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Research and where to find
data for your outreach
campaign
Hana Bednarova | Shout Bravo
https://www.slideshare.net/HanaBednarova1
@Miss_HanaB
Data driven campaigns are great!
They allow us to use so many
angles, and contact so many
publications
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
The media list is like heaven,
right? So many niches
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
But buying the data we need
(external research) can be
expensive
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
The good
thing is, we
can find the
data!
Now, it is
free data –
but not for
free
We do need
to invest
our time
But the less we spend on data,
the more we can invest in
production and outreach
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
So – where to find statistics?
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
Let’s have a look where you
can find data – depending on
which industry/what topic your
campaign focuses
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
So, let’s get started!
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
Industries
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
Industry
Accommodationand Food Service
Administrativeand SupportService
Agriculture,Forestry and Fishing
Arts, Entertainment andRecreation
Construction
Education
Electricity,Gas,Steam andAir ConditioningSupply
Financialand Insurance
HumanHealthand SocialWork
Information and Communication
Manufacturing
Industry
Mining and Quarrying
Professional,ScientificandTechnical
RealEstate
Transportationand Storage
Water Supply;Sewerage,Waste Managementand
Remediation
Industry
Wholesale and Retail Trade
Advisory & Financial Services
Consumer Goods& Services
Online Retail
Specialist Engineering, Infrastructure & Contractors
Technology
Industry
Accommodation and Food
services Data
https://www.ukhospitality.org.uk/page/Reports
https://commonslibrary.parliament.uk/research-briefings/cbp-
9111/
https://www.statista.com/
https://www.ons.gov.uk/
Administrative and Support
Service Activities
https://www.ons.gov.uk/
https://www.statista.com/statistics/
https://www.govgrant.co.uk/
Agriculture, Forestry and
Fishing
https://www.hse.gov.uk/agriculture/
http://www.daera-ni.gov.uk/
Arts, Entertainment and
Recreation
https://www.artscouncil.org.uk/
https://www.local.gov.uk/
https://www.gov.uk/
Construction
https://cic.org.uk/
https://www.hse.gov.uk
https://www.ons.gov.uk/
https://www.statista.com/
Education
https://www.gov.uk/contact-dfe
https://explore-education-statistics.service.gov.uk/find-
statistics
Electricity, Gas, Steam and Air
Conditioning Supply
https://www.ons.gov.uk/
https://www.hse.gov.uk
Financial and Insurance
Activities
https://www.gov.uk/
https://www.fca.org.uk/
Human Health and Social Work
Activities
https://www.hse.gov.uk/
https://www.statista.com/statistics/
https://www.ons.gov.uk/
Information and Communication
https://www.ofcom.org.uk/home
https://www.gov.uk/
Manufacturing
https://www.makeuk.org/
https://www.ons.gov.uk/
Mining and Quarrying
https://www.gov.uk/
https://www.statista.com/
https://www.ons.gov.uk/
Professional, Scientific and
Technical Activities
https://www.ons.gov.uk/
https://www.parliament.uk/
https://www.statista.com/
Real Estate Activities
https://www.gov.uk/
https://www.ons.gov.uk/
https://www.statista.com/
Transportation and Storage
https://www.hse.gov.uk/
https://www.gov.uk/
https://www.statista.com/
Water Supply; Sewerage, Waste
Management and Remediation
https://www.ofwat.gov.uk/
https://www.statista.com/
https://www.ons.gov.uk/
Wholesale and Retail Trade
https://www.acs.org.uk/
https://www.imrg.org/
https://www.ons.gov.uk/
It’s about finding the right
source and taking it further
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
Don’t forget you can request
data from:
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
Local Councils
English local authorities
https://www.countycouncilsnetwork.org.uk/about/cc
n-councils/
Welsh local authorities
https://www.wlga.wales/welsh-local-authority-links
Scottish local authorities
https://www.mygov.scot/organisations#scottish-
local-authority
Northern Ireland local authorities
https://www.nidirect.gov.uk/contacts/local-councils-
in-northern-ireland
Police
https://www.police.uk/pu/contact-
the-police/
NHS Foundations
https://www.nhs.uk/servicedirect
ories/pages/nhstrustlisting.aspx
Ambulance
Service
NHS Trusts
Schools
By sending FOIs
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
The press has been sending
FOIs for ever
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
Sometimes I wish I came up
with ideas the press features
with their FOIs
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
Submitting FOIs
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
What Do They Know
https://www.whatdotheyknow.com/
Or you can email them directly
using their publicly available
FOI email
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
You can see all other FOIs
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
That means other people
(marketing professionals or
journalists can find it) …
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
What ever way you choose –
just be aware that your FOI
response will be always
published online
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
So, use it ASAP
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
It does not happen that often,
but it’s something we should
be aware of
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
Ensure you have a strong
timeline and plan in place so
once you get your FOIs
responded to, it does not take
too long until you launch your
campaign
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
Check out other FOIs there -
Use it for ideation
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
You can also track published
and new reports
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
Don’t forget internal data
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
Always ask your client if they
have any data, you never know
what amazing statistics they
can have
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
And also, you can do good old
desk research
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
Because it’s not just about
public data published by
government bodies
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
You can use relevant sources
to figure out a new story and
angle or making public data
even stronger
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
We then carried on with desk
research
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
Whatever
methodology
you choose
to use
You need to
make sure
our data is
correct
Analysing
your data
Is it the latest
available
data?
It could be data from 2019 –
that’s not wrong, we just need
to state this (and ensure) it’s
the latest available data
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
Do your data breakdown!
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
This will help you write your
headlines and angles
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
That’s when
your story
starts
showing up
Is it still the direction of the
original idea?
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
No – that’s okay? Maybe it’s
even better!
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
And from there …
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
The production and outreach
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
Data in production …
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
Choose how you visualise the
data
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
There is no right or wrong
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
But the rule is ..
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
Make sure that whatever
visualisation you choose to
use
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
It’s easy to …
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
Navigate
Read
And digest
Don’t
overcomplicate
your campaign
Always keep a list all your data
sources
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
Because journalists ask
questions, correct questions
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
With our strong research – we
can quickly answer
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
And the data
breakdown
you did?
Creating your
media list
Targeting niche publications
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
Use it in your
outreach
The more angles
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
The more link opportunities
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo
Thank you
@shoutbravoUK
@Miss_HanaB

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