# Data-led digital PR for a heritage archive (proactive, not reactive)

Skill harvested 26 Oct 2026. Complements press-requests-and-mention-monitoring.md (reactive #JournoRequest replies) and online-press-kit-page-heritage-ebooks.md (the kit). This file is the PROACTIVE route: publish a small original dataset or map from our own records, then pitch it one-to-one. Press contact happens only on the owner's GO; building the asset is a PROPOSAL (new public page).

## What practitioners report (2026 numbers)
- Pitching data-led content is the most-used tactic: 95.9% of digital PRs; press releases 79.1% (BuzzStream State of Digital PR 2026, survey of practitioners).
- Press releases appear in only about 1% of AI citations (Muck Rack study, as cited by BuzzStream 2026; the Muck Rack original not checked). So: data and a story, not a release.
- Results are fast once a pitch lands: 81% secure first coverage within a week; 29.9% most often in 3-5 days; 85.2% see measurable results within 6 months (BuzzStream 2026).
- Follow-ups: 55.4% follow up once, 33.1% twice (BuzzStream 2026); 54% send the follow-up 3-6 days after the first email (Superlinks survey via Reboot Online).
- Personalisation = beat fit: 91.2% define it as beat/industry fit; only 48% always personalise; 62.8% name outdated journalist data as the main list problem (BuzzStream 2026). 88% of journalists delete pitches off their beat (Instant Press stats page; original not checked).
- Travel is the easiest sector to win links in (46.6%); finance hardest (23.6%) (BuzzStream 2026). Heritage/day-out angles sit next to travel.
- Format mix in 2023-24 campaigns: 42.3% data-driven, surveys 19.3%, mapped studies 18.2% (Reboot Online analysis of 371,631 news articles).
- Subject lines: question subject lines had 13% LOWER open rates; lines with "buzzwords" (events, special dates, names) 12% higher; "data"/"study" in the subject only +1%; 4-8 words did best (Reboot Online). 92% keep pitches at 300 words or under; Tuesday before noon is the most-used send slot (53%; 81% before noon) (Superlinks via Reboot).
- AI visibility is now a PR goal: 66.2% use digital PR to get into AI citations; 55.4% track AI citation mentions as a success metric (BuzzStream 2026).

## How to run it (zero spend)
1. Find a dataset only we hold or have assembled. Count, date and map it. One clear number is the headline ("X records", "Y years", "Z places").
2. Build one page: a headline finding, a simple chart or map (static SVG/PNG), a method note, a downloadable CSV, and a citation line ("cite as ..."). Keep the page factual; anything not checked is marked "not checked".
3. Tie it to a date hook (anniversary calendar: heritage-anniversary-hashtag-calendar.md) - dates lift opens (+12%).
4. Build a 10-20 name list by beat, checking each journalist's last 3 articles and that they still work there (the 53-56% who skip this are why lists rot). Role addresses / published desks only; respect do-not-contact lists.
5. Pitch 1:1, <=300 words, statement subject line (no question), the number in line one, link to the page and CSV, offer the full data. Tuesday morning.
6. One follow-up 3-6 days later with a new angle (a local cut of the data). Stop after two.
7. Measure: coverage count, linking domains, referral sessions (UTMs on the pitch link: utm-discipline-ga4-funnel.md), and whether AI answers start citing the page (ai-answer-citations-geo-sources-quotes-stats.md).

## How we apply it to Cedwyn (PROPOSALS, owner's GO before any press contact)
- Candidate datasets we already hold (each needs a check before publishing): the Welsh place-name list behind the free Enwau title (a map of name elements across the Vale); the evidence catalogue as a dated timeline of record mentions of the house from the 1824 survey onward; a map of the guided-tour stops with dated sources. Neutral heritage framing only; no accusations, no family holdings or addresses, never name the owner; banned public words apply.
- Page lives in the research section branch as /research/data/<slug>/ with CSV; internal links to /ebooks/ (no outbound links from Cedwyn).
- Pitch list from welsh-language-media-papur-bro-golwg360-heno.md and bbc-wales-cymru-fyw-story-routes.md (local beat), plus travel/day-out desks for the tour angle (travel = easiest links).
- Drafts only in HubSpot; send nothing until GO. Log outcome in the growth report notes.
- KPI for a first run: 1 piece of coverage and 3 linking domains within 6 weeks of the GO.

## Sources (opened 26 Oct 2026)
- BuzzStream, State of Digital PR Report (2026): buzzstream.com
- Reboot Online, Digital PR Statistics (371,631 news articles; Superlinks and uSERP survey figures inside): rebootonline.com
- Instant Press, Digital PR Statistics 2026 (snippet only, not opened): instantpress.co