Field Notes Inside an Integrated Communications Agency

The Triangle AMA host lunches once a month that vary in topic, but most times if you work in this industry they provide information for your job in one way or another. This month was about data, not something I deal with often, but the core messages drove home for all areas of presentation giving. Susan Moore, who has published, "Wake Me Up When the Data is Over", and Elissa Fink the Senior Vice President of Tableau Software both presented. It was clear they had a lot of experience with the benefits of turning data on its head, and even the presentation glaze.

Data can help clients, both internally and externally, find the true goal of an initiative. However, sometimes people won't remember a number, but they do remember a story. You paint the whole picture, show someone the future, create order and help them interact with a simple anecdote or a metaphor. You can use 90 seconds of words instead of 50 slides of boring, and avoid the presentation glaze.

But how do you take a list full of numbers and turn into a story that everyone will remember?

1. Be Authentic - relate it to a personal story
2. Be visual -use a picture that will stick with the group or even humor
3. Make it easy - don't create a chart that isn't readable, that is worse that bullet points
   
4. Invite discussion - if your audience can relate to the subject, then the information has stuck. Open up the conversation after the presentation on a blog, intranet or discussion board
   
5. Make it interactive

They had some parting advice about how to implement this concept in a data driven company, give attendees a heads up. Don't have them come into the monthly meeting and be surprised by the new format. However, let them leave remembering the guiding point, but still give them the old version of content as well, but maybe as a supplement piece.

They also suggested looking to the film industry for inspiration in telling stories. If you are able to read a book about film technique or even take a class it can help in establishing the flow and pieces that are essential to a story, to spite the audience or format.

Additional resources include:

• National Storytelling Network
• Perceptual Edge
• Presentation Zen

I think the most applicable use of this information in my industry, Web, is to use this concept in any presentation. Find the guiding point and create a story. It could be used simply in presenting a problem, user type or even presenting site analytics.