The Chartered Institute of Public Relations has launched a best practice guide for using statistics in communications.

Supported by the Market Research Society and the Royal Statistical Society, it will contain guidance on using statistics effectively, both to achieve day-to-day campaign objectives and to enhance over time the reputation of communication organisations.

Although not meant to be an instruction manual in statistical techniques, the guide covers why statistics are used, what statistical information should be included in communications work, what common statistical terms mean, 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.”

The full guide can be viewed here: http://www.cipr.co.uk/content/policy-resources/policy/best-practice-guides.