By Dan Stainsby, Managing Director
What do Modern PR Teams Need
At Nudgestock 2025, the festival of behavioural science and creative insight hosted by WPP, one quote struck a chord with me, and it hasn’t let go since.
“Companies don’t have a data problem, they have a decision-making problem.”
— Daniel Hulme, WPP
As I sat typing this in front of a wall in our office proudly declaring “data-driven” and “tech-enabled,” I couldn’t help but laugh at the irony. Because Hulme’s point speaks to something that affects not just businesses at large — but the communications and media industry in particular.
The Illusion of Data-Driven Certainty
Today, organisations invest heavily in collecting and analysing data. Yet, access to data doesn’t guarantee better decisions. Often, the challenge lies not in having the data, but in knowing how to interpret it, and most importantly, how to act on it.
In PR, advertising, and marketing, this matters more than ever. The cultural and media landscape shifts quickly, and while data can provide context, it’s not a crystal ball.
As strategist Roger L. Martin put it:
“The implicit assumption of all data-driven decision-making is that the future equals the past.”
That’s a risk. Particularly in broadcast PR, where timing, tone, and public sentiment are constantly evolving, there’s a danger in clinging too tightly to retrospective patterns.
Why Data Literacy Matters in PR & Comms
The data literacy gap is another critical issue. Not every team member or client stakeholder is equipped to understand what the data really shows — or what it doesn’t. That can lead to one of two things:
Paralysis by analysis, where fear of misreading data leads to inaction
Or worse, poor decisions disguised as rational ones, based on misunderstood insights.
To thrive in today’s media ecosystem, we must pair data with critical thinking, not replace it.
Going Beyond the Data in Earned Media.
At markettiers, we work across earned media, radio, and broadcast content, and we’ve seen firsthand that data should fuel creativity, not handcuff it. The best campaigns emerge when insights and instincts work hand-in-hand.
Yes, we want to track what performs well. Yes, we measure reach, engagement, share of voice. But we also ask:
Does this message resonate right now?
Does it reflect cultural nuance?
Are we leading the conversation — or reacting to it?
It’s these questions that make the difference between campaigns that move numbers and those that move people.
What’s the Way Forward?
Promote a culture where:
- Data is respected but not feared
- Insights are accessible and actionable
- Creative freedom is informed, not boxed in
- Teams feel empowered to ask “what if?” — even if the data isn’t definitive
In other words: Don’t just collect data. Cultivate understanding.
Final Thoughts from Nudgestock 2025
The truth is, we’ll keep evolving our tools, platforms, and tech stacks — but no dashboard will ever replace the need for human judgement, editorial instinct, and creative bravery.
So yes, data is essential. But if we’re going to be truly “data-driven,” let’s make sure we’re steering — not just staring.
If you would like to speak to us about capturing the public’s attention through earned media, or maximising your next marketing campaign, get in touch.