Search Data In Press Releases

There was so much to say about the ‘press release of the day’ (below) I thought I’d dedicate my newsletter to it, too.

Sharing analysis revealing the celebs that dominated beauty trends in 2023, it serves as reassurance – and a reminder – of who claims relevance and influence right now. It’s a useful resource for justifying whom I might continue to look to as inspirers in the space.

That said, I didn’t cover it. (Not unless we’re counting this, of course!) It may have brought my attention to the beauty and wellness bookings service Fresha who commissioned the research – and perhaps increased brand awareness was their aim, but I wasn’t compelled to run a list of last years’ most beauty-trending stars. It felt too ‘industry’ for my audience at Harper’s Bazaar.

For this reason, I’m not plugging the press release as a format you should look to replicate necessarily. Rather, I want it to highlight how such data can provide leads and hooks for us on both sides of the PR-journalist fence. Whether it’s for internal background research or for fuel to back up specific pitches, simple search volume analysis can go a long way.

Another press release I received this month demonstrates an alternative take on this. Titled: ‘Most frequently asked questions about meditation: answers revealed’, it shared a study conducted by meditation experts at Art of Living, which analysed the search volume for various terms related to the topic. Should I be planning a story on meditation, it’s the kind of research I’d conduct myself to help me identify key words to speak to. (FYI: I’d opt for writing about ones that are less competitive to rank for, yet still of key interest to my readers).

What I liked about this communication is how it brought expertise to the table, so beyond discovering a new brand I also noted them as potential sources for commentary.