How to use statistics in media interviews and presentations
As the leading provider of media interview training and presentation training for financial services firms, insurance companies and tech companies our clients often ask us: “What’s the best way to use statistics and figures in presentations in media interviews?”
Very often they’ve found that even though they’ve included key stats in a presentation or their answers to a journalist’s questions their audiences haven’t taken these figures on board. In other situations, during our media interview training for finance companies we have found many that have thrown a mass of percentages, statistics and other figures at our media trainers. They’ve then discovered that these figures mean nothing.
Here are six ways of ensuring that you use statistics, percentages and figures effectively in presentations and media interviews
1. Check that they are relevant to the audience
These figures might be fascinating for you, and you might regard them as very significant, but will the audience? In our media training workshops for financial services firms we stress the importance of always thinking about the audience. This means looking at the world from the outside in and asking what the people you are communicating with really care about. Don’t forget – this agenda might be very different to your own.
2. Less is more
Your audience is more likely to take on board and remember your statistics if there are fewer of them. In our media training and presentation training courses we help our participants to hone down their messages. This means that those concise, punchy messages are more likely to land with the audience.
The same is true of statistics. If you deluge me with a dozen different figures, percentages and amounts, the chances are that I won’t remember any of them. Give me one, two or even perhaps three and repeat them a few times and then I’ll be more likely to remember them.
3. Put them into context and explain why they are significant.
When you quote a figure or statistic, tell the audience what they need to think about it. Is it particularly large question mark or is it remarkably small? Five per cent, for instance, might not sound significant in itself but if it’s the growth rate of a company in a market that is generally contracting then it’s pretty impressive.
It’s also useful during media interviews and presentations to offer a comparison. What was the figure last year, five years ago or even 10 years ago? In our media training for accountancy firms, we point out that journalists hearing a statistic about the UK will very often ask for an international comparison. “How does this compare with other countries?” is the typical question. Thinking about the significance of a statistic and explaining that significance clearly and concisely to the audience, be it during a presentation or a media interview is important.
4. Keep it simple
Just as using fewer statistics has greater impact, so does making them simple. As we explain in our media training four financial services firms, this is particularly important when doing a radio, podcast or TV interview. With a print interview we can see a range of percentages and figures laid out on the page or on the screen. In the broadcast arena they come and go too quickly for most people really to take them on board.
That’s why in our media interview coaching sessions for accountants and other finance companies we recommend, for instance, rather than saying 19 per cent you might want to say one in five. Similarly, instead of 52 per cent you might want to tell your audience that it’s just over half. Even better, instead of 64 per cent of consumers, it might be “nearly two thirds of us.” This natural, conversational language complements your professional knowledge and expertise, making you sound human as well as experienced and well informed.
5. Use comparisons and analogies
Another way to make percentages, figures and statistics more accessible and easily understandable during media interviews and presentations is to add a comparison or an analogy. A reference to something filling the dome of Saint Paul’s or reaching the height of 10 double decker buses is a bit of a cliché. However, they show how visual illustrations are a great way of helping audiences understand what you mean.
You might want to talk about that being the equivalent on being one pound for every person in Britain or enough off something too stretch between London and Paris. In our media training courses we stress the importance of visual examples dash your readers, viewers and listeners can literally see what you mean. Finding an analogy for comparison, the simpler and more striking the better, will help your audience is to take on board the figures that you’re using in presentations and media interviews
6. Think about the call to action
OK, so you’ve hit your audience with some important statistics and some fascinating figures – that’s great but now what? What are they supposed to feel, think and do with these numbers? Thinking about the call to action and the presentation, for instance, is something that we stress in our presentation training for finance firms.
Including statistics, percentage and other figures in presentations and media interviews can help to illustrate a point and prove an argument. But you need to think about how you’re going to present them. Our media training for financial services firms, insurance companies, accountants, tech businesses and others can help.
If you’ve got any questions about media training or you’d like a free, confidential taster session then please do get in touch. You can follow us on LinkedIn here.
