Professional Communication: The Corporate Insider’s

Approach

Professional Communication: The Corporate Insider’s

Approach

Chapter FourArrangement: Ordering and

Visualizing Business Information

4-2

Choices in PresentationChoices in Presentation

The way in which we cause facts to have value is in the choices we make about their presentation.

4-3

Choices in PresentationChoices in Presentation

Presentation involves:

• How we group facts

• How we present facts

• How clearly, efficiently, and accurately we portray facts

4-4

Organizing RationalesOrganizing Rationales

• Definition• Type/

Classification• Status• Summary• Description• Chronology

• Process Analysis

• Comparison/ Contrast

• Causality• Interpretation• Assessment• Consequences

4-5

Graphics Are Useful . . .Graphics Are Useful . . .

• To describe a complex or new idea• To present abstract structures• To convey spatial relationships• To provide a meaningful context for

unfamiliar information• To assist in attempts to solve

problems• To detail steps in a procedure• To reinforce information provided in

text

4-6

Bertin on GraphicsBertin on Graphics

Graphical depiction of information serves to help the audience with:

• Recording information

• Communicating information

• Processing information

(Source: Jacques Bertin, Semiology of Graphics)

4-7

Key Attributes of Effective Graphics

Key Attributes of Effective Graphics

Efficiency

• Using the appropriate graphical format

• Emphasizing critical information

• Minimizing extreme decoration and distractions

4-8

Text, Table, or Graphic?Text, Table, or Graphic?

Consider three factors:

• The amount of information

• The need to read versus the need to visualize pieces of data

• The relationship among the data

4-9

Key Attributes of Effective Graphics

Key Attributes of Effective Graphics

Legibility

• Using space effectively• Providing clear and accurate

labeling of all information necessary to comprehend the graph

• Making the data and data points clear

4-10

Key Attributes of Effective Graphics

Key Attributes of Effective Graphics

Accuracy

• Avoiding using images that are suggestive of impressions different from that supported by the actual data

• Ensuring the context of the data is clear and appropriate

• Establishing scales on the axes that are complementary to the information being presented

4-11

OutliningOutlining

An outline helps ensure that each piece of text or graphic information will be targeted to:

• Contribute to achieving the purpose• Be an efficient expression of how

that purpose can be achieved• Be a clear statement of ideas,

assumption, supporting data, and conclusions

• Be an accurate and precise statement

4-12

Achieving Organization—The Lessons

Achieving Organization—The Lessons

Plan •Group related materials•Develop an outline•Establish a progression of thoughts•Apply appropriate organizing rationales

4-13

Achieving Organization—The Lessons

Achieving Organization—The Lessons

Develop

•Use outline structure to guide and build•Consider where graphics will help•Consider how main assertions can form headings, subtitles, and thesis sentences

4-14

Achieving Organization—The Lessons

Achieving Organization—The Lessons

Evaluate

•Use audience perspective to check arrangement•Assess balance among segments•Reconsider where to use narrative versus graphics