Performance figures often reflect trends or events. This is of interest to the public and provides a golden opportunity for PR. For example, in 2016 the Otto Group analysed the click-through rates of its online shop during the European Championship matches involving the German national football team and packaged the results into stories – with success: publications including *Handelsjournal* and *w&v* picked up on the story.

Anomalies and changes in your data that you can place within a broader context – one that may not be immediately obvious – have news value and potential for stories. Do your sales figures reveal what customers are concerned about, the direction in which an industry is moving, or what is driving decision-makers or private individuals? These insights are compelling for journalists and readers alike and help you pitch your story to editors.

Analysis results and performance figures can also provide an interesting basis for your internal communications, when addressing your shareholders or other stakeholders. Furthermore, understanding your data is essential for being prepared for critical questions and being able to answer them with confidence.

Our tip: approach your controllers and exchange ideas. Then key figures will offer added value not only for marketing and sales, but also for your communications.

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Services: Internal Communication and Online Communication