By Francy Wade

I am not a data scientist, but I love to preach the power of numbers. My earliest professional days were spent in newsrooms, where accuracy, impartiality and a good story are in high demand. One thing that makes the decision to cover a story or trend easier is data. Later in my career as a political spokesperson and public relations director, it became critical that I convince my clients that the value of collecting, packaging and strategically disseminating data is priceless. Here are a few reasons journalists love data and all brands and companies should too.

Numbers don’t lie, (some) people do.
Print and TV journalists are always on the hunt for good quotes and sound bites from experts and the general public. The problem is, most people have an agenda, whether they know it or not. While numbers can be twisted to serve a purpose, the math to back up a stat can be easily checked by a reporter. Fact checking is a critical part of a journalists’ job. Without accuracy a reporter or news outlet immediately loses credibility.

“A picture is worth 1,000 words.” However, numbers are worth a million.
You know the old saying above. Notice they don’t say a picture is worth a “bunch” of words. It’s worth a “thousand” words. The number is what makes that saying so powerful. Yet pictures and video only tell one part of a story for a journalist: What the eye can see. Numbers have the ability to illuminate sentiment and reality. Data can also be visually represented in many new ways infographics, animations and charts.

When I was a television morning show producer, I lived for the opportunity to vary the visuals in my newscast. A piece of video. A live interview. A great live report. They’re all great storytelling tools. Numbers and graphics were equally important tools. If I had some numbers to share in the form of a full screen graphic, I could offer the viewer context and perspective.

Just the Facts, Please.
Numbers help give validity; helps them differentiate between opinion and fact. Ink is precious and so are the minutes in a newscast. Instead of using complicated, long or less than interesting language to explain a situation, numbers cut to the chase. They deliver factual information in the quickest form possible.

At Anderson Robbins Research, we understand the power data has to tell a story. When we provide research, we craft a story and can help you deliver it to the best audiences. For more insights into the power of data follow us on Twitter: @francywade @ARResearch.