PR guiding the use of data science to build evidence-based narratives that strengthen authority and influence
Textual Comunicação has just launched DATAtelling, a solution that combines data science and public relations to identify relevant information and arguments capable of informing communication, thought leadership, and advocacy strategies. It is particularly well suited to areas such as healthcare, education, and infrastructure, among others, where large public datasets are available.
“What sets DATAtelling apart is that communication intelligence guides the use of data science, with the goal of building narratives based on concrete evidence that strengthen the authority and influence of companies and their spokespersons,” says Carina Almeida, Managing Partner and President of Textual Comunicação.
The new product is the result of a partnership between the agency and data scientist, professor, and journalist Fábio Vasconcellos, who holds a PhD in Political Science from UERJ. “Based on each company’s strategic question, we investigate whether there are public datasets related to the topic. When relevant sources are identified, these datasets are selected and analyzed, turning spreadsheets, tables, charts, and statistical tests into consistent and accessible arguments,” Fábio explains.
The content generated in DATAtelling reports can be used by clients in a variety of ways, ranging from bylined articles in the media to presentations at events or direct engagement with key stakeholders. DATAtelling can draw on aggregated datasets or microdata, which involve different levels of complexity. This context also helps determine the delivery format, which may consist of a single report or a series of reports developed over several months.
As an example, Fábio highlights relevant evidence identified on the state of technical education in Brazil, based on an analysis of microdata from the 2024 School Census, a dataset containing more than 200,000 rows. “After carrying out several cross-analyses, we decided to examine dropout rates at schools that offer only technical education and compare them with those at schools that provide only traditional secondary education,” the data scientist says.
DATAtelling’s analysis found that technical education in Brazil, at schools exclusively offering this type of enrollment, has a dropout rate 67% lower than that recorded at regular secondary schools. “This evidence points to the strong potential of technical schools to retain students. State-level analyses also revealed additional regional nuances that are highly relevant to companies and organizations operating in the sector,” Fábio adds.
At a time when GEO (Generative Engine Optimization) is gaining importance and LLMs are increasingly becoming central tools for how people search for information and make decisions, evidence-backed communication takes on an even more strategic role.
“After all, evidence creates stronger narratives, which build authority. And authority strengthens reputation — including within AI systems,” concludes Carina Almeida, Managing Partner and President of Textual Comunicação.
