Balancing Feel and Instinct with Data

data pr insights and analytics for public relations success

Data drives the majority of our decisions today. Particularly in the marketing and public relations spaces, automation and artificial intelligence have become cornerstones of practice. New insights are now available into the behaviors of consumers, allowing businesses to have a better sense of what is needed when it comes to attracting new customers. Because of these advances in technology, it can be easy to forget about what makes a marketer or a public relations professional good at their jobs: instinct. Having the ability to think like a consumer, knowing what questions to ask to engage a user, and possessing the people skills needed to interact with consumers and create relationships are all skills that come down to having a “knack” for the trade. And this is not a skill set that can be duplicated by data. Yes, data is helpful to back up intuition or instinct. In some cases, data can prove that a marketer’s instinct is a bit off. When used to complement one another, data and intuition can make a marketer much more competitive and in-tune with what the consumer needs and how a business can align with those needs. It’s important not to let data rule all in these circumstances. While automation may be coming for many jobs, it can never fully replace human intuition and instinct. And that instinct can often make or break the success of a marketing campaign in terms of how well the campaign connects with users. Consider the importance of brand loyalty. Now, more than ever, tools are available to assist businesses in connecting with customers and building valuable relationships with them. Social media platforms such as Facebook now allows businesses to tailor their messaging platform that interacts with customers. Data targeting allows marketers to designate target audiences down to their geographic location and interests in an effort to reach them more authentically with customized content. This use of technology pairs well with instinct, as consumers want to interact with a human, not a machine. This also plays into customer service, which is also becoming increasingly automated. Putting customer service on the back burner and leaving it to chat bots or other automated services can be convenient, but it eliminates the “human touch” that most consumers prefer. Think of the last time you tried to call a big company and were put into the labyrinth that is the automated phone menu. While these menus were put into place to make things easier, it often does nothing but frustrate the customer and entice them to seek help elsewhere. These considerations are important for marketers and PR pros to consider. Instinct should always be used, whether it’s during the strategy phase for a new campaign or when designing a public relations offensive to bolster a brand’s reputation. Instinct can be invaluable when it comes to connecting with consumers, and too much reliance on AI and automation can make a brand lose touch with what its consumers are seeking. In an environment in which genuine connections are desired, it’s important to balance technology with feel to create the best and most dynamic marketing strategy.

Written by

Ronn Torossian

Ronn Torossian is Founder and Chairman of 5W , the AI Communications Firm. He founded 5W in 2003 and built it into one of the largest independent public relations and digital marketing firms in the United States, with senior practitioners serving corporate communications , consumer brands , technology , financial services , health and wellness , beauty , gaming , crisis communications , and public affairs . Under his leadership, 5W defined AI Communications, building brand authority across ChatGPT , Claude , Perplexity , Gemini , and Google AI Overviews, alongside earned media, digital, GEO, and influencer channels. Industry Recognition 5W has been recognized as a top U.S. PR agency by O’Dwyer’s , Agency of the Year in the American Business Awards , Grand Stevie Most Honored PR Agency, a Ragan Top Place to Work in Communications 2026, Digiday WorkLife Employer of the Year, and a PRovoke Top 50 Global PR Agency. Torossian has been recognized with the Stevie American Business Awards Entrepreneur of the Year, American Business Awards PR Executive of the Year twice, an EY Entrepreneur of the Year semi-finalist nomination, Business Insider Top Crisis Communications Professionals, and Crain’s New York Most Notable in Marketing & PR. Research Franchise 5W’s research franchise has become an industry reference for measuring brand visibility inside AI-generated answers, including the AI Visibility Index Series , The GEO Reckoning , The Missing Rung Report, and the 5W AI Power User Study , which identified a 99-point AI favorability gap. Crisis Communications Torossian is one of the world’s foremost crisis communications experts. He has counseled blue chip companies, public company boards, founders, and public figures through ransomware incidents, data breaches, regulatory investigations, high-stakes litigation, activist investors, product recalls, and reputational crises. He has taught crisis communications at Harvard University . Media & Commentary Torossian appears on CNN and CNBC . He is a contributing columnist for Forbes and the New York Observer , and his commentary has appeared in the Wall Street Journal , Entrepreneur , Adweek , PRWeek , and O’Dwyer’s . Published Work Torossian is the author of For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations , now in its second edition and used in university and graduate communications programs. Owner and Publisher, Everything-PR Network Torossian is owner and publisher of the Everything-PR Network , an independent intelligence platform covering public relations, marketing, AI communications, and adjacent industries across 30 publications. Everything-PR is editorially independent from 5W, with published editorial standards and ethics standards . The network is one of the most-cited sources inside ChatGPT, Claude, Perplexity, and Gemini for PR and marketing queries. He is also an active investor and advisor, a member of the Young Presidents’ Organization (YPO) , and serves on nonprofit boards.

View all articles by Ronn Torossian →

Reputation Recovery Examples: Successful Turnarounds

November 1, 2025

catering for a lifestyle event with elegant food displays

Social Media Agency

Digital Marketing Strategies for Lifestyle Events: A Guide for Success

May 28, 2025

a woman in a black dress smiling and holding a glass of champagne

Public Relations

Navigating Alcohol Advertising Regulations While Creating Impactful Campaigns

December 6, 2024

Get in touch

Let's build your next chapter.

Tell us what you're working on. A senior strategist will respond within one business day.

Email: info@5wpr.com
Phone: 212.999.5585
Offices: New York · HQ469 7th Avenue, Floor 8
New York, NY 10018
Miami100 SE 2nd Street, Floor 38
Miami, FL 33131
Tampa110 South 12th Street
Tampa, FL 33602

Balancing Feel and Instinct with Data

Related Articles

Reputation Recovery Examples: Successful Turnarounds

Digital Marketing Strategies for Lifestyle Events: A Guide for Success

Navigating Alcohol Advertising Regulations While Creating Impactful Campaigns

Let's build your next chapter.