Too often, brands are doing PR for PR’s sake. They chase noise rather than the strategic cut-through required to achieve business objectives. Quite frankly, that is not sustainable.
Communications must be part of an overarching strategy that moves the business forward. As we head into a new year, marketing teams must interrogate their spend. They must ensure every pound is working as hard as possible.
This is where freedom of information (FOI) requests come to the fore. They are no longer just a media tool; they are a foundational element of AI search engine optimisation.
Supercharging data storytelling
By definition, FOIs provide data sourced from the public sector that hasn’t previously seen the light of day. Journalists absolutely love them. They provide access to unearthed insight, usually regarding how taxpayer money is spent or where government bodies are failing to adhere to legislation.
Focusing on FOI requests, rather than traditional third-party data stories, acts as a gateway to national journalists. It levels the playing field in a space that is more competitive than ever.
For example, a femtech start-up could conduct an FOI to NHS Trusts. They could uncover the spend on digital health solutions focused on women’s health versus men’s health to showcase the disparity. That level of strategic, data-driven storytelling immediately highlights the brand’s authority.
Beyond the buzzwords: The AI shift
In the CommsTech age, marketers need to look beyond solely earned coverage as a metric for success. The rise of generative AI platforms like ChatGPT, Gemini, and Claude has fundamentally changed how people consume information.
We are moving from a world of traditional search to AI search optimisation.
McKinsey data shows as many as 55% of consumers are already using AI search to make purchasing decisions. FOIs are pertinent here because AI models prioritise authoritative, unique data. They need facts to cite.
When a brand publishes exclusive government data, they become the primary source. This is the holy grail of AI search engine optimisation. At a time when people want to hold the public sector to account, brands running strategic FOI campaigns will witness increased exposure via AI-generated results.
Balancing earned and owned
When done well, FOIs span the gamut of earned and owned media. This enables multi-channel, highly targeted marketing campaigns.
Yes, brands should look to secure a national or broadcast exclusive. However, that shouldn't be the only consideration. Owned channels offer a criminally untapped opportunity for any brand looking to act as their own AI search optimisation agency.
Take the femtech start-up example. The coverage secured increases eyes on the brand. But what do those eyes see when they reach the website? If there is no depth there, bounce rates will become uncomfortably high.
Instead, brands must take a multi-channel approach:
- Social media: Create visual postcards to showcase key data.
- The website: Produce a gated, fully designed whitepaper. Use the findings as a basis for in-depth analysis that speaks directly to the target audience.
The future of data PR
Taking an owned channel approach raises a one-off comms moment into a fully-fledged campaign. It increases brand awareness, drives social engagement, and captures leads via the website.
Most importantly, it creates a repository of high-authority content that search AIs love to digest.
So, at a time when people are increasingly interested in holding the public sector to account, demonstrated by a 15% increase in FOI requests from 2024-25, next time you are considering how to supercharge a campaign, look to the data. If you want a partner who understands the nuance of AI search optimisation, consider an FOI request. It is the true unsung hero of data storytelling.
