Storytelling Tip

Many of us use data in our stories, graphics and social posts. As college marketers, it makes perfect sense when attempting to connect with prospective students, alumni, donors and other important stakeholders.

However, we are not the only organization presenting data for our target audiences to interpret. We must keep these audiences’ needs in mind when determining which statistics to present. What do they want to know about Purdue? Which statistic will linger in their memory long after they encounter this content item? How might this data influence them?

Tailor what you present to maximize impact. As data analytics specialist Cindy Hosea wrote for Medium: “Relevance is key. To make the audience care about our data, we need to make them feel related to the story.”

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