[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fusing-data-in-outreach-conference":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":28,"head_links":412,"breadcrumbs":413,"reading_minutes":145,"category":420,"head":422},"2019-06-07T10:54:10",{"rendered":6},"\u003Cp>We often rely on our gut instinct as PRs to influence the way we work, from the types of campaigns to launch dates to language of outreach.\u003C\u002Fp>\n\u003Cp>And the reason we rely on guy feel, says \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FShannonMcGuirk_\">Shannon McGuirk\u003C\u002Fa> from Aira, is that it’s a nerve wracking time. We’ve worked on the campaign for months, we’re excited to launch but we’re unsure of what will happen – we therefore think about what’s worked before and lean on that.\u003C\u002Fp>\n\u003Cp>Shannon shared the Best Beaches According to Instagram campaign, which delivered 66 new links for their client. They relied on gut instinct and it worked.\u003C\u002Fp>\n\u003Cp>Then again, there have been campaigns which haven’t worked out. Shannon shared the ‘\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fuk.rs-online.com\u002Fweb\u002FgeneralDisplay.html?id=i\u002Fhow-much-oil-is-left\">how much oil is left\u003C\u002Fa>‘ campaign; she was still in her probation, she was excited to launch and she was convinced it would work. They launched in the summer of 2016 and, unfortunately, they launched that week – which meant no one cared about the campaign compared to Trump’s election.\u003C\u002Fp>\n\u003Cp>In another campaign, Paddy was unconvinced about the value of the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.express.co.uk\u002Flife-style\u002Flife\u002F734927\u002Fbrain-teaser-robin-reindeer-christmas-festive\">Robin and the Reindeer\u003C\u002Fa> piece, but Shannon went with her gut, launched and got great results.\u003C\u002Fp>\n\u003Cp>Two of the three campaigns Shannon shared worked. They were all based on gut instinct. But we only focus on the time when gut feel worked – we forget when it doesn’t.\u003C\u002Fp>\n\u003Cblockquote>\u003Cp>Relying on gut feel alone is inconsistent. We need to rely on data too.\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Ch2 id=\"tying-gut-instinct-in-with-data-for-results\">Tying gut instinct in with data for results\u003C\u002Fh2>\n\u003Cp>So, what’s the solution?\u003C\u002Fp>\n\u003Cp>Aira uses data and process to drive decisions.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4470\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FLN2EZVYe-IMG_6754-scaled.jpg?auto=compress%2Cformat&q=90\" alt=\"outreach conference shannon mcguirk\" width=\"4032\" height=\"3024\" \u002F>\u003C\u002Fp>\n\u003Cp>Aira analyse their data to understand what formats work.\u003C\u002Fp>\n\u003Cp>They also look at the sites on which they’re trying to rank.\u003C\u002Fp>\n\u003Cp>Shannon set up a scrape of 6 news sites to understand what they were using and sharing. Here’s what she scraped:\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-7968\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FDLaxS5AK-050720211625511743_IMG_6755-scaled.jpg?auto=compress%2Cformat&q=90\" alt=\"pr data scrape\" width=\"4032\" height=\"3024\" \u002F>\u003C\u002Fp>\n\u003Cp>She ended up with a huge amount of data which is shared below:\u003C\u002Fp>\n\u003Cp>We might assume that mid week is the best time to outreach a campaign. However, their data suggested that the most content went live on a Friday. So consider starting your outreach on a Wednesday – or even on a Friday morning.\u003C\u002Fp>\n\u003Cp>\u003Cem>Note from us on this: Interesting data, but making assumptions about how long it takes for a piece of content to be made live – checking when content goes live is great, but we at Impression also look at the data we collate through Buzzstream to understand when journalists open and respond to our emails to inform our outreach decisions.\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>They looked not only at launch times and dates, but at the journalists who tend to be most prolific in each sector.\u003C\u002Fp>\n\u003Cp>\u003Cem>Note from us: This is cool too, but journalists tend to be quite transient these days too and can write for multiple publications and move around a lot – what’s important is to find the journalist who is writing \u003Cspan style=\"text-decoration: underline;\">now.\u003C\u002Fspan>\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>The purpose of all this data is to better understand the times and places where you want to pitch. Relying on gut feel might suggest somewhere or sometime as better than another, but by using data, we can move toward better informed decisions.\u003C\u002Fp>\n\u003Ch2 id=\"summary\">Summary\u003C\u002Fh2>\n\u003Cp>Shannon encourages us all to use data to better inform our decisions.