There are over 3.5 billion searches on Google alone every day. Each one represents an audience insight opportunity, which can be used by PR professionals to ensure their creative lands. From everyday questions like ‘how to make salsa’, to private fears and hankerings, like ‘how do you kiss a girl?’ - people use the internet to find information they wouldn’t share with friends, focus groups, surveys… or even tell their doctor.
When used right, Google data can help us to understand people and this leads to unique story angles, helps us convince journalists to write a story, and even identifies unlikely influencers. But sometimes search insight methodology can miss the mark - resulting in PR around a pitch for all the wrong reasons.
So when is it a good proxy for public opinion, and how do you use this information to launch campaigns that really resonate with people?