Summary

Figure 9-5.—Obscuring results. no need to hide the data from anyone by making the scale too hard to see such as in the first graph produced. There also should not be any of the surveyor’s personal interests involved in choosing the method of display. The data should be presented with only the com- munication of the facts as the goal. Given that the CO was astute and, being an engineer, well aware of statistics and their uses, how creditable would the JO sound when bragging about the advertising campaign for the racquetball courts and how the TAD upset that campaign? What if the CO was a racquetball player and knew how hot the courts were in the summer? Would the credibility of the JO then come into question? Of course it would! The lesson on graphics is simple. Use whatever visual communication device you need to get your message to its intended audience. Nevertheless, beware of making the data look suspect by taking too many creative liberties. Remember, many in your audience will be as good of a statistics consumer as you now are Figure 9-6.—Suitable display. Figure 9-7.—Exaggerated results. and once the data becomes suspect because of an obvious attempt to manipulate the figures, your credibility is gone and your efforts have been wasted. SUMMARY This chapter is part of the JO 1 & C training manual because of the growing demand from the public affairs community and the ongoing need of internal media relations to know what is happening and to know their audience. Survey production and analysis have only recently been included in the occupational standards for journalists, but it has long been a part of the rating. AFRTS and, since 1975, NBS, have always required an annual audience survey. More and more public relations practitioners in the civilian world are having to prove their worth on the bottom line to their chief executive officers (CEOs). Proving the money value, more often than not, entails sophisticated statistical analysis of program effect. 9-11