How Data Can Misinform — Even When Accurate

In today’s data-driven world, numbers are everywhere. From press releases to annual reports, statistics and figures are used to inform, persuade and sometimes dazzle audiences. 

The adage “numbers don’t lie” is often invoked to lend credibility to a message. But in public relations, the ethical responsibility goes beyond simply reporting numbers accurately — it extends to how those numbers are presented, interpreted and contextualized.

The power and pitfalls of numbers in PR

Numbers have a unique power in communication. They can simplify complex issues, provide evidence for claims, and help audiences make informed decisions. 

However, numbers can also be cherry-picked, taken out of context or framed in ways that mislead rather than inform.

For example, a company might announce that its product sales increased by 50% over the previous quarter. While technically true, this statistic could be misleading if the previous quarter’s sales were unusually low due to external factors.

Without context, the audience may assume sustained growth or market dominance that doesn’t exist.

Common ways numbers are misused

Even when data is technically accurate, the way it is framed, selected or visualized can create impressions that mislead rather than inform.

• _{Selective reporting:} Highlighting only favorable statistics while ignoring less flattering data.
• _{Misleading comparisons:} Comparing numbers across different time periods, markets or categories without clarifying differences.
• _{Omitting context:} Presenting raw numbers without background information that would help audiences interpret them accurately.
• _{Visual manipulation:} Using graphs or charts with distorted scales to exaggerate trends or differences.

Ethical guidelines for using numbers in PR

To maintain credibility and uphold ethical standards, communicators should apply these principles whenever they use data in messaging:

• _Accuracy: Always ensure that the numbers you use are correct and verifiable.
• _Context: Provide sufficient background so audiences can understand what the numbers mean.
• _{Transparency:} Disclose sources, methodologies and any limitations of the data.
• _Balance: Present both positive and negative findings when relevant, rather than only the data that supports your narrative.
• _Clarity: Avoid jargon or technical terms that may confuse or mislead non-expert audiences.

The role of PR professionals

PR professionals are not just messengers; they are stewards of information. Their ethical obligation is to foster trust between organizations and the public. This means resisting the temptation to use numbers in ways that could mislead, even if the data itself is technically accurate.

When used ethically, numbers can enhance credibility and support informed decision-making. When misused, they can damage reputations, erode trust and ultimately harm both organizations and the public.

Numbers may not lie, but how people use the numbers can be misleading. In public relations, ethical communication requires more than just accurate data — it demands honesty, transparency and a commitment to helping audiences understand the full story behind the numbers. 

By upholding these principles, PR professionals can ensure that numbers serve the truth, rather than obscure it.