Writers on social policy frequently open stories with an alarming statistic. “The number of impoverished rural children with diabetes has jumped by a gazillion percent in the last decade.”
The approach may be well-intentioned, but it can distract readers with a depressingly bleak picture when the true goal is to get them thinking about viable policy options. This is the conclusion of Diane Benjamin of the Frameworks Institute, communications consultants to nonprofits.
So, before pulling your gaudiest statistic off the shelf, ask the following questions:
- Why does this statistic matter? (In our example, an increase in childhood illness places the future financial health of the country at risk.)
- How did this situation come to be?
- What are policy solutions?
A better opener: “While rural areas still suffer from a lack of adequate medical facilities, improved access in some areas has led to swifter diagnosis of childhood illnesses.”
Benjamin offers several other tips for advocacy writers:
- Always use figures in context. Saying 46 percent of Missouri drivers don’t wear seat belts is meaningless without the national figures.
- Use numbers sparingly. Readers can be overwhelmed by too many frightening figures. Be selective.
- Be wary of “myth-fact” constructions. A University of Michigan study showed that readers, in particular older readers, often misremember a stated “myth” as actually being the truth.
To listen to Diane Benjamin’s full webinar on communicating data effectively, visit https://frameworksinstitute.webex.com and select “recorded sessions” under the “Attend a Session” menu.
