Post on 09-Apr-2020
transcript
awma.org
Last time, we discussed framing theory and howwe can influence how our messages are receivedby giving careful consideration to the structure of the message (see “Communication Framing Supports Project Decision-Making,” EM November2013). For example, a recent study tested the response to two metaphors with respect to selection of a solution for a city’s
rising crime problem.1 The group that read “crimeis a virus” was more likely to choose a systemic, reform-based solution, while the group that read“crime is a beast” was more likely to select adirect, enforcement-based
by David Elam
David L. Elam, Jr., CIH,CMQ/OE, PMP, is a consultant with TRC Environ-mental Corp. E-mail:delam@trcsolutions.com.
em • pm file
Storyboarding presentations can help us deliver clear messages that guide recipients toward a
fact-based conclusion that is consistent with our analysis and position.
Storyboarding Builds
32 em january 2014Copyright 2014 Air & Waste Management Association
january 2014 em 33
solution. Although the underlying statistics describ-ing the problem were the same; the difference inpreference for a solution was based simply on howthe message was framed.
Of course, there is more to message delivery thanframing, particularly when we are communicatingto peer scientists and engineers who, by nature,test each point. If we are to persuade our peers toaccept a recommendation with a 20-minute pres-entation or a five-page white paper that reflectsdozens of hours of our thoughtful and analyticalwork, our presentation has to be clear, flow logi-cally, and be supported by objective data. Story-boarding our presentation—whether delivered as awritten document or from the speaking platform—can help us deliver clear messages that guide therecipient toward a fact-based conclusion that is consistent with our analysis and position.
Storyboarding was developed by Walt Disney Studios in the early 1930s. Scenes were sketchedon separate sheets of paper and then posted to abulletin board where they could be viewed, edited,
and rearranged. Today, storyboarding concepts areused to design advertising campaigns, define andimprove processes, and build high-stakes presen-tations. The process results in a flowing theme thatleads the message recipient to logical conclusion.
Although a quick online search will yield a num-ber of computer applications for storyboarding, anold-school approach using Post-it notes is an easyway to get started. Begin by writing your summarymessage, as your overarching thesis statement, onthe first note. This thesis statement is the focus ofyour presentation and clearly informs the audienceof what to expect. You can use this thesis statementas the title for your presentation, white paper, article,or report (e.g., “Storyboarding Builds PersuasivePresentations”).
Using additional notes, record additional thesisstatements that support your master thesis statementand for each one of these, note the informationthat you will use to support that the statement.Don’t worry about flow or sequencing at this point.Instead focus on generating and documenting the
Storyboarding was
developed by Walt
Disney Studios in
the early 1930s.
Table 1. Possible Thesis Statements for a Presentation Advocating Checklist Use
ID
A
B
C
D
E
F
G
H
I
Thesis Statement
Proper Checklist Design and Use Prevents Errors and Improves Efficiency
Two Leading Industries Have Benefitted from Checklist Use
Checklists Help Users Retain Task Focus During Information Overload
Checklist Type Must be Task Appropriate
Checklist Use is Fundamental to Aviation Safety
Checklist Use Improves Health Care Quality
A Do-Confirm Checklist Guides Us Through Familiar Tasks
A Read-Do Checklist Helps Us Navigate Unfamiliar Tasks
Checklists Are Vital Workflow Management Tools
Objective Evidence/Explanation
The presentation
Quotes from aviation and healthcare leaders
Graph showing subject recall during non-stressed and stressed situations
Definitions of two types of checklists
Table showing checklists used in modernaviation
Chart showing reduced infections withchecklist use
Example Do-Confirm Checklist
Example Read-Do Checklist
Summary points from each section
Presentation Element
Title
Section Header
Section Header
Section Header
Subsection
Subsection
Subsection
Subsection
Conclusion Slide
Persuasive Presentations
awma.orgCopyright 2014 Air & Waste Management Association
34 em january 2014 awma.orgCopyright 2014 Air & Waste Management Association
thesis statements and objective evidence that sup-ports your presentation. Once you’ve generated acomplete set of thesis statements, post them on thewall and arrange and re-arrange them until the storyline flows logically with appropriate transitions.When you encounter gaps, add a new thesis state-ment note, or instead, use a note to indicate whatinformation is needed.
As an example, consider a presentation that illus-trates the importance of using checklists to improveefficiency and prevent errors (see “Checking theList,” EM September 2011). Knowing that (1)checklists have found successful application in avi-ation and healthcare and (2) there are two majortypes of checklists, we might generate nine sepa-rate Post-it notes bearing the thesis statements andobjective evidence summarized in Table 1.
The next step in the process is to develop the storyline for the presentation by posting the notesto the wall or a whiteboard and then rearranging
them until we achieve an order that logically buildsour case for checklist use. Figure 1 illustrates oneapproach to organization of the presentation thatbegins with our overarching thesis statement,builds credibility for the approach by citing check-list use in industries where life and death decisionsare the norm, explains why checklists work, pro-ceeds to checklist design, and then concludes witha summary that draws on all of the presented elements.
Adjusting to a storyboarding approach will takesome time if you have been used to building pre-sentations using the generic titles of “introduction,”“results and discussion,” “methodology,” and “con-clusion”; however, once you make the transition,you will find that you will be able to communicateyour recommendations more efficiently with muchbetter prospects for acceptance or adoption. em
A
Proper Checklist Design
& Use Prevents Errors &
Improves Efficiency
B
Two Leading Industries
Have Benefitted from
Checklist Use
C
Checklists Help Users
Retain Task Focus During
Information Overload
D
Checklist Type Must Be
Task Appropriate
F
Checklist Use Improves
Health Care Quality
E
Checklist Use is
Fundamental to Aviation
Safety
H
A “Read-Do” Checklist
Helps Us Navigate
Unfamiliar Tasks
G
A “Do-Confirm”
Checklist Guides Us
Through Familiar Tasks
I
Checklists Are Vital
Workflow Management
Tools
Transition Transition
Reference1. Figurative Speech Sways Decisions; Scientific American Mind, November/December 2013, p. 17.
Figure 1. Presentationstoryline developed usingstoryboarding approach.