Writing about numbers is among the most necessary – but trickiest – abilities for any communications professional. It’s straightforward to get misplaced in strings of overly-specific numbers, deceptive statistics and different pitfalls.
So let’s brush up on a few of these primary quantity writing abilities, courtesy of that communicators’ Bible, the AP Stylebook. As at all times, alter primarily based in your in-house guidelines.
- Don’t embody each quantity.
It’s tempting to write down out each decimal to 5 locations and shove each digit into one paragraph. However until you’re engaged on an earnings report, ESG or different communique that requires specificity for authorized causes, intention for readability over most precision. Most often, it’s OK to spherical to a complete quantity, particularly if it’s an merchandise like a share. You additionally need to attempt to restrict the proximity between numbers in prose, lest your writing change into a soup of digits. AP recommends holding it to eight to 10 in a single paragraph, however learn it for your self and determine what is sensible in your viewers.
- Combine up the way you describe numbers.
Two-thirds, 2/3, two-in-three and 66% are all methods of describing the identical quantity. Don’t be afraid to seek out synonyms for numbers simply as you’ll for phrases which might be changing into monotonous. Some formulations can also make numbers appear extra actual – as an example, saying that three out of 4 dentists want this toothpaste makes it extra concrete than saying 75%.
- Embrace explanations for numbers.
If numbers may stand on their very own, they’d simply be a graph. In case you’re writing about them, odds are it’s essential to add context to them. This might imply together with pattern sizes for surveys, confidence intervals or margins or error, or simply being clear about what interval an information set was gathered in. Be as clear and sincere along with your viewers as potential to offer them one of the best understanding of your knowledge.
- Don’t lie with percentages.
Be inherently skeptical of percentages that come with out uncooked numbers. It would sound spectacular to say that your internet visitors went up 1,000%,however if you happen to solely had one customer the month earlier than, that’s rather a lot much less spectacular. Don’t use percentages to explain small numbers and pattern sizes. Whilst you’re at it, don’t confuse p.c change and a share level change: a rise of 10% to 13% is a 3 share level improve, however a 30% improve.
- Knowledge visualization
Charts, graphs and tables are a implausible option to complement your phrases and make it straightforward to know how numbers examine at a look. Be sure to’re utilizing the suitable kind for the info you have got – pie charts are finest for percentages, line graphs for change over time, and so on.. Ensure you have got each your X and Y axis clearly labeled and on a scale that is sensible for the info. Don’t over-exaggerate change by utilizing a slim scale.
- Fashion reminders
AP model lightning spherical:
- In a comparatively latest change, AP now makes use of % in most situations the place a quantity is used and never the phrase p.c. Do nonetheless spell out the phrase if it’s utilized in a colloquial sense, resembling “zero p.c likelihood.”
- Most often, you need to spherical decimals to 2 locations. If the quantity is lower than one, begin with a 0, resembling: 0.25.
- Most often, spell out fractions which might be lower than one: three-fourths. If it’s bigger than one, convert it to a decimal if In case you do want to make use of a fraction that’s multiple, there ought to be an area between the numeral and the fraction: 2 2/3.
- Numbers 9 and underneath ought to usually be spelled out, whereas 10 and above ought to use numerals. Nevertheless, there are a ton of exceptions to this rule, together with: measurements of depth, top, size, width, distance, time and temperature; cash; odds, proportions and ratios; centuries; sports activities scores; the listing goes on. Moreover, you shouldn’t begin a sentence with numerals, however as a substitute spell it out. If that quantity is unwieldy, it is likely to be finest to rewrite the sentence to keep away from beginning with it.
When doubtful, look it up.
This ought to be required studying for each PR main. Fashionable college students are number-averse. I attempted to show the distinction between p.c change and p.c level change, they usually flipped out. On my analysis, one mentioned they “didn’t know there can be math.” Nice story.