data suggests that cybersecurity is still a number one concern–makes sense given what’s been happening in the world.



What’s not included in this analysis are the conversations. If you dig a little deeper, you can get a better understanding of the exact language (words, phrases, hashtags) they use when referencing topics like big data, cloud security, virtual reality, artificial intelligence, machine learning, etc. This type of intelligence is critical. It can give you the building blocks to build a narrative, inform a content strategy (bylines, blogs, releases and even social content) and help you prioritize which media you are reaching out to.

If you enjoyed this analysis, take a peek at this data series–some analytics and research I have been writing about.

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About Michael Brito

Michael Brito is a digital strategist, published author, TEDx speaker, adjunct professor, and avid 49ers and Lakers fan, with over 20+ years of experience helping organizations break through the clutter and reach their audience with game-changing marketing programs.

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