Data-Driven PR: Using Government Statistics to Create Newsworthy Stories

Government statistics are a goldmine for PR professionals. They’re authoritative, regularly updated, and cover almost every aspect of British life. Here’s how to transform raw government data into compelling stories that earn editorial coverage.

Why Government Data Works for PR

Journalists trust government data. When you base a story on ONS statistics, Companies House filings, or Land Registry data, you immediately gain credibility that proprietary surveys often lack.

Key Government Data Sources

Office for National Statistics (ONS): Economic data, demographics, labour markets
Companies House: Business registrations, director appointments, financial filings
Land Registry: Property prices, transactions, ownership data
NHS Digital: Health statistics, waiting times, treatment data
Department for Education: School performance, student outcomes
HMRC: Tax data, trade statistics

Finding Story Angles

The key to successful data PR isn’t just having data—it’s finding the story within it. Look for:

Trends and Changes

Compare current data to historical data. What’s changed? Is something increasing or decreasing unexpectedly?

Geographic Variations

Break data down by region, city, or postcode. Local angles often get more coverage than national stories.

Unexpected Findings

Look for data that challenges assumptions or reveals something counterintuitive.

Human Impact

Always connect statistics to real human experiences and outcomes.

Case Study: Economic Analysis Success

We analysed ONS labour market data alongside Companies House registrations to identify which sectors were showing early signs of recovery post-pandemic. The resulting story was picked up by:

The Guardian (Business section)
Daily Mail (Money section)
Several regional newspapers
Industry trade publications

Result: 23 high-authority backlinks and significant brand visibility for our client.

Tools for Government Data Analysis

Python/Pandas: For processing large datasets
Tableau/Power BI: For visualization
Google Sheets: For quick analysis and collaboration
R: For statistical analysis

Creating the Press Release

Once you’ve found your story:

Lead with the most newsworthy finding
Provide context - why does this matter?
Include expert commentary from your client
Make data accessible with clear visualizations
Offer exclusives to key journalists

Timing Your Release

Government data often follows predictable release schedules. Plan your stories around:

ONS monthly and quarterly releases
Budget announcements
Seasonal patterns (e.g., property data around stamp duty deadlines)
News cycles (avoid major competing stories)

Building Ongoing Coverage

One-off data stories are valuable, but the real power comes from establishing your client as a go-to source for analysis in their sector. This leads to:

Recurring mentions whenever related data is released
Journalist relationships that yield multiple coverage opportunities
Brand authority that supports broader marketing goals

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