Ideation can be one of the trickiest parts of digital PR. You think you’ve struck gold with a killer idea, only to discover it’s already been done - and probably more than once with a different hook. It’s easy to go round in circles trying to come up with something fresh, original, and headline-worthy.
That’s where Freedom of Information (FOI) data comes in. Sending FOI requests can unlock data no one else has tapped into yet. It’s a goldmine for exclusive angles, stats with news value, and sometimes even a cheeky story that gets a giggle from your team (and hopefully a journalist or two).
In this blog you’ll find out about what an FOI request actually is, how to make the most out of them and why it’s such a powerful tool (especially if you work in PR, journalism or content creation), as well as how to write a clear, well-aimed request that stands the best chance of getting you the data you really want - without wasting time going back and forth.
What’s in this article:
- What is an FOI request?
- Making the most of FOI requests in digital PR
- How to write a clear FOI request
- 2 examples of successful campaigns using FOI data
- Key takeaways
What is an FOI request?
FOI requests are formal ways to ask public bodies in the UK - like councils, the NHS or the police - for recorded information they hold. It’s all about offering public transparency, giving anyone the right to access data on everything from spending and decisions to unusual case stats.
In 2024, a total of 83,041 FOI requests were received by all monitored bodies. This is an increase of 18% from 2023, highlighting the growing reliance on FOI as a key source of information.
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The Freedom of Information Act (FOIA) officially came into force in 2005, establishing the constitutional and legal right for people to request information from public authorities.
For PR professionals seeking standout stories, FOI requests are an amazing resource, offering access to original, headline-worthy data that no one else has - perfect for creating content that gets noticed!
See the full list of authorities below:
- Government departments across England, Wales, Scotland and Northern Ireland.
- Local councils
- Schools, colleges and universities
- NHS hospitals, GPs, dentists, pharmacists, and opticians
- Police
- Fire services
- Publicly funded spaces like museums, galleries and theatres
- Public owned companies
Who can make an FOI request?
Anyone can submit an FOI request - you don’t need to be a Brit or explain why you want the information. Whether you're a journalist, PR professional, researcher, or simply curious, public bodies are legally required to consider your request and respond within 20 working days.
Which is something worth noting - if you’re working to a deadline or trying to get a campaign over the line, FOI requests can take some time! Make sure to factor in the 20-day response window, as well as any extra time you might need to review the information or follow up if your request isn’t fully answered.
What information can be requested?
FOI requests cover most types of recorded information from reports, emails and internal correspondence to drafts and meeting notes as well as audio and video recordings, images and scanned files from public authorities.
However, it's important to know that FOI only applies to information that is already recorded - public authorities aren't expected to create new data or provide personal opinions. There are also certain exemptions. Information might be withheld if it relates to national security, law enforcement, or commercial confidentiality.
Around 28% of FOI requests were refused between April and June 2024 because the cost of compliance exceeded the statutory limit, which is £450 or 18hours of work. While about 3% were withheld for being vexatious or repeated. This shows that while FOI is a powerful tool, it’s important to make requests focused and reasonable to avoid refusals and delays.
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Does GDPR affect FOI requests?
While FOI aims to make information more accessible, it still works alongside data protection laws like the UK GDPR and the Data Protection Act 2018. If an FOI request includes personal data, public authorities must weigh up the public interest in transparency against an individual’s right to privacy.
This means some information may be redacted or withheld entirely if releasing it would unfairly reveal personal details about someone - unless there’s a strong public interest argument for doing so.
Making the most of FOI requests in digital PR
FOI requests can be a powerful tool in PR campaigns, giving you access to data that isn’t easily available elsewhere. How you use them really depends on your industry, what story you’re trying to tell, and how you plan to present the information. Whether it’s uncovering trends, highlighting gaps in services, or backing up a campaign with hard facts, a well-crafted request can bring information that adds weight and credibility to your story.
Have a clear objective
Before you dive into an FOI request, it’s important to be clear about what you want to find out and the kind of data that will actually help you tell your story. Having a clear objective helps you focus on the data that will genuinely support your story or campaign. It also means you won’t waste time chasing irrelevant information or receiving overwhelming amounts of data that don’t add value.
A well-defined goal guides your entire process and will help ensure that the information you receive is useful, relevant, and actionable, making your campaign stronger.
If your objective is too broad or vague, you risk delays, refusals, or getting stuck sifting through data that doesn’t move your story forward. And if your goal is too narrow, you might miss out on important insights or trends that can give your campaign more impact.
Having a clear objective is the foundation of any successful campaign. It keeps you on track and increases the chance that the information you obtain will genuinely support your messaging.
Check the data isn’t already out there
Before submitting an FOI request, it’s worth checking if the information you need is already publicly available. Websites like WhatDoTheyKnow host thousands of previous FOI requests and responses, which could save you time and effort.
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If an FOI request takes more than 18 hours for staff to process, there may be a charge involved. So, finding data that’s already been released means you can avoid waiting weeks for a response, or paying a fee, for something that’s just a quick search away!
Build the story from the data
It can be tempting to come up with a headline first and then mould the data to fit the narrative, but you’ll get much stronger (and more credible) results if you let the data shape the story instead. FOI responses can throw out unexpected angles or hidden details that take your story in a more impactful direction, so it’s worth keeping an open mind.
If the data doesn’t back up your original idea, don’t force it! Think about how you can reframe your angle. Maybe the numbers are lower than expected… But does that suggest a lack of enforcement, underreporting, or public awareness? Or maybe there’s a regional gap, a time-based spike, or a new trend you hadn’t considered.
Let the data guide the message and it’ll make for a stronger, more trustworthy campaign that stands up against scrutiny.
