Statistics are numerical representations of information. They are very credible in our society, as evidenced by their frequent use by news agencies, government offices, politicians, and academics.
As a speaker, writer, or presenter you can capitalize on the power of statistics if you use them appropriately. Unfortunately, statistics are often misused by speakers who intentionally or unintentionally misconstrue the numbers to support their argument without examining the context from which the statistic emerged. All statistics are contextual, so plucking a number out of a news article or a research study and including it in your speech or paper without taking the time to understand the statistic is unethical.
Although statistics are popular as supporting evidence, they can also be boring. There will inevitably be people in your audience who are not good at processing numbers. Even people who are good with numbers have difficulty processing through a series of statistics presented orally.
Remember that we have to adapt our information to listeners who don’t have the luxury of pressing a pause or rewind button. For these reasons, it’s a good idea to avoid using too many statistics and to use startling examples when you do use them. Startling statistics should defy our expectations. When you give the audience a large number that they would expect to be smaller, or vice versa, you will be more likely to engage them, as the following example shows: “Did you know that 1.3 billion people in the world do not have access to electricity? That’s about 20 percent of the world’s population according to a 2009 study on the International Energy Agency’s official website.”
You should also repeat key statistics at least once for emphasis. In the previous example, the first time we hear the statistic 1.3 billion, we don’t have any context for the number. Translating that number into a percentage in the next sentence repeats the key statistic, which the audience now has context for, and repackages the information into a percentage, which some people may better understand.
You should also round long numbers up or down to make them easier to speak. Make sure that rounding the number doesn’t distort its significance. Rounding 1,298,791,943 to 1.3 billion, for example, makes the statistic more manageable and doesn’t alter the basic meaning.
It is also beneficial to translate numbers into something more concrete for visual or experiential learners by saying, for example, “That’s equal to the population of four Unites States of Americas.” While it may seem easy to throw some numbers in your speech or paper to add to your credibility, it takes more work to make them impactful, memorable, and effective.