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Olivera Petrović, Chapter 4: Everything you didn't know about Monday - or how important data is to us

10/28/2024   •   Blog
Olivera Petrović, Chapter 4: Everything you didn't know about Monday - or how important data is to us
In most parts of the world, Monday is the first working day of the week. It is located between Sunday, which counts only halfway because already after Sunday lunch pre-Monday anxiety sets in, and Tuesday, a day that is neither here nor there. 

At the same time, it is also the day when, due to more sleep during the weekend, we are paradoxically more tired. Also, it is the day when on average 50% of people are late for work, and the rest are 30% less productive. It is also the day when we have a 20% higher chance of having a heart attack. 

But not all statistics about Monday are so negative. This is the best day to buy a car (so say the research), the most popular day for online shopping, and generally the least rainy day of the week. 

It is the day that in PR is considered one of the least adequate for hosting events (because it is not okay to remind the guests, who fell into anxiety because of Monday, about tomorrow's event). But it is therefore ideal for collegiums, meetings or planning. 

And speaking of planning, where do we start it if not from the data, what we are guided by, and what we take into account? I took into account that this text comes out on Monday, that you are probably in the same post-weekend mood as me, that you need something to motivate you, to inspire you, to be unpretentious, but not superficial, to maybe put a smile on your face, but also makes you think. 

And that's the context for just one text. And then think about how many different data, factors, and insights we take into account when planning a campaign, a strategy for the whole year, or a complex event. We PR people can truly call ourselves superheroes. We combine the incompatible, we spontaneously analyze and we are able to put it all in the context of the industry from which our clients come, and it seems very natural. 

And here I will refer once again to the importance of data, those that come from research, on a relevant target group and a good sample. The agency's practice has shown us how eager the media are for such illustrated information. Specifically, we dealt with the topic of health among Generation Z. We did not come across similar research locally. For the needs of one of the clients, we conducted serious national research, with a significant sample and obtained insights that give the client a picture of where they are in the perception of this target group. Still, we have a lot of interesting data that we have successively released to the media through announcements and infographics. Of course, a good synthesis of data, a great narrative, and good timing for the placement of such information helped us to make our topic one of the significant media topics all summer. 

And that's why I'll summarize here with a simple sentence - data is important. Some we may intuitively sense. It is much better if we get to the precise ones through research. But when we have all that at our disposal, it is important to provide a context that is informative, educational, expert, but also unpretentiously written, and placed at the right moment. 

The text was originally published on the InStore website.