ABSTRACT
To be involved in consequential programs and activities that affect business images and decisions, public realtions (PR) professionals must be grounded in reality and sometimes make tough decisions. They cannot see the world as they want it to be or view it exclusively through their own experiences. There are multiple ways that a data-driven PR specialist can be helpful to journalists. Organizations like Business Wire, PR Newswire and Cision, maintain lists of contacts at major media outlets as well as influential bloggers and other new-media creators, with contact information and suggestions for the best ways to contact them. The data revolution is making it easier to pitch data-based stories and story ideas to journalists and to provide them with data in various formats. For success in media relations, thinking like a journalist is a key attribute. Practice being demanding and skeptical of information sources.
