Conquer the “statistic scaries” and optimize data-driven storytelling

As the world has continued to change rapidly, reporters are looking for by-the-moment data, broken down by cohort or demographic—hyper-specific insights that tie to whatever story they’re writing today, whether it’s credit card debt held by millennials in North Carolina, sentiment on climate change by political affiliation, or years to save for a down payment on a home in Denver, Colorado.

But spreadsheets, crosstabs and weighted averages can seem daunting if not an outright nightmare for some comms professionals. The good news is, if your company or your client has a dedicated data team, researcher or analyst, they can help you navigate the wonderful world of data and provide insights that you can frame up a story that reporters will jump at.

Here are some tips to help you conquer the “statistic scaries.”

1. Work with your data team, not against them.

Alongside your legal counsel, your data team is ultimately responsible for ensuring every piece of number- or insight-based information released publicly is factually accurate and substantiated. It’s a tall task to be 100% correct, 100% of the time—so do your data team a favor, and avoid overusing the question we’ve all asked a dozen times: “Can I say this?”