You work in communications, planning, or developing mobilization strategies, and you thought you were free from spreadsheets, statistics, maps, charts, and the like… You should have already factored new variables into your equation.
Communicating to engage increasingly requires the ability to filter, segment, and connect abundant and scattered information, as well as research to get the tone right for messages and narratives aimed at your key audience. But more than that, telling a good story based on data has become a necessity that goes beyond percentages and complex calculations.
So be happy—your “human” qualities are in high demand. Simply analyzing data to generate insights isn’t enough. You need to know how to communicate the story that data tells in a clear and compelling way—a skill known as data storytelling.
A study by the Bureau of Labor Statistics found that demand for research analysts is expected to grow by 25% between 2020 and 2030—much faster than the average for all industries. With the sheer volume of data being generated by a multitude of platforms, systems, and networks, there is a real need for more people to organize, systematize, and understand the possible connections that can reveal hidden insights, trends, and preferences. But data storytelling is the ability to transform these insights into engaging and clear narratives, using textual and audiovisual resources. It inspires action and increases understanding of the urgency of climate issues.
Key Components of Data Storytelling
Accurate and complete data
- Descriptive, diagnostic, predictive, and prescriptive analyses.
- Comparisons for translating data (acres vs. number of trees vs. size of cities or stadiums, for example)
- A solid foundation on which to build your story.
- Persuasive Narrative
Putting insights and recommended actions into context.
- Connecting the audience to the story through words and context.
- Connecting different topics and suggesting solutions.
- Striking visuals
Graphs, charts, photos, or videos.
- They convey the story in a clear and memorable way.
Uses of data storytelling:
Internal:
- Communicate strategic directions based on user data or the volume of information analyzed
- Make informed decisions based on accurate analyses, such as resource allocation
- Align the various stakeholders
External:
- To reveal information that could mobilize various stakeholders.
- Engage customers with eye-catching visuals and compelling stories.
Tips for effective data storytelling:
- Simplicity: Keep the message clear and straightforward.
- Relevance: Relate the data to your audience's needs.
- Eye-catching visuals: Use engaging graphics and images.
- Action: Suggest specific actions based on the data presented.
Data storytelling is a powerful tool for inspiring action and communicating complex insights in an accessible way. Here, we use it extensively to transform data into stories that capture the imagination and guide decisions.