Using FOI data as part of a broader campaign strategy
FOI data can work really well when it’s part of a broader campaign, layering it alongside other research, surveys, or publicly available datasets. It’s also useful when building indexes, where different data points are combined to rank or compare places, services or behaviours. Adding FOI insights into the mix can make your index stand out and feel more worthwhile. This kind of strategy not only strengthens the story you’re telling but also gives journalists something with more weight to cover.
Maximise PR impact
It isn’t just about having a great data set - it’s about how, when, and where you use it! Timing, as us PRs know, plays a big role when publishing a campaign. If the data ties into something seasonal, links to a current news story, or supports a wider public conversation, it’s far more likely to gain traction. In some cases, it’s better to hold the story until the context is right, rather than pushing it out too early.
It’s also important to consider the journalists you’re sending it to. Look at the kind of stories they typically cover and shape your pitch accordingly. Some may want a strong local hook, while others might prefer a broader policy angle or national comparison.
Remember that FOI data can sometimes reveal sensitive information, so, before sharing, think carefully about any reputational risks or potential fallout for your client or organisation. Having a clear plan for how to manage these risks, including how to respond to criticism or media enquiries, will help you handle the campaign professionally.
And finally, make the story easy to digest. Clear stats and comparisons, and simple language will always land better than overly complex or data-heavy messaging. FOI responses can uncover brilliant insight but need presenting it in a readable and accessible way to get noticed.
How to write a clear and concise FOI request
Making sure that you’re clear on the data you need and how to ask for it in a digestible way is crucial for FOI requests. With tight campaign deadlines and a busy schedule, no PR wants to waste time trying to collect data and not getting the context across to the FOI officer. Including as much detail, in a concise way as possible is so important.
There are a few ways you can ensure that your FOI request is answered with everything you need to know.
Choose which authority your request should go to
First of all, make sure you’re sending your request to the right authority. It might sound obvious, but it’s easy to get caught out. For instance, if you’re trying to find out how many complaints were made about noise from building sites, your first thought might be to ask the local council, but in some areas, that data might sit with the Environment Agency or a planning enforcement team instead.
Some details aren’t always easy to spot, so it’s worth doing a bit of digging to make sure your request lands in the right inbox. A quick Google search, a look through the relevant local authority website, or even using AI tools can help point you in the right direction. Spending a little extra time here can save you a lot of back and forth later.
Be clear, specific and straightforward
When writing your FOI request, clarity is key. It’s important to be as specific as possible about the information you need, and where helpful, provide a context to explain why you’re asking. This helps the FOI officer understand your request and reduces the chance of confusion or delays.
Keep your wording simple and direct. FOI officers aren’t mind-readers and don’t want lengthy explanations, so avoid jargon and overcomplicated language. If you have multiple questions, list them clearly, using bullet points or numbered lines to make them easy to follow.
Try to avoid vague phrases like “any information on” or “everything related to,” as these can lead to incomplete or rejected requests.
Here’s an example that works well:
“We’re investigating road safety in *CITY NAME* city centre between January 2023 and January 2024.
“Could you provide the number of penalty notices issued to drivers for travelling the wrong way down one-way streets during this period?”
Providing context alongside a clear, specific question like this makes it easier for the FOI officer to respond quickly and accurately, increasing your chances of getting exactly what you need the first time.
Include key details like:
- Dates or time ranges
- Locations or departments
- Types of data
- Formats preferred
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The goal is to make your request easy to understand and act on. A well worded FOI request saves time, avoids miscommunication, and improves the likelihood of receiving relevant data.
If need be, ask a colleague to read your request and repeat back what they think you're asking for, this way you can check whether it will be understood from someone else's perspective.
Two examples of successful campaigns using FOI data
If you want to see what this all looks like in practice, it’s worth looking at the kind of campaigns that used well-aimed FOI requests to uncover something much bigger. These aren’t just nice bits of data for the sake of it - they’re smart, strategic examples of how exclusive insight can power stories that get picked up, talked about, and remembered, putting the brand at the forefront of the conversation.
The state of potholes across England
This release was part of a campaign led by the team here at Motive PR for an insurance client, focusing on the state of roads across England. Using FOI data, the team uncovered a staggering 40% year-on-year increase in reported potholes. The story struck a chord with drivers nationwide, highlighting how pothole damage can impact insurance policies. The campaign resonated with many motorists feeling the effects of poor road conditions and secured coverage in multiple titles, including The Express, PressReader, Fleet Point and regional titles.
Funding cuts to Family Hubs and children’s centres could put Government’s Opportunity Mission at risk
A PR campaign by the Centre for Young Lives used FOI responses from 80% of local authorities to reveal that nearly half (49%) are cutting budgets for children’s centres and family hubs between 2023/24 and 2024/25. The findings support a wider push for policy change and show how spending on these crucial early years services has fallen to less than a quarter of the levels they were before 2010. The campaign calls for long-term investment to rebuild joined-up family support across England and close the widening gap in school readiness and early development. These findings went around publications including Financial Times, Early Years Alliance and Nursery World.
Key takeaways
- FOI requests can unlock exclusive data that will make your PR campaigns stand out. Using FOI data helps you tell unique stories backed by credible facts that journalists and audiences value.
- Writing clear and concise FOI requests can save time. Being specific about what you want helps avoid request refusals, delays, or overwhelming data dumps.
- Let the data guide your storytelling. Instead of forcing a narrative, use the insights from FOI responses to uncover the angle and create a stronger campaign.
Want to turn raw FOI data into headline-grabbing PR activity? Get in touch to find out how our digital PR team uses real insights to spark national coverage.
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