MANILA, PHILIPPINES — Grupo Agatep Chairman and CEO Norman Agatep, APR, underscored the transformative role of data in shaping brand narratives at the 32nd National PR Congress, organized by the Public Relations Society of the Philippines (PRSP) last September 11–12 at Solaire Resort North.
Speaking before an audience of PR and communications professionals, Agatep, who also chaired the two-day congress and currently serves as PRSP’s Vice President-External emphasized that data is not the story itself, but rather the foundation on which compelling brand narratives are built.
“Data storytelling requires selecting the right data points, drawing correlations, and molding them into a coherent, captivating story,” Agatep explained. “The data points themselves are not the story—your ability to weave them into a narrative is what makes the message powerful.”
In his presentation, Agatep outlined six best practices for communicators seeking to maximize the impact of data-driven storytelling:
- Let the data speak and uncover the hidden story. Data gains power when it naturally supports the narrative.
- Tailor stories to the audience. Aligning with the audience’s values ensures resonance and engagement.
- Choose data that aligns with brand messaging. Focus on relevant information that supports a single-minded story.
- Analyze for patterns and relationships. Identifying meaningful insights elevates stories beyond facts.
- Use visuals effectively. Clear, creative visualizations make complex data accessible and emotionally compelling.
- Humanize the data. Frame insights around real experiences to foster trust, empathy, and connection.
Agatep urged communicators to view data not as a daunting set of numbers but as an ally in crafting narratives that matter. “All you need is to examine data with a human heart,” he said. “Don’t be intimidated – let your feelings guide you in transforming figures into stories, and logic into magic.”
He concluded by stressing that data-driven storytelling empowers brands to deliver meaningful content, foster stronger consumer relationships, and drive measurable business results.
