Finding and Communicating the Story - Presenting - Lesson 6 of 6
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Lesson 6: “How to Present the Story” is the final instalment of this webinar series, presented by Ray Poynter
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Finding and Communicating the Story - Presenting - Lesson 6 of 6
- 3. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Agenda 1. Brief recap 2. Think, Feel, Do 3. From finding the story, to telling the story 4. Narra5ve flow and structure 5. Working with numbers 6. Achieving impact
- 4. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 The Frameworks Approach 1. Define and frame the problem – A problem fully defined is a problem half solved 2. Establish what is already known – Find out what is believed and what the expecta5ons are 3. Organise the data to be analysed – Systema5c checking and structural procedures 4. Apply systema5c analysis processes 5. Extract and create the story
- 9. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Movie Popcorn Think, Feel, Do 1. Think, the ‘facts’ – Popcorn has saturated fat, saturated fat is not good, there are limits 2. Feel, the emo-onal message – 3 junk meals in one day is unwise/gross 3. Do, what do you want people to do? – When you are about to buy popcorn, think about all that fat, feel a bit sick/scared, do trade down or trade out
- 11. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Finding Versus Telling Most of the steps in finding the message in the data are NOT part of the communica5on Finding the story – Show me the contenders for the main story and let me choose one – Alterna5ve perspec5ves, alterna5ve stories Communica5ng the story – Here is the one story I want to show
- 14. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Different Formats Imply Different Styles • Presenta5on on a screen (e.g. using PowerPoint) • Webinar/Virtual Mee5ng • Talking face-to-face • Talking via telephone (or similar) • Standalone presenta5on • Wrilen report • In the body of an email The story remains the same, but the storytelling varies.
- 15. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Architecture of a Typical Story • Elevator Pitch • 3 suppor5ng themes • 3 pieces of evidence for each theme • Execu5ve summary, including the elevator pitch and the three themes • All other detail goes in the appendix or sent separately HT Mike Sherman
- 16. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 ABC of Narra-ve Flow A. A beginning, middle, and end – The flow should be linear B. Use storytelling devices (humour, personal anecdotes, interac5on etc) to enhance the flow C. Ensure the audience are on the same path (e.g. redundancy, interac5on, summaries)
- 17. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Good and Bad News There are four typical stories – Good news – Good news with caveats – Bad news with some op5ons – Bad news The storytelling for these four cases is different Good news and bad news are defined by what the client wanted AND what the research finds
- 19. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Communica-on = Think, Feel, Do 1. Think Informa5on you want to audience to have. 2. Feel The emo5onal level. 3. Do What is it people should do amerwards?
- 21. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 The Story • Don’t talk about every ques5on, tell the story • Reorganise the data to match the story – Not the order they were collected in • Use the data to support the story – Not the story to animate the data • Think, Feel, Do
- 22. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Tips Delivering the Story 1. Don’t focus on what people said – What did they mean, what should the audience do? 2. Let the story unfold, in a linear way 3. It is about both the message and the audience 4. Aim to create memes – HT Tom de Ruyck 5. Send other interes5ng material separately
- 28. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Robust Simplifica-on ü 90% of our customers prefer A – Our customers prefer A X 20% of the market prefer B, but 25% of our customers prefer B – Our customers prefer B
- 33. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Key Number Tips • If people need the numbers, consider a table – If you are using a chart, the numbers should be largely irrelevant • Minimise the number of numbers • Minimise the number of digits • Don’t repeat symbols unnecessarily (e.g. % or $) • Avoid decimal places if possible • Posi5ve integers between 0 and 100 are good – Between 0 and 10 is beler
- 34. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 The Seven Ages of Man • Infant • Schoolboy • Lover • Soldier • Jus5ce • Pantaloon • Second childhood From Shakespeare’s As You Like it, soliloquy by Jacques
- 36. How many alcoholic drinks did you have this weekend? 30% 27% 19% 7% 19% 14% 31% 49% London Manchester 10 or more 5 to 9 2 to 4 1 None
- 37. How many alcoholic drinks did you have this weekend? 30% 27% 19% 7% 19% 14% 31% 49% London Manchester 10 or more 5 to 9 2 to 4 1 None
- 39. Infographics?
- 43. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 3 Op-ons for the ‘Nice to Know’ 1. Include them in the appendix 2. Break them up into nuggets and: – Send them to people who will find them useful – Use them as a chance to have mee5ngs, maintain contact, and/or sell in 3. Use as part of the framework for future projects
- 45. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 The Big Picture • Think, Feel, Do • Use the research to illuminate the story – Not the story to make the research palatable • Know whether it is Good News or Bad News – Depends on the message AND the audience • Be clear about what you are recommending and why – And be brave