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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

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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.