Public relations practitioners

This workshop for in-house booking covers:

  • how the way you use numerical information can affect your reputation
  • the fundamentals of working with numbers, data and statistics to influence decisions and behaviour
  • the basics of surveys in informing campaigns and gaining attention
  • how to communicate numerical information effectively to the audiences that matter

The workshop is ideally suited for public relations and communications professionals.

No statistical knowledge is required.

Workshop outcomes

The main topics you will learn about are:

  • thinking ‘statistically’ without numbers
  • thinking effectively about the numbers, data and statistics you have available: asking the right questions; what you can do to get extra value and impact; enhancing reputation
  • finding sources of reliable data: what you can get for free; the importance of checking and referencing your sources; fact-checking others

These topics are developed to cover the following:

  • what averages – mean, median and mode – do and don’t tell you; which to use and when; ranges and extremes; the problems of confirmation bias
  • percentages and percentage points: how to calculate and use them; when expression as a fraction or words may be better; how to avoid confusion when using them
  • variation and uncertainty: margins of error, confidence intervals; knowing when a difference is or is not statistically significant
  • trends and blips: keeping an eye on the bigger picture; early warning of going off course
  • surveys: the importance of representative samples and of sample size; the problems with self-selecting surveys; what outlying responses do and don’t tell you; what you can and can’t do with sub-samples

The workshop also covers key issues when visualising data – best practice with tables, charts, graphs and infographics, and common misuses that can confuse or mislead.

How the workshop is run

The workshop is interactive throughout with a mix of presentation, group discussion and practical exercises. Workshops typically run for six hours including breaks; scheduling is flexible and according to the organisation’s needs.

The material is drawn from a wide range of news and public relations sources. There is an option for workshop material to be tailored to material from your own organisation.

Workshops are ideally limited to 16 attendees. This gives the most opportunity for all to contribute and for all points that arise to be covered effectively.

I will also be available after the formal course for an informal ‘surgery’ to discuss individual points of interest and concern.


These prices are for in-house workshops for around 16 attendees from the organisation. Open workshops are available from time to time for individual registration.

One-day workshop: £755

Half-day (3 hours) workshop: £480
– fewer topics covered than one-day workshop
– fewer practical exercises

Bite-size talk: £235
– suitable for lunchtime or after work
– two or three topics covered of your choice
– one short, practical exercise

Charitable and not-for-profit organisations: discount of 15 per cent or more depending on organisation turnover

Supplement for developing bespoke material: from £210 subject to requirements

Copies of supporting materials for each attendee are included.