The Role of Data in Modern Press Releases
Numbers give journalists something concrete to report. Here is how to use data without overwhelming your story.
Journalists receive hundreds of releases a week. The ones that get picked up usually give the reporter something they can verify and quote: a figure, a comparison, a trend.
Lead with one number
Choose the single statistic that best supports your announcement and put it in the first two paragraphs. Supporting figures can follow, but one clear number is easier to remember and to headline.
Show the source
State where each figure comes from, the period it covers and the sample size where relevant. Reporters will ask, and a release that already answers makes their job easier.
Compare, do not just count
"Forty percent faster than last year" tells a story; "an average of 3.2 days" does not. Wherever possible, give the reader a comparison that explains why the number matters.
Keep charts for the follow-up
A release is text first. Offer charts, tables and the underlying data as downloadable material so journalists who want more can get it without the release becoming a report.
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