Figures and statistics are some of the most common pieces of information people feed journalists. Twenty million of this or thousands of that seem like a lot until, with further information, you realize it’s not. For example, politicians enjoy telling the public how much something costs taxpayers. But if you determine how many taxpayers are footing the bill overall, is the amount I’m paying actually minuscule?
The problem is many reporters do not take the time or have the time to put numbers and statistics in a proper context. This is tough considering how people regularly look at the same set of figures and draw drastically different conclusions.
The Romney for President Press Secretary reminded me about this issue. She Tweeted “$5 million raised, 70,000+ donations online since @MittRomney announced @PaulRyanVP”
I replied “Is that a lot?” I haven’t heard back. My question is serious. How do those donations compare to other time periods of similar lengths? How do those donations compare to when McCain picked Palin or Obama picked Biden?
Make your numbers stand out more by putting them in context. Make comparisons. For example, did your company sell enough bottled water to fill a stadium? Did you sell enough furniture to cover three football fields? Journalists often love such comparisons. They’ll even find a football field to help visually drive home your point.
Journalists also must take responsibility and insist people put numbers in context especially in an election year. Some politicians count on reporters to simply repeat stats like a parrot without questioning the figures. Don’t be used.
Of course, if you know your numbers are not actually impressive but still wish to use them to sell your point, ignore everything I’ve said. You’ll probably find someone to just say your stats and try to prompt others to shout “Amazing!”