Data helps align PR directly to business objectives: Rozelle Laha of CoinSwitch

We believe that data insight and analysis are keys to understanding the problems we face, making better decisions, and telling more effective stories. In 2022, data rather than gut guides communications strategies, press outreach, and campaigns. With that in mind, we are launching a brand new initiative, “Data Champions in Communications- Interview Series,” featuring communications and marketing professionals to discover how they collected and analyzed data and told the stories. In our first chapter of  ‘Data Champions in Communications’, we caught up with Rozelle Laha, Senior Manager-Strategic Communications and PR of CoinSwitch.

1. How did you come to communications?

I started my career as a journalist working for an education news portal. Then, I worked with mainstream newspapers, magazines, news portals, including Hindustan Times, Mint, Fortune India magazine, and The Ken. A business enthusiast and storyteller at heart, I joined Future Group to lead communications for their FMCG business and worked closely with the promoters. This role was more than a PR job. As part of various management team meets within the organization, I learned priceless lessons on entrepreneurship and leadership. I quit Future Group to head corporate communications for a Tiger-Global-backed skill-based gaming startup before joining CoinSwitch. I have always enjoyed building teams, setting up operations, working in a fast-paced environment. It has been an amazing learning experience, building the PR function at CoinSwitch, the largest Crypto unicorn in India today.

2. When was your first interaction with data? What did it mean to you?

I am a data believer. Well collected and analyzed data helps you have structured conversations and have a solution-oriented approach to everything. What it means to me — one word: Trust.

My first experience with data was in journalism. I started my career working as part of core teams at leading publications that published annual b-school and engineering rankings. The experience of working with large data sheets helped a lot in my business journalism days later.

In PR too, I continue to use reliable data to make every decision. It just makes life easier. It helps align PR directly to business objectives and measure impact.

3. How did you start using data in delivering your campaigns?

I started using data and metrics to analyze competition, set benchmarks.

4. Did data help you in solving challenges in comms?

Big yes. Communicating corporate reputation has tangible and intangible elements. Business leaders understand data. In my opinion, the only way you can answer the “how did PR contribute to this business goal” question is with data. You define the KRAs, media objectives, align on what success would look like, and work towards achieving it.

5. What is the most important metric for you?

I feel, for me, the most important metric is tracking the positive share of voice [stories not just brand mentions].

6. What tools are your favorite to get data insights?

I work with multiple tracking and insights agencies but rely on a mix of tools for accuracy. It would be tough to name any one-stop tool for PR data insights.

7. How do you see data in comms evolve?

Corporate communications and PR have moved from the basement to the boardroom. Especially in built-to-last companies, corporate communications and PR is imperative to business performance and key to building legitimacy. Data will enable communicators to build agile, scalable, and sustainable communications strategies.

8. Would you like to share three things that work for any brand?

I would say—

1. Align communications objectives to business goals.

2. Define success, and

3. Use reliable and relevant data to communicate impact.