Have you ever had all the right data to support a policy initiative, yet it never got the traction it needed with the public or decision-makers to succeed? I’ve seen this situation in my time as a government relations professional and as a copywriter for B2G clients.
So, what’s the root of the problem, and why does data fail?
Data can be a potent tool in influencing policy, but only if you share it in a way that resonates with the people analyzing it.
As a government employee or someone in the government space, you don’t need to rely solely on advocacy to drive change. With the right data and implementation strategy, public campaigns can do much of the heavy lifting.
The key is knowing how to present data to inspire action.
Below are some simple strategies you can use to make data more effective in your public campaigns —whether you’re trying to shape public opinion or get decision-makers on your side.
Turn Data Into a Story People Care About
Data can be dry, especially when it’s just a collection of numbers and statistics on a page. The trick is turning that data into a story that people can connect with. Think about how often you are inspired by a story about how that chart impacts real lives, compared to the chart alone.
Strategy to try: Ask yourself, why should people care about this data? If you’re working on a campaign for safer streets, you could highlight a story about a local neighborhood affected by inadequate speed limits. Back that story up with your data on rising pedestrian incidents and noise pollution. Instead of just sharing dry statistics, you’ve humanized and made the data personal.
Tip: The next time you prepare to share data, try explaining why the data matters to your neighbor or a friend. Humanizing the data and putting a face to the numbers makes the issue feel real.
Share Data That People Understand
Let’s be honest: Even the most data-hungry among us don’t want to wade through pages of reports and spreadsheets with no connection point. If the data you’re sharing is hard to understand or digest, it’s going to be nearly impossible to make your intended impact. Instead, think about simplifying your data to get your point across more effectively.
Strategy to try: Infographics, charts and even short videos can simplify complex data and make it attractive to your audience. For example, if you have data on how a policy reduced air pollution, create a before-and-after graphic with punchy copy showing the difference. Visuals and real stories help your audience see the point in all the data.
Tip: Take one piece of data you’ve been working on and turn it into a visual. Try a simple bar chart or infographic to see how the visual impact changes how your audience receives the data. Tools like Canva (free) or even PowerPoint can help you create templates and quick graphics.
Tailor Your Message for Policymakers and the Public
Data you present to the public likely looks different than the data you deliver to policymakers. While data influences both groups, the way they use those points differs. The public needs to feel personally invested before taking action, while decision-makers need to understand tangible outcomes and the broader impact.
Strategy to try: Before creating a campaign, think about what matters most to your audience. For the public, it might be the immediate benefits they’ll experience from a policy (like cleaner air, safer streets or increased access to healthcare). For policymakers and decision-makers, highlight data around cost savings, return on investment and public satisfaction.
Tip: Challenge yourself to create two versions of a data point you’re using. One should be customized to a general public audience and focused on how it affects their daily life. The second should be tailored to decision-makers and highlight measurable outcomes. Track how the focus shifts depending on who you’re targeting.
Let Your Data Lead the Way to Impact
Data is often the linchpin of successful government campaigns, but how successful the data is depends on how you use it. Turning statistics into stories, making data easy to understand and visualize, and tailoring it to a specific audience can effectively drive policy change.
Start small by testing some of these strategies in your work today. Whether you’re looking to influence public opinion or sway decision-makers, there’s a lot you can do with a powerful story and the right data.
Jen Nieto is the founder of Civica Growth, a B2G content marketing consultancy helping GovTech companies, government contractors, nonprofit organizations, and industry leaders communicate effectively with public sector audiences. Jen’s unique insider perspective, honed over a decade in federal, state, and local government, allows her to create content for her clients that resonates with and motivates government decision-makers. She holds a Master’s degree in Political Management from The George Washington University and is deeply interested in digital modernization’s potential to make government more responsive, efficient, and collaborative. Off-duty, you’ll find Jen devouring the latest fiction novel or sipping lattes on her patio, possibly doing both at once.
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