Whether it’s proprietary data or sourced externally, data-driven content is a staple in media, underpinning many successful stories. PR professionals have traditionally used surveys to gain insights into consumer behaviour, but these methods may have become oversaturated over time. In today’s climate—where media trust is low, and misinformation is widespread—it’s crucial to provide robust, credible data. Research from IPSOS Global Advisor highlights this need, showing that 45% of people in the UK have little or no trust in the media. Reliable data can strengthen your campaigns and build credibility.

Best Free Online Data Sources for Digital PR

With so much information available online, it can be overwhelming to find reliable data sources. Here’s a curated list of some of the best free resources to support your data-led digital PR campaigns.

Google Dataset Search

Google Dataset Search is an excellent tool for locating data from credible sources. You can filter by date, download format, usage rights, and topics, making it a versatile starting point. Top tips for using this tool include setting the filter to ‘free’ to quickly identify accessible resources and studying how top results describe the data to refine your search.

Office for National Statistics

The Office for National Statistics (ONS) provides official data on various UK topics, including population, employment, and business. Signing up for their release calendar ensures you receive timely updates on new data releases. If data isn’t structured in the way you need, contacting the bulletin curator can help you locate relevant information.

Google Trends

Google Trends analyses the popularity of search terms, allowing you to track trends by country, language, and sector. Use this tool to compare up to five queries dating back to 2004 and explore related search terms. The “Year in search” section provides inspiration by revealing national search behaviour on events and topics, which can be invaluable for spotting trends.

Statista

Statista aggregates data on industry reports, economic performance, and market trends, covering everything from streaming service subscribers to consumer habits. Although some data is premium, using their free source function allows you to trace statistics back to original reports, offering more data angles.

YouGov

YouGov conducts research across various regions, with polls covering politics, entertainment, technology, and lifestyle. Their free tools, including Ratings, Trackers, and Audience Explorer, offer a snapshot of public opinion, making it easy to tailor pitches and campaigns based on audience preferences.

Data.gov.uk

Data.gov.uk hosts information published by government bodies, covering health, transport, crime, and more. Their search function helps you navigate the data, and using the “published by” section allows you to identify the data’s source if a Freedom of Information request is needed.

WhatDoTheyKnow

WhatDoTheyKnow simplifies making Freedom of Information requests, publishing both requests and responses. Reviewing successful requests offers a template for your own queries and can provide insight into potential news stories and campaign ideas.

World Bank Open Data

The World Bank’s Open Data platform provides access to over 3,000 datasets on global topics, including population statistics and economic data. It’s ideal for exploring data trends or conducting feasibility checks for campaign ideas. Signing up for their newsletter allows you to stay updated on relevant data releases.

Hype Auditor

Hype Auditor is a social analytics tool that helps with influencer identification, engagement tracking, and detecting fake followers. While full access is paid, they offer a free basic report. This can help with assessing audience quality and filtering out influencers with artificially inflated metrics.

Influencer Marketing Hub

Influencer Marketing Hub is a resource for influencer analytics, providing tools like Instagram and TikTok engagement calculators. These free calculators are invaluable for determining pay-per-post rates and engagement levels, helping you select the right influencers for campaigns.

Reddit

Reddit functions as a discussion board where topics are upvoted or downvoted by users. It’s a great source for campaign ideation, as relevant subreddits like r/dataisbeautiful and r/infographics can inspire visual content ideas. Be sure to save posts that capture your interest, as it’s easy to lose track of favourites on this platform.

Exploding Topics

Exploding Topics uses data on search behaviour and mentions to identify emerging topics. The tool offers percentage growth figures and average search volumes, making it easy to track the rise of trends. Signing up for their newsletter provides regular updates on trending topics.

Centre for Cities

Centre for Cities is a think tank focused on maximising the economic potential of UK towns and cities. They share a wealth of city-specific data on topics like employment and air quality. Their research section shows links to publications that have cited their work, giving examples of how their data has been used in media.

London Datastore

London Datastore offers free access to data specifically about London, covering employment, housing, and environmental statistics. The area profiles section provides a borough-by-borough breakdown of data, making it an excellent resource for London-focused campaigns.

Craft

Craft aggregates financial data on large companies, saving time in finding financial reports. Setting up a free account allows you to follow specific companies, receive alerts on data updates, and track changes in their financial information.