Statistics tricks you

   "Trick-or-treating may be widely banned on Halloween in the wake of riots in London this year." Mail Online, The Daily Telegraph and other news agencies reported the statics presented by Santander Insurance on 30-31 October, suggesting more people are reluctant to meet masked youngsters at home.
   According to the statistics, about 22 per cent said the visits by children requesting sweets should not take place this year, while 50 per cent would make it mandatory for parents to accompany the kids. It goes on to say 43 per cent of people would support a ban on people wearing masks that obscure their faces. After reading this article, our PR lecturer burst into laughter. "Are you serious?" Actually I did not hear any news about banning trick-or-teat on Halloween.

Extracted from Mail Online

   The message implied by the statistics is "Buy insurance for your house and properties, otherwise you will lose everything on Halloween." The spokesman for Santander says "For peace of mind in case any damage is caused, we would also urge people to keep their property and possessions protected with comprehensive home insurance."
   Statistics is an effective way to make a new story. Although it depends on news agencies whether the statistics get publicity, of course, Santander took advantage of riots and related the tragedy with their business. Obviously journalists do not take the advertisement, so Santander conducted online interview with 2,005 adults between 25 and 26 October, which would became usable for an article. The figure also included fear appeal. Santander employed multiple tactics of public relations.
   I found out that only the Daily Telegraph reported with paper version on 31 October. Mail Online, The Mirror, The Express and The Press Association covered the story at their online news sites. The Time, The Guardian neglected it. I thought low self-monitored people tent to take the story seriously.
   The problem is that journalists like statistics, which provide a clear headline. Five newspaper articles that I researched resemble very much and have similar phrases in common. They may be copied from the press release directly. I could not compare the articles with the press release because the press release has not been uploaded at Santander's website. If I were a journalist, I would regard it as rubbish. Have you seen anybody with masks rejected on Halloween this year?  Statistics lies on behalf of those who conducted it.

<Reference>
Paxman, L. 2011. Ban Trick or treating? How August's riots have made us terrified of our neighbours' children. [online] Mail Online. 31 October. Available at: http://www.dailymail.co.uk/femail/article-2055578/Ban-trick-treating-How-Augusts-riots-terrified-neighbours-children.html

The Mirror. 2011. Halloween: Fifth of people would back trick or treat ban after UK riots. [online] 30 October. Available at: http://www.mirror.co.uk/news/latest/2011/10/31/a-fifth-back-trick-or-treat-ban-115875-23526826/>

The Express. 2011. One in five says trick-or -treating should be banned. [online] 31 October. Available at: <http://www.express.co.uk/posts/view/280748One-in-five-says-trick-or-treating-should-be-bannedOne-in-five-says-trick-or-treating-should-be-bannedOne-in-five-says-trick-or-treating-should-be-bannedOne-in-five-says-trick-or-treating-should-be-banned>

The Press Association.,2011. A fifth 'back trick or treat ban'. [online] 31 October. Available at: <http://www.pressassociation.com/component/pafeeds/2011/10/31/a_fifth_back_trick_or_treat_ban?camefrom=pages>

The Daily Telegraph. 2011. Call for trick-or -treating ban in wake of riots. The Daily Telegraph. 31 October. p.5.