Prove it with a data point
Research shows … that nearly half of commuters text and drive … that one in three patients enters the hospital malnourished … and that 66% of women won’t kiss men with moustaches.
Startling statistics can make a good lead.
Underline “startling.” This doesn’t mean that you can pack your first paragraph with a bunch of boring numbers. But one surprising statistic can set up your PR piece beautifully.
But you don’t have to tell PRSA’s Silver Anvil Award winners. They use statistics to sell their ideas:
From the sad …
AT&T uses startling stats in its release “Nearly Half of Commuters Admit to Texting While Driving”:
Nearly half of commuters self-reported texting while driving in a recent poll, and 43% of those who did called it a “habit.”
Commuters are texting and driving even more than teens — 49%, compared to 43%. And the problem has gotten worse. Six in 10 commuters say they never texted while driving three years ago.
So while efforts to raise awareness of the dangers of texting while driving are working — 98% of commuters surveyed said they know sending a text or email while driving isn’t safe — there’s clearly more work to be done to change behaviors.
And Visa, in this Reading Is Fundamental lead:
… to the sick …
Alliance to Advance Patient Nutrition leads with the numbers in its release “Leading Healthcare Organizations Launch Interdisciplinary Partnership: The Alliance to Advance Patient Nutrition”:
Today, one in three patients enter the hospital malnourished and more become malnourished during their stay. With policy changes in the U.S. health care system driving an increased focus on high quality and affordable care, there is an urgent need to address the pervasive issue of hospital malnutrition and ensure that nutrition therapy is a critical component of patient care.
Five prestigious health care organizations today jointly announce the launch of a new interdisciplinary partnership, the Alliance to Advance Patient Nutrition. The Alliance’s mission is to improve patient outcomes through nutrition intervention in the hospital.
So does Novartis Animal Health, in this Deramaxx lead:
… to the sublime …
Cisco starts with compelling numbers in its blog post “The Internet of Everything is the New Economy”:
The Internet of Everything (IoE) is potentially the biggest business opportunity in the history of mankind. It will change the world with extraordinary and wide-ranging implications, affecting everyone on the planet. Research firm IDC predicts that this massive shift will generate nearly US$9 trillion in annual sales by 2020.
By comparison, the total annual sales of the San Francisco Bay Area’s 150 largest technology companies in 2012 were $677 billion. The total revenue of the consumer electronics industry in 2013 was about $1.1 trillion.
A study conducted by General Electric concluded that the Internet of Things (IoT) over the next 20 years could add as much as $15 trillion to the global gross domestic product (GDP), roughly “the size of today’s U.S. economy.” Of the $19 trillion in profits and cost savings projected over the next decade, Cisco® estimates that $14.4 trillion will be new private-sector profits, and $4.6 trillion will come from public-sector cost savings and new revenues.
In its study, General Electric positions the IoE trend “much like the industrial revolution of the 18th and 19th centuries, when mechanized manufacturing made mass-produced goods possible, and rural residents flooded into cities.” The study adds, “We are at the cusp of another wave of innovation that promises to change the way we do business and interact with the world of industrial machines.”
… to the ridiculous.
Gillette uses startling stats in its media alert “Gillette asks Houston couples to ‘Kiss & Tell’ in live national experiment and tell the world their preference — a smooth shaven or stubbled kiss”: