How to tell data-driven stories in a snappy way

Tips on cutting through boredom in an age of shorter attention spans.

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During Ragan’s Future of Communications Conference last November, Tiffany Guarnaccia, founder and CEO of Kite Hill PR led a discussion on how communicators can cut through the noise to help tell their data-heavy stories in a way that’s effective in a world with minimal attention spans for content. Guarnaccia was joined on stage by Matt Ward, head of communications at Corebridge Financial, and Trovon C. Williams, senior vice president of marketing and communications for the NAACP.

The group spoke about how to impact audiences with smart data within messaging campaigns, understanding audience behavior and acting on it, and much more.

At the top of the conversation, Guarnaccia asked the panelists about their strategies for reaching audiences by harnessing data. Williams said that much of the success of a data-driven story campaign lies within the groundwork and approach.

“If you’re doing it correctly, the mechanisms activate themselves,” he explained. “The tough part is sitting still long enough as creators who have a great idea or concept that you want to operationalize quickly.”

A keen understanding of the audience can also help cut through some of the boredom that can happen within audiences around raw data.

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