Power Up Your Media Release with Statistics

by | Creating Impact, Market with Me, PR & Marketing | 0 comments

Want to strengthen your press release and make your message stick? Add a stat.

Readers and journalists love statistics. Why? Because they’re clear, factual, and instantly credible. Numbers help strip away ambiguity and provide solid evidence to back up your story or opinion.

But it’s not just about throwing in any old number. Your stats need to be relevant, timely, and trustworthy. Let’s walk through how to use statistics the right way to power up your next media release.

Start With Authoritative Sources

Your credibility starts with where your data comes from. Whether you’re writing a release, going live on Facebook, or creating a content graphic, always pull your stats from a solid, reliable source.

That means:

  • Reputable news outlets
  • Government departments or official agencies
  • Industry bodies and peak organisations
  • Published research or whitepapers

And if you’re referencing a stat from someone else’s content, go to the original source. That way, you get the full context (and avoid spreading anything misleading).

Timeliness Matters

Outdated stats can weaken your message faster than you can say “last financial year.” Choose data that’s recent and relevant to the current moment, ideally from the last 12–24 months, unless it’s a historical comparison.

And remember: when in doubt, cite the source. You’re not only being ethical, but it also builds trust and helps your SEO if you link to a credible external page (just make sure it opens in a new tab).

Always Fact Check

If you’re using stats, double and triple-check them. Make sure:

  • They’re still accurate and haven’t been updated or corrected
  • You’re using them in the right context
  • You’ve got the source to back it up

Sharing incorrect or out-of-context data can hurt your credibility, and in PR, trust is everything.

Add Quotes to Back It Up

Want to give your release extra punch? Pair a strong stat with a well-placed quote.
 For example:

“Back in 1996, Microsoft founder Bill Gates gazed into the crystal ball of the then-fledgling internet and penned an essay titled Content is King. He wrote: ‘Content is where I expect much of the real money will be made on the Internet.’”

Over two decades later, he was spot on. That kind of insight builds trust and authority with your audience, and it makes journalists take notice.

Top Tips for Using Stats in Media Releases

  • Use timely facts – Look for data that’s current and still relevant
  • Be location-specific – Global stats are great, but local relevance wins attention
  • Cite your sources – Always credit where your info comes from. It’s ethical and smart
  • Don’t overdo it – Stats should support your message, not overwhelm it
  • Share the love – If you’ve quoted an expert or guest, encourage them to share the release too

Great Places to Find Reliable Stats

  • Australian Bureau of Statistics (ABS) – Ideal for Census and demographic info.
  • Government websites – Both state and federal sites are full of trusted data.
  • News outlets – Look to verified sources like ABC, BBC, Guardian, NYT, etc.
  • Statista – A fantastic resource for current global data across industries.
  • PwC, Gartner & other research firms – Great for reports and trends.
  • World Health Organisation (WHO) – Gold standard for global health data.
  • Industry bodies – Many industries have their own research, insights and updates.

Whether you’re talking about trends, changes in consumer behaviour, or shifts in your industry, a well-placed stat adds weight and credibility to your message.

So, what statistic will you use to power up your next media release?

Want More PR Tips and Tools?

If you’re keen to keep learning and levelling up your PR game, here are some handy resources:

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