Is data the real powerhouse behind modern PR?

In a world where every scroll, search, and swipe leave a data trail, the future of PR doesn’t lie in better stories, it lies in smarter ones.

Over the past few years, I’ve had the opportunity to work more closely across the Omnicom network of agencies. It’s reshaped how I think about communications. Not because of the scale of the work but because of the quality of thinking, the tools at our fingertips, and the shared intelligence that removes the guesswork from strategy.

At a time when holding groups are consolidating and models are under pressure, that level of integration isn’t just a competitive edge; it’s a necessity.

We’re at a pivotal moment. Our value no longer lies in storytelling alone, but in how precisely we’re able to target, shape and elevate those stories in a world that’s constantly shifting.

For too long, PR has relied on static research and anecdotal insight, often filtered through biased algorithms or limited by our own digital history. That kind of approach narrows perspective instead of expanding it.

Today, influence is shaped in real time – and data is the proof. In the UAE, 100 per cent of the population is active on social media, 52 per cent turn to social platforms for news, and nearly half of the population look for information about brands and products on social platforms before anywhere else.

That behavioural shift isn’t a trend. It’s infrastructure. And it demands that we stop treating data as a post-mortem tool and start using it as a creative and strategic unlock.

Across our network, I’ve seen this in action. When we lead with data, not as a reporting function but as a source of direction, we build strategies that resonate, travel, and convert. Audience insight, behavioural patterns, media consumption – when used well – become creative catalysts.

This is especially true when communications and marketing aren’t treated as separate streams. When integration happens – across teams, tools, and budgets – we don’t just get alignment. We get impact.

And the smartest brands are catching on. By breaking down silos between comms and marketing and integrating their budgets, they’re unlocking not just efficiency, but effectiveness. McKinsey attributes a 10 to 30 per cent increase in marketing ROI to personalisation strategies. And personalisation is only possible when data, creative, media, and messaging are working in sync.

This isn’t about chasing metrics. It’s about understanding the motivations behind them and building strategies that earn attention because they deserve it.

In a region as fast-moving and digital-first as the UAE, more content isn’t the answer. Smarter content is. Stories shaped by how people live, scroll, consume, and connect, and guided by real behaviour, not assumptions.

The question isn’t whether data belongs in PR. It’s whether we’re bold enough to let it lead.

By Claire Lawson, Managing Director, Impact Porter Novelli