It will reflect guidance on using statistics both to achieve day-to-day campaign objectives and to contribute over time to the enhanced reputation of comms organisations.This guide has 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. It is not meant to be an instruction manual in statistical techniques.
It covers why statistics are used; what statistical information should be included in communications work; what common statistical terms mean; ome common pitfalls to watch out for; and sources of statistical advice.
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.'