Learn how to use data effectively and ethically to persuade your audience and achieve your goals in strategic communication and advocacy. This article covers tips and best practices for data selection, presentation, framing, balancing, and evaluation

Keep in mind that Americans are weak at numeracy (the math equivalent of literacy). Better than one in four Americans can’t make sense out of numbers. It isn’t that they find math hard; to them, it’s just as incomprehensible as nuclear physics. Look for simpler ways to share the statistics. Instead of raw numbers, provide illustrations. Turn percentages into more easily understood ratios; for example, instead of saying “20 percent of women,” say “one woman in five.” Keep your graphs and charts as simple as possible, and don’t hesitate to use rounding. Communication is all about making effective connections, and you’ll never connect if people can’t understand you.

How do you support your arguments with data?

Data is a powerful tool to support your arguments, whether you are writing a report, giving a presentation, or advocating for a cause. But how do you use data effectively and ethically to persuade your audience and achieve your goals? In this article, we will explore some tips and best practices for strategic communication and advocacy with data.

1 Know your audience

Before you select and present your data, you need to understand who you are communicating with and what they care about. Different audiences may have different levels of familiarity, interest, and trust in data, as well as different preferences for formats, styles, and sources. You should tailor your data to suit your audience's needs, expectations, and values, and avoid jargon, technicalities, and assumptions that may confuse or alienate them.

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Tenisha Valliant-Irvin

Consultant in Athlete Philanthropy + Sport Focused Foundation Management
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In my experience, I find it helpful to do a mini value proposition exercise for the different stakeholders. This helps significantly when trying to understand my audience.

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Samar Alshorafa

She is Arab | LSE EMSBE Student | LinkedIn Top Voice MENA | Atlantic Council WIN Fellow
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Your choice of data is very important. Unless your audience requires it, don’t go for overly complex figures (like indices or equations) or complex diagrams. You simply risk losing your audience. Also, be very selective. Going for one or two or even three memorable and valuable pieces of data, is better than sharing ten valuable ones that will all be forgotten. I always create a long list of all relevant data, trim it down to a shorter list and then based on the context of what I’m sharing I choose my numbers. Bonus: Remember the rule of three and apply it to your talking points too!

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2 Choose your data wisely

Not all data is created equal, and not all data is relevant or reliable for your argument. You should choose data that is accurate, credible, and timely, and that supports your main message and objectives. You should also be transparent about where you got your data from, how you collected and analyzed it, and what limitations or uncertainties it may have. You should avoid cherry-picking, manipulating, or misrepresenting data to fit your narrative, as this may damage your credibility and ethics.

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Scott Flood

Owner at Scott Flood Writing
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Keep in mind that Americans are weak at numeracy (the math equivalent of literacy). Better than one in four Americans can’t make sense out of numbers. It isn’t that they find math hard; to them, it’s just as incomprehensible as nuclear physics. Look for simpler ways to share the statistics. Instead of raw numbers, provide illustrations. Turn percentages into more easily understood ratios; for example, instead of saying “20 percent of women,” say “one woman in five.” Keep your graphs and charts as simple as possible, and don’t hesitate to use rounding. Communication is all about making effective connections, and you’ll never connect if people can’t understand you.

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3 Use data strategically

Data alone is not enough to make a compelling argument. You need to use data strategically, by framing it in a way that connects with your audience's emotions, values, and motivations. You should also use data selectively, by highlighting the most important, relevant, and impactful data points, and avoiding information overload or distraction. You should also use data creatively, by using visual aids, stories, metaphors, or analogies to make your data more engaging, memorable, and persuasive.

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Jean Maher

Writer | Author | Presentation and communications consulting | Instructional design | Photographer | Producer of live-streamed company meetings | video editing | virtual meeting facilitator
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Choose metaphors carefully to ensure they are understandable to the audience as a whole. An appropriate, well-placed metaphor is a powerful tool for comprehension and can quickly get the point across.

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4 Balance data with other elements

Data is not the only element of a successful argument. You should balance data with other elements, such as logic, ethics, and emotions, to appeal to different aspects of your audience's reasoning and decision-making. You should also balance data with other sources of evidence, such as testimonials, examples, or anecdotes, to add credibility, diversity, and human interest to your argument. You should also balance data with a clear call to action, to inspire your audience to take the next steps or support your cause.

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Elin Jones

Risk Communication Strategist and Editor/Writer at Washington, D.C.
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So many times an overwhelming amount of colorful data is presented and the meeting ends with blank stares. What does it all really mean? Leaders need to be able to answer that question and provide a clear call to action with goals and next steps for everyone on your team.

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5 Evaluate your data communication

Finally, you should evaluate your data communication, by soliciting feedback, measuring outcomes, and reflecting on your strengths and weaknesses. You should ask your audience, peers, or experts for their opinions, suggestions, and questions about your data and your argument. You should also track and analyze the results of your data communication, such as reach, engagement, influence, or impact. You should also identify and address any gaps, errors, or biases in your data or your argument, and learn from your successes and failures.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Ashok Motwani

Taking hiatus to care for aged parents. Open to virtual opportunities - guide/ coach/ mentor and train who wants to learn new skills to deliver sustained improvements based on ~4 decades of experience in various sectors.
(edited)
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Make sure data collected in the past (or to be collected) is relevant to the conditions based on which the argument is being made and can provide specific evidence to support the argument succinctly and with no ambiguity.

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How do you support your arguments with data?

1

2

3

4

5

6

1 Know your audience

2 Choose your data wisely

3 Use data strategically

4 Balance data with other elements

5 Evaluate your data communication

6 Here’s what else to consider

Strategic Communications

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How do you support your arguments with data?

1

2

3

4

5

6

1 Know your audience

2 Choose your data wisely

3 Use data strategically

4 Balance data with other elements

5 Evaluate your data communication

6 Here’s what else to consider

Strategic Communications

Rate this article

Thanks for your feedback

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