RAGAN - Michael Kaye is the global head of communications at OkCupid. He shared some of his thoughts on data in storytelling. "For me, communication is just as much about strategy as it is about execution," Kaye said. "I like taking a hands-on approach. That includes how I think about data when it comes to telling the OkCupid story." One of the first things he did upon joining the comms team was sit down with the data and analytics team and learn how they work. Kaye urges communicators to remember that data can come in all forms, not just numbers. OkCupid obtains much of its data in the form of worded answers. When someone joins the platform, they answer a series of questions that matches them with potential dates based on the compatibility of the answers. Kaye's incorporation of data across all aspects of his comms strategy is a reminder that there's always a story within the data. 70% of OkCupid's earned media coverage in the U.S. included data points from in-app questions.