"You can prove the value of PR so long as you ask the right questions and have access to the right data."

On Wednesday, 6th September, in the Centre of Contemporary Art DOX in Prague, NEWTON Media’s clients had a unique opportunity to meet with Philip Lynch, Managing Director of NEWTON Insight (London, UK) and a professional with over 20-year-long experience in media research.

In his interactive presentation, Phil combined data from media campaigns, audience engagement and behaviour change to demonstrate how insight can strengthen marketing and communications strategy.

Case studies from Tesco, University College London and Santander illustrated how organisations are improving their understanding of the links between outputs and outcomes.

Phil described how PR teams can find more powerful insights in their existing data by thinking more creatively about their approach; “You don’t have to break the bank to do this. You have access to most of this data already.”

The event also underlined the importance of communications practitioners as storytellers to bring insights to life; “Don’t let data create a mystery. Communications has always been about the art of storytelling and right now data science needs that skill.”

AMEC Measurement Month

NEWTON believes better research empowers our clients to achieve better results. This is why we are supporting AMEC Measurement Month, a series of global events bringing together specialist agencies and communication professionals to share their knowledge and experience.