One of the most common challenges I hear from business owners and entrepreneurs who are trying to get media coverage is figuring out what makes their story newsworthy, now.
They know their business. They’re passionate about what they do. They have something interesting to share.
But they’re not always sure how to turn that into a story a journalist will want to cover.
My advice is often: Look for the data.
Sometimes, all it takes is one strong statistic to turn an otherwise ordinary media pitch into something much more compelling.
And you don’t necessarily need to commission an expensive research study to find it.
Don’t Just Tell a Journalist Something Is Trending. Show Them.
Let’s say you own a business in the wellness industry and want to pitch a story about growing interest in a particular service.
You could write:
“More consumers are interested in wellness services than ever before.”
But what does that actually tell a journalist?
Not much.
It’s a broad statement that could apply to almost anything, and there’s nothing to back it up.
Now imagine you could say:
“Searches for [a particular wellness service] have increased 70% over the past year, according to Google Trends.”
That’s a much stronger starting point — assuming the data supports the claim.
Suddenly, you’re not simply telling a journalist that something is becoming popular. You’re providing evidence that people are actively looking for it.
That gives the journalist a reason to pay attention and something specific to explore.
The difference is demonstrated interest.
A strong pitch doesn’t just suggest that a topic matters. It helps show why it matters, who’s interested and why it might be worth covering now.
Where to Find Data That Supports Your Media Pitch
The good news is that there are plenty of places to look for supporting data, and many of them are free.
Here are a few I recommend exploring when you’re developing a media pitch.
1. Google Trends
Google Trends is one of my favourite places to start when I’m looking for evidence of growing interest in a topic.
It allows you to explore search interest over time, compare search terms and narrow results by geographic location.
For example, if you’re pitching a story about a particular home renovation trend, you might look at how search interest has changed over the past year.
Has interest increased? Is there a seasonal pattern? Are certain regions showing greater interest than others?
That information can help you identify a story angle that goes beyond simply announcing what your business offers.
One important distinction: Google Trends shows relative search interest, not the actual number of Google searches. Its index is normalized on a scale of 0 to 100. If you’re using the data in a pitch, be accurate about what it represents.
And don’t assume every increase is a meaningful trend. Look at the broader pattern and whether it supports the story you’re trying to tell.
2. Consumer Trends and Industry Reports
There is a tremendous amount of research published by industry associations, research organizations, consulting firms and other credible sources.
Depending on your industry, you may be able to find recent data about:
- Changes in consumer spending or purchasing habits
- Emerging lifestyle and wellness trends
- Shifts in workplace behaviour
- Small business challenges and opportunities
- Changing attitudes toward particular products or services
For Canadian businesses, Statistics Canada can also be an excellent source of information.
The key is finding research that’s relevant to your pitch and the audience of the publication you’re approaching.
A national statistic might be helpful if you’re pitching a national outlet. But if you’re approaching a local journalist, consider whether you can find data that’s specific to their province or city.
The more relevant the information is to their audience, the more useful it becomes.
3. Surveys and Recent Research
Surveys can also provide interesting story angles, particularly when they reveal something unexpected about consumer attitudes or behaviour.
For example, a recent survey might show that consumers are prioritizing one type of purchase over another, or that attitudes toward a particular issue have changed significantly.
That can create an opportunity for a business owner or expert to provide commentary, explain what’s driving the shift or offer practical advice.
Be selective about the research you use, though.
Look at who conducted the survey, when it was completed, how many people participated and whether the results support the claim you want to make.
A compelling statistic loses its value pretty quickly if a journalist can’t verify it.
4. Don’t Overlook Your Own Business Data
This is an area I think many businesses overlook.
Depending on the nature of your business, you may already have access to information that could support an interesting media pitch.
Think about what you’ve observed through your own sales, customer inquiries, bookings or website analytics.
For example:
- Have requests for a particular product or service increased significantly?
- Are customers asking for something they weren’t asking about a year ago?
- Have you noticed a change in purchasing patterns?
- Is there a seasonal trend in your business that might surprise people?
- Are certain services suddenly receiving more inquiries?
Let’s say a local business has experienced a 40% increase in inquiries for a particular service compared with the same period last year.
That could be an interesting starting point for a media pitch, especially if the business owner can explain what’s driving the change and connect it to a larger consumer trend.
Of course, one business’s experience doesn’t necessarily represent an entire industry.
But it can provide a useful local example of something that may be happening more broadly.
If you use your own business data, make sure the numbers are accurate, the comparison is meaningful and any customer information is properly anonymized.
You don’t need to reveal confidential business information to tell an interesting story.
Lead With Your Strongest Statistic
Here’s another mistake I see: businesses find a great statistic but bury it halfway through their pitch.
Don’t make a journalist work to find the most interesting part of your story.
If you have a compelling piece of data, put it near the top.
Ideally, use it in your subject line or opening sentence.
For example, compare these two approaches.
Pitch A:
“Hi, I’m reaching out on behalf of a local business owner who would love to share her thoughts on the growing popularity of home organization.”
Pitch B:
“Story Idea: Searches for [specific home organization topic] have jumped 70% over the past year.”
The second example immediately gives the journalist something concrete to consider.
There’s a clear story angle, a measurable change and a reason to investigate what’s happening.
The 70% figure here is illustrative, not an actual research finding. You would need to verify the number and explain the source before using it in a real pitch.
Your opening paragraph could then provide more context, introduce your expert and explain why the trend matters to the journalist’s audience.
A strong statistic won’t do all the work for you, but it can make a journalist much more interested in reading what comes next.
Make Sure Your Data Is Credible and Recent
Not all statistics are created equal.
Before you include a number in your media pitch, take a few minutes to verify it.
I always recommend checking:
The source: Is the information coming from a credible organization, recognized researcher or reliable dataset?
The date: Is the research recent enough to support the story you’re pitching? A five-year-old statistic may not be particularly useful if you’re trying to demonstrate a current trend.
The context: Does the data actually support your claim, or are you making assumptions based on the numbers?
The relevance: Does the information apply to the geographic market, industry or audience you’re targeting?
And when possible, link directly to the original research rather than an article that references it.
Journalists need to know where information comes from, and making it easy for them to verify your claims is always a good idea.
Data Is the Hook, Not the Whole Story
It’s important to remember that a statistic alone doesn’t guarantee media coverage.
You still need an interesting angle, a clear connection to the journalist’s audience and, ideally, someone who can add useful perspective.
A journalist may be interested in a statistic showing a shift in consumer behaviour, but they’ll also want to understand why it’s happening and what it means.
This is where your expertise comes in.
If you’re a business owner who works directly with customers experiencing that shift, you may be well positioned to provide insights, examples or practical advice.
The data gets the conversation started. Your experience and perspective help turn it into a story.
The Next Time You’re Stuck on a Pitch, Start With the Evidence
When you’re struggling to come up with a compelling media angle, resist the urge to keep rewriting the same generic pitch.
Instead, spend a little time researching the topic.
Look at Google Trends. Explore recent industry reports. Search for consumer research. Review your own business data.
Ask yourself:
- Is there evidence that interest in this topic is increasing?
- Has something changed recently?
- Is there a surprising statistic that challenges what people assume?
- Can I connect this information to something happening in my industry or community?
- Do I have the expertise to explain why this matters?
You might find a statistic that gives your existing pitch a much stronger hook. Or you might uncover an entirely different story angle you hadn’t considered.
Either way, you’re approaching media relations from a much stronger position.
Because telling a journalist something is important is one thing. Showing them why it’s important is far more compelling.
