Bodies Partner for PR Stats Best Practice Guide

In the UK, The Chartered Institute of Public Relations (CIPR) has partnered with the Market Research Society (MRS) and Royal Statistical Society to launch a best practice guide for using statistics in communications and in the reporting of research results.

The CIPR, which is the professional body for PR practitioners in the UK, has 9,500 members involved in all aspects of the profession. Its new guide will provide advice on using statistics to support campaign objectives, and on improving communications professionals' knowledge of what should be included in their work.

The guide also identifies when users should obtain expert statistical advice, and provides a glossary of common statistical terms and information about pitfalls to watch out for.

The guidelines have been written by CIPR members Andrew Garratt and Adrian Penrose, with support from the MRS and the Royal Statistical Society.

Geoff Gosling (pictured), Chair of the MRS Market Research Standards Board, comments: 'The accurate reporting of research results is essential for the public understanding of, and trust in, research. I hope that these guidelines will assist in promoting accuracy and clarity in reporting in the future.'

Web sites: www.cipr.co.uk , www.mrs.org.uk and www.rss.org.uk .