| Abstract: | This book reviews the science and art of communicating data, that is, "the numbers" to lay audiences. It reviews the vast and varied literature on this topic to provide practical advice on whether, and how, data should be communicated. This book is based on five overarching themes. Firstly, there needs to be an increased awareness of the many factors and complexities to be considered, and also of the possible choices, when selecting and presenting data. Secondly, there should be a recognition of the close and inseparable relationship between public health data selection and presentation with communication purpose, intended audience(s), and communication context. Thirdly, there should be an understanding that data should support a science-based storyline, that is, the conclusion(s) based upon the current state of scientific knowledge about a specific public health topic. Next, this needs to be used ethically and in such a manner as to maximize impact. Finally, selecting and presenting data needs to avoid unintended consequences (e.g., audiences failing to attend to messages, becoming overly fearful or "underconcerned," or misunderstanding a storyline in some other way). After reviewing health communication basics, lay audiences' understanding of mathematics, common psychological tendencies affecting data understanding, and methods for presenting data, the book provides a simple framework (OPT-In) for selecting and presenting data. It also covers common public health situations faced by public health practitioners, such as education efforts to encourage healthier behaviors, acute public health situations, and advocacy. Bridging the gap between research and practice, the book contains many examples of successful data communication to lay audiences in real-world situations, stressing positive examples of "how to do it better". publisher. |
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