Data and research are one of my go-to strategies when it comes to creating a newshook for a media story. But where do you get this data from and how does collecting your own data work?  Sam Elshaug from Dream Data joins me to talk about the dynamic duo of words plus numbers, and how we can weave data and insights into our comms and PR pitches to increase confidence, authority and credibility to our voice. In this episode, we’ll cover how to add real depth to your media stories and by doing so, increasing the chance of them standing out (for the right reasons)]. Sam has been a corporate marketing professional, market research gal, student of innovation and project management boss for over 20 years in Australia (although she did live in the UK for a bit). She’s a self-confessed numbers nerd on a mission to teach biz owners to lean into the figures even if they don’t love them. She’s all about using market research and customer insights to power business growth through data driven decisions. Find Sam online https://dreamdata.com.au/  https://www.instagram.com/hellodreamdata/ Find Odette Barry online https://www.odetteandco.com.au/hackyourownpr https://instagram.com/odetteandco https://instagram.com/hackyourownpr