\u003C\u002Fp>\n",false,"standard",[10],45,[12],{"id":13,"name":14,"path":15},132,"OutREACH Conference","\u002Fblog\u002Fcollection\u002Foutreach-conference\u002F",[17],135,[19,20,21,22,23,24,25,26,27],"post-4469","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-pr","collections-outreach-conference",{"page_content_modules":29,"hero":141},[30,96],{"acf_fc_layout":31,"reduced":32,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":32,"title":33,"content":6,"authors":34},"blog_post_content",true,"Making headlines: Using Data to Supercharge your Outreach Efforts – Outreach Conf",[35],{"id":36,"path":37,"display_name":38,"job_title":39,"description":40,"avatar_url":41,"acf":42},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":39,"full_bio":39,"specialist_service_links":7,"photo":43},{"ID":44,"id":44,"title":45,"filename":46,"filesize":47,"url":48,"link":49,"alt":39,"author":50,"description":39,"caption":39,"name":51,"status":52,"uploaded_to":47,"date":53,"modified":53,"menu_order":47,"mime_type":54,"type":55,"subtype":56,"icon":57,"width":58,"height":58,"sizes":59},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":60,"thumbnail-width":61,"thumbnail-height":61,"medium":62,"medium-width":63,"medium-height":63,"medium_large":64,"medium_large-width":65,"medium_large-height":65,"large":66,"large-width":67,"large-height":68,"1536x1536":69,"1536x1536-width":70,"1536x1536-height":70,"2048x2048":71,"2048x2048-width":72,"2048x2048-height":72,"post-thumbnail":73,"post-thumbnail-width":74,"post-thumbnail-height":75,"12_col":76,"12_col-width":77,"12_col-height":78,"default_landscape":79,"default_landscape-width":80,"default_landscape-height":81,"default_portrait":82,"default_portrait-width":81,"default_portrait-height":80,"6_col_and_margin_short":83,"6_col_and_margin_short-width":74,"6_col_and_margin_short-height":78,"11_col_and_margin":84,"11_col_and_margin-width":85,"11_col_and_margin-height":78,"9_col_rectangle":86,"9_col_rectangle-width":87,"9_col_rectangle-height":88,"11_col":89,"11_col-width":90,"11_col-height":78,"staff_image_696_600":91,"staff_image_696_600-width":92,"staff_image_696_600-height":81,"rectangular_thumbnail":93,"rectangular_thumbnail-width":94,"rectangular_thumbnail-height":95},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":97,"reduced":32,"top_overlap":98,"bottom_underlap":98,"disable_observer":-1,"heading":99,"cta_text":100,"cta_link":101,"items":102},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[103,117,129],{"type_key":20,"title":104,"excerpt":105,"to":106,"postedAt":107,"readingTime":108,"image":109,"authors":110,"category":114},"How AI Search turned brand mentions into the new backlink","\u003Cp>Earlier this year, the Impression PR team attended the Digital PR Summit and had the opportunity to learn from some of the industry’s brightest minds, including Ryan Law, Director of Content Marketing at Ahrefs. His talk illustrated exactly why Digital PR and SEO are no longer just complementary disciplines. In the age of AI, they […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrand-mentions-ai-search\u002F","2026-08-24T15:20:39",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fsolen-feyissa-ECTqHPd7Afg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[111],{"name":112,"image":113},"Hannah Memmott","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002FHannah-Memmott.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":115,"name":116},"\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F","Digital PR",{"type_key":20,"title":118,"excerpt":119,"to":120,"postedAt":121,"readingTime":122,"image":123,"authors":124,"category":128},"Search has moved on. Has Digital PR?","\u003Cp>Why social search is reshaping the future of PR There was a clear theme at the Digital PR Summit this year: Search has already changed. That shift was brought to life in a standout talk by the brilliant Isa Lavahun, who unpacked how TikTok and social search are reshaping brand discovery. The way people discover, […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-has-moved-on-has-digital-pr\u002F","2026-05-06T10:41:56",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[125],{"name":126,"image":127},"Hannah Craig","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":115,"name":116},{"type_key":20,"title":130,"excerpt":131,"to":132,"postedAt":133,"readingTime":134,"image":135,"authors":136,"category":140},"Platforms for seamless SEO and Digital PR collaboration","\u003Cp>Your tech stack should be the connective tissue between creative outreach and technical precision. At Impression, we’ve built an ecosystem where industry-leading platforms and our own proprietary technology, like Velocity, work in tandem to turn qualitative coverage into quantitative growth. In this blog, we’re looking under the hood of our current toolkit. We’ll evaluate how […]\u003C\u002Fp>\n","\u002Fblog\u002Fseo-and-digital-pr-platforms\u002F","2026-04-29T10:22:16",15,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[137],{"name":138,"image":139},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":115,"name":116},{"type":142,"style":143,"heading":33,"date":4,"updatedAt":144,"reading_minutes":145,"image":146,"imageAlt":33,"categories":147,"collections":332},"blog-post","light","2022-02-07T16:48:22",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FDLaxS5AK-050720211625511743_IMG_6755-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[148],{"id":10,"count":149,"description":150,"link":115,"name":116,"slug":151,"taxonomy":152,"parent":47,"meta":153,"acf":154,"head_links":155,"resource_count":156,"yoast_title":157,"yoast_meta":158,"yoast_json_ld":202,"_links":300,"path":115},148,"\u003Cp class=\"p1\">Here at Impression, ongoing research and training is a huge part of how we keep our team up-to-date with the latest happenings in the world of digital PR. We regularly share our thoughts on the latest digital news right here on our blog, so you can keep up to date too!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","digital-pr","category",[],[],[],13,"Digital PR Blog | PR Tips, Advice & Guides | Impression",[159,161,164,167,170,173,176,178,180,182,185,188,191,194,196,199],{"property":160,"content":157},"title",{"property":162,"content":163},"description","Keeping up to date with the latest digital PR trends, strategies, and announcements can be difficult. 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