RSSeNEWS to be determined...

The Royal Statistical Society has welcomed the publication of a Best Practice Guide for Using Statistics in Communications, by the Chartered Institute of Public Relations (CIPR).

Development of the guidelines was coordinated by Andrew Garratt, RSS press and public affairs manager, and Adrian Penrose, regional communications manager at the Medical Research Council. They have been endorsed by both the Royal Statistical Society and the Market Research Society (MRS) and reflect guidance on using statistics effectively, both to achieve day-to-day goals and to contribute over time to enhanced reputation.

The guidelines have been established to improve communications professionals’ knowledge of what should be included in their work and to identify when they might want to obtain expert statistical advice. They are not meant to be an instruction manual in statistical techniques.

The guide covers:

• Why statistics are used

• What statistical information should be included in communications work

• What common statistical terms mean

• Some common pitfalls to watch out for

• Sources of statistical advice.

Valerie Isham, President of the Royal Statistical Society, said: "By explaining basic statistical terms and highlighting pitfalls to avoid, these guidelines provide a good foundation for making effective use of statistics in communications. We hope that they will help public relations professionals understand the benefits of asking the right questions, interpreting data appropriately and communicating conclusions responsibly."

CIPR CEO Jane Wilson said: “When used well, statistics can establish the credibility and influence of a communications campaign. However, when used poorly, they can result in a loss of trust and potentially damage the reputation of the organisation that used them. These guidelines offer a useful framework for the responsible use of statistics to deliver insightful and relevant communication.”

Geoff Gosling, chair of the MRS Market Research Standards Board, commented: “The accurate reporting of research results is essential for the public understanding of, and trust in, research. I hope that these guidelines will assist in promoting accuracy and clarity in reporting in the future.”

The publication of the guidelines is particularly timely for the Royal Statistical Society, as they come soon after the Society launched its ten-year statistical literacy campaign.

The full guide can be viewed on the CIPR website.