Press Release Tip 34

Use simple statistics

If your press release involves statistics, like the results of a survey, keep them simple in the headline and throughout the release.

The headline on the press release below, written by the U.S. Census Bureau, could have said “almost 20 percent speak a foreign language at home.” But “nearly 1 in 5” is easier for readers to understand.

As you read the release, notice how it links to tables that provide more detailed survey results. That’s a nice way to handle all those statistics, instead of cluttering the press release with lots of numbers that would make the reader’s eyes glaze over. Providing the tables lets the media localize the story for their particular area.

The release also links to sound bites, available as MP3 files, that broadcasters could use.

Here’s the release:

FOR IMMEDIATE RELEASE
WEDNESDAY, OCTOBER 8, 2003

Mike Bergman CB03-157
Public Information Office
(301) 763-3030/457-3670 (fax)
(301) 457-1037 (TDD)                                                      
                                                        

Nearly 1 in 5 Speak a Foreign Language at Home;
Most Also Speak English ‘Very Well,’ Census Bureau Reports

Nearly 1 in 5 people, or 47 million U.S. residents age 5 and older, spoke a language other than English at home in 2000, the U.S. Census Bureau said today. That was an increase of 15 million people since 1990.

The report, Language Use and English-Speaking Ability: 2000, [PDF] said 55 percent of the people who spoke a language other than English at home also reported they spoke English “very well.” Combined with those who spoke only English at home, 92 percent of the population age 5 and over had no difficulty speaking English.

Among those who spoke a language other than English at home were almost 11 million additional Spanish speakers. According to the report, Spanish speakers increased from 17.3 million in 1990 to 28.1 million in 2000, a 62 percent rise. Just over half the Spanish speakers reported speaking English “very well.”

The report found that more than 9 in 10 people age 5 and older spoke a language other than English at home in Hialeah, Fla., and Laredo, Texas, the highest such proportion among U.S. places of 100,000 population or more. The 10 places with the highest proportions included four in Texas and three in California. (See Table 1.)

The West was home to more than one-third (37 percent) of all those who spoke a language other than English at home, the highest proportion of any region. California led the states (39 percent), followed by New Mexico (37 percent) and Texas (31 percent). (See Table 2.)

The number of people who spoke a non-English language at home at least doubled in six states between 1990 and 2000, with the largest percentage increase in Nevada (193 percent). Georgia’s residents who spoke a non-English language at home increased by 164 percent, followed by North Carolina (151 percent).

After English (215.4 million) and Spanish (28.1 million), Chinese (2 million) was the language most commonly spoken at home, eclipsing French, German and Italian over the decade of the 90s. (See Table 3.)

Other highlights:

— Of the 20 non-English languages spoken most widely at home, the largest proportional increase in the 1990s was Russian. Speakers of this language nearly tripled, from 242,000 to 706,000. The second largest increase was among French Creole speakers (including Haitian Creoles), whose numbers more than doubled, from 188,000 to 453,000.

— The West and South combined had about three times the number of Spanish speakers (21 million) as the Northeast and Midwest combined (7 million).

— More than 80 percent of the population spoke a non-English language in seven Texas counties — Maverick, Webb, Starr, Kennedy, Zavala, Presidio and Hidalgo.

The data are based on the responses from a sample of households who received the census long form. Nationally, about 1 in 6 households were included in the sample. Estimates in the report are subject to sampling and non-sampling error.  

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Opportunity #34 to write a press release: Incorporations

If you incorporate your business, write a press release. News such as this probably will generate no more than a few lines of type in the back of a business journal. But these short little blurbs keep your name out there in the media and give you a presence between the bigger stories you generate. It also provides one more way for people to find you while searching online.

Next: In the headline, answer three questions.