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  • Writer's pictureIntelligo Consulting

How to use statistics in PR

Statistics are fundamental to build your brand visibility and thought leadership. They are a powerful tool to gain interest from the media and engage more effectively with your target audience.

Statistics are widely used both in B2C and B2B. Consumer brands, for example, use statistics to highlight the adoption rate of their products or the number of positive reviews. In business-to-business, companies often use market trends and statistics to highlight the need for their services.

It is common for pr practitioners to run surveys to find out consumer attitudes and behaviours. Therefore, it is important to manage the research process effectively by asking relevant questions and selecting the right audience, and also to translate those results into eye-catching messages.

So here are some tips on how to leverage statistics in your pr.

Check you data

Cross check your data as errors can have a negative impact on your reputation. There are organisations like FullFact or FactCheck whose main objective is to check published statistics and numbers.

Give your numbers a human voice

Numbers can be quite boring. So try and give your statistics a human voice. For example, check whether there is a deeper human story beyond your numbers and how those numbers relate to your audience.

Use words

Words are easier to understand than numbers and can improve the readability of your messages. For example, try and say 'one out of four consumers' rather than 25% of consumers.

Use pictures

A picture is worth more than a thousand words. Make sure you use visual formats like dynamic charts, images, videos and infographics to enhance your messages.

Familiarise with key terms

Refresh your memory with key statistical concepts like average, means, median, mode, percentages.

Check your samples

When comparing results from different polls consider the number of respondents for each poll. Bear in mind that smaller samples bring higher variability whilst larger samples provide results that are more statistically significant.

If you would like to use statistics in your corporate communications and want like to learn more, get in touch today.


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