Public Relations Huddle Up

Using Data to Engage Stakeholders

1 Minute Read

Data can be unnerving when it comes to dissecting the meaning of numbers and graphs. In fact, 74% of workers feel intimidated when working with data. For stakeholders, however, data can be the line between their engagement and withdrawal toward your company’s work. Let’s take a look at what has influenced data since 2020 and the three R’s to keep in mind when making your next approach.

What's Changed

COVID-19 changed the way we do a lot of things. People now work from home and value quality time and relationships over work obligations. Society has become more accepting following the long list of social movements that have taken place in the last two years. Budgets have also tightened because of the pandemic and current inflation. All these things have influenced the following three approaches.


People’s feelings should be tracked alongside the measurement of other analytics. Take into consideration what is happening around you and how society is being affected by current events. Prove your company is willing to listen, and learn what people want to know. Find out what others think based on Google searches. is a valuable resource for this kind of research.

Realistic Reporting

Think about reporting the number of page visitors versus site-wide unique visitors. The number of page views can provide more realistic numbers and accurate comparable data. This can give you a better idea of how to maximize budgets. Follow this formula the next time you’re analyzing impressions.

Step 1: Take 150 million (total month numbers) and divide that by 50% to estimate homepage visits.

Step 2: Divide that by 30 days.

Step 3: = 2.5 million homepage mention.

Return on Investment

Go beyond using coverage-level metrics. Break through the surface and keep tabs on what your company values. Utilize UTM (Urchin Tracking Module) parameters and its five types (source, medium, campaign, term and content) to track specific metrics. Backlinking can also be useful as pages with a high number of backlinks tend to have high organic search engine rankings.

Want to take your data to the next level? Visit the public relations services tab on our website to find out how The Communications Group can help.

Huddle Up is a blog series from The Communications Group based on presentations from our bi-weekly Huddle meeting. During this meeting, our account services team gathers to continue learning about professionalism and trends in our industry, so we can continue providing our clients with the best and most relevant work.

Amber Austen

Amber Austen

Amber took on the role of our intern during the fall semester of 2022 as she wrapped up her senior year at the University of Central Arkansas. Amber has a passion for writing, enjoys learning new things and is always up for a challenge.