Timely Data Publishing

The one-shot play. Something outside your product moved your numbers, or a format is circulating that your team knows the real answer to, or you are about to commission a survey — and you have days, not quarters. This skill is about shipping that single finding fast enough to be picked up, and building in the baselines, hedges and caveats that stop a sceptical reader from waving it away.

For the recurring index — fixed annual window, published methodology, privacy floors, the thing your category cites every year — see [[../duo-proprietary-data-reports/SKILL]]. For research that establishes your product actually works, see [[../duo-measurement-validity/SKILL]].

Making a spike survive scrutiny

• [[references/baseline-and-hedge-the-spike]] — the prior-year window and an explicit "we're not sure" are what turn an unfalsifiable bump into a claim a journalist can repeat.
• [[references/say-what-your-score-does-not-mean]] — any number attached to named people gets read as a verdict on the underlying quality; foreclose that in the piece, not in a follow-up.

Getting it read

• [[references/civic-cta-not-conversion-cta]] — on a serious moment, route the ask to a third party; a signup CTA is what flips earned coverage negative.
• [[references/attach-to-a-format-already-circulating]] — distribution is the expensive half, and a meme has already paid for it; supply the payload its audience wants next.
• [[references/partner-for-the-other-half-of-the-audience]] — one global number gets one story, eight per-market cuts get eight, and a co-author doubles the reach of each.

Choosing what to publish