In the hands of a skilled communicator, data is not just a number on a spreadsheet.

It’s a whispered clue.
A breadcrumb on a path.
A constellation of insight waiting to be connected into something bigger—something human.

In internal communication, we often collect data like fireflies—tiny lights in jars. We gather open rates, pulse surveys, feedback forms, intranet hits, and engagement scores. But too often, we line these jars on a shelf, admire their glow, and forget what they were meant to illuminate.

So how do we turn data into a story worth telling?

1. Start with curiosity, not conclusions.

Every data point holds a secret—but it won’t reveal itself unless we ask the right questions. Instead of starting with what we want to prove, begin with wonder.

• Why are engagement scores dropping in one department but rising in another?
• What might explain why our most-read content is a message from a frontline worker, not the CEO?
  Like a detective or a dream interpreter, we must notice the patterns and the gaps.

2. Find the emotional undercurrent.

Behind every click is a choice. Behind every unanswered survey is a story.
Data shows what happened. But it’s our job to ask why.
That drop in response rate? It might not mean apathy—it could mean fatigue, fear, or a failure of trust.
When we listen between the lines, we unlock a deeper level of meaning that numbers alone can’t tell.

3. Craft a narrative arc.

Great stories have movement. So should our data.
Don’t just present a snapshot—show the journey:

• Where were we?
• What did we try?
• What shifted?
• What are we learning?
• Where do we go next?

This transforms data from a rearview mirror into a compass.

4. Add characters, colour, and context.

No one remembers a bar graph. But they’ll remember the time Kavita from distribution said the new portal made her feel like part of the team.
Anchor your data with quotes, anecdotes, images, or even metaphors. Bring numbers to life with the people behind them. Use context to deepen understanding, not just defend decisions.

5. Use data to build trust, not just prove success.

Too often, data is only shared when it makes us look good. But transparency creates credibility.
Share what surprised you. Share what didn’t work. Share what you’re still trying to figure out.
When you use data as an invitation—not a verdict—you invite employees into the story. And that’s where the real transformation begins.

Data isn’t cold. It’s a pulse.
It’s the rhythm of an organization breathing.
And when we tell its story with empathy, clarity, and courage, we become more than just messengers—we become meaning-makers.

So the next time you’re handed a spreadsheet, ask yourself:

🪄 What story wants to be told here?
🪄 Whose voice needs to be heard?
🪄 And how can I light the way forward, one data point at a time?

About the author:
Priya Bates is an award-winning internal communication strategist, founder of Inner Strength Communication Inc., and co-founder of A Leader Like Me. She helps organizations activate their people through powerful stories, meaningful messages, and intentional connection. Ready to make your communication count? Let’s work together.