IPRS Visits Tableau
Data can often be an unfamiliar and challenging topic for PR practitioners. Trained to be top-notch writers and relationship builders, data is sometimes an afterthought as we go about delivering our campaigns – especially since “PR value” can sometimes be difficult to measure. However, in a rapidly changing media landscape, data skills have never been more relevant as practitioners seek to deliver more value to clients and stakeholders.
Together with fellow IPRS members and friends, I got to learn more about how PR practitioners can use data to add impact to our stories and campaigns when we visited data visualisation software company, Tableau. During the session, expert data practitioners and communicators engaged the members in a dialogue that focused on using data for storytelling and communicating impact with data.
Mrinal Daryani, Team Lead, Product Consultants, Tableau, helped us navigate data by taking a deep-dive into data storytelling. He explained that using data to find a story, analysing information and simplifying ideas could create meaningful pieces of content. Through sharing a range of data stories spanning from hiring statistics in the Trump administration to property prices in Singapore, Mrinal demonstrated how data could be used to engage audiences.
“Data is literally everywhere,” Mrinal added. “The key is trying to search for and find interesting data stories that are relevant to our audiences. When we do this, we are able to add credibility to our content and engage both the rational and emotional faculties of our audiences.”
Tuck Weng Lai, Founder, Edge Digital, a data-driven digital and social media consultancy, focused on how PR practitioners can look at data analytics to make decisions and demonstrate impact. He shared a case study involving one of his clients to show how processed data enabled improvements to digital content and user experience on the client’s website.
“Staying passionately curious about data is important,” Tuck Weng added. “Without relevant data, we are all blind men feeling parts of things and coming up with conclusions. It is important for us to take a step back and take time to ask questions, hypothesize, test, and reiterate before we make any judgements.”
Overall, the session was a real eye-opener for me. I look forward to honing my data skills so that I can deliver more insightful and engaging campaigns!
Click here for more photos!
Group shot of the attendees and guest speakers of the IPRS Visits Tableau event.
From left to right: Robert Conceicao, President, IPRS Council 2017/2019, thanking speakers, Tuck Weng Lai, Founder, Edge Digital, Mrinal Daryani, Team Lead, Product Consultants, Tableau, and Marcus Loh, Director, Asia Pacific Communication, Tableau and IPRS Council Member.
Marcus Loh, Director, Asia Pacific Communication, Tableau and IPRS Council Member (third from left) presenting tokens of appreciation to guest speaker Tuck Weng Lai, Founder, Edge Digital (left), Robert Conceicao, President, IPRS Council 2017/2019 (second from left), and Mrinal Daryani, Team Lead, Product Consultants, Tableau (right).
The article was contributed by Christopher Wong, Communications Intern, SE10 LLP and Student Member, TP-IPRS Student Chapter.