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MAKING DATA MEANINGFUL: A guide to writing stories about numbers

 

Evaluating the impact

 

It is a good idea for statistical agencies to monitor the impact of their statistical stories in the print and electronic media from the point of view of both the number of “hits” and the quality of coverage.

 

Useful resources for gauging the breadth, balance and effectiveness of media coverage include Google News, LexisNexis, blogs, and electronic and paper subscriptions.

 

Monitoring coverage can help managers determine if more work is needed to educate journalists, statisticians or key stakeholders about better ways of conveying the meaning of numbers in language that laypeople can understand. Monitoring would include:

  • Keyword searches to measure extent of media coverage;
  • Total coverage for a pre-determined period of time;
  • Daily coverage to identify spikes;
  • Comparing coverage to established baselines;
  • Prior releases of the same data product;
  • Qualitative methods to analyse media coverage;
  • Correct interpretation of the numbers;
  • Coverage of target audiences;
  • Inclusion of key story-line messages;
  • Inclusion of core corporate messages;
  • Effective use of illustrative embedded graphics;
  • Tone of story (positive/negative);
  • Tone of quotes from external spokespersons (positive/negative).
Website analysis

Monitoring Internet traffic with website usage software can help determine types of stories most in demand. You should look for:

  • The number of page views, visits, etc., to specific pages;
  • Where visitors are coming from;
  • Where visitors are going when they leave your pages.

In addition, surveys of users of your site – both media and general users – can help target and improve the information available. You should:

  • Ask the customer if they found what they were looking for when they came to the site;
  • Target specific questions to known users of the site;
  • Ask how the site is used and how often;
  • Assess general satisfaction with the site;
  • Solicit recommendations for change or additional topics;
  • Use focus groups with media representatives to explore needs, approaches and reactions.

 

Next: Before and After: applying good writing techniques

 

 

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