dataviz/docs/01-say.md

# SAY – Convey a message

SAY covers all aspects of conveying messages to the recipients of reports and
presentations.

_Conveying messages_ means that reports and presentations, both as a whole as well
as within their individual components, intend to say something to the recipients.
Messages in this sense can be determinations, explanations, clarifications,
recommendations, and other forms of statements.

This chapter covers introducing, delivering, supporting, and summarizing messages with
respect to the objectives of senders and receivers.

1. [Know objectives](#sa-1-know-objectives)
2. [Introduce message](#sa-2-introduce-message)
3. [Deliver message](#sa-3-deliver-message)
4. [Support message](#sa-4-support-message)
5. [Summarize message](#sa-5-summarize-message)

## SA 1 Know objectives

Good reports (presentations) successfully achieve both the goals of the writer
(speaker) and of the readers (audience).

## SA 1.1 Know own goals

![Figure SA 1.1: Know own goals](img/sa-1.1.png)

Do not start creating a report or presentation without a clear vision of
what to achieve with it. The least goal is to inform about an
interesting detection. A higher goal is to make the reader (audience)
understand a problem by explaining it. The ultimate goal is to get a
decision on a suggestion provided and to cause corresponding actions.

## SA 1.2 Know target audience

![Figure SA 1.2: Know target audience](img/sa-1.2.png)

A good report (presentation) will try to answer the questions of the
readers (audience). So it is important to know the target audience (e.g.
their function, position, network, knowledge, experience, attitude,
behavior, worries, cultural background) and their goals, preferences,
and expectations.  Do they only want to get informed about
interesting detections, or are they looking for an explanation to a
problem? Are they willing to make decisions and to act accordingly? Who
might object to the message and why?

## SA 2 Introduce message

The addressees appreciate an introduction mapping the actual situation followed
by an explanation of the given problem. Raising a question will focus on the
given message.

## SA 2.1 Map situation

![Figure SA 2.1: Map situation](img/sa-2.1.png)

Mapping the situation means compiling and presenting the related facts.
Be sure to cover all relevant aspects and obtain a general consensus
concerning the facts. In general, this means not yet describing the
given problem but presenting facts and goals already known to the reader
or audience. It is advisable to begin with a positive and generally
accepted description of the situation in order to prevent early
contradictions.

## SA 2.2 Explain problem

![Figure SA 2.2: Explain problem](img/sa-2.2.png)

After mapping the situation, introduce the challenge or complication,
affecting the reader or the audience. It should make everyone aware of
an interesting, critical, or even dangerous problem.

## SA 2.3 Raise question

![Figure SA 2.3: Raise question](img/sa-2.3.png)

A good introduction raises the relevant question from the perspective of
the recipient of how to solve the complication in the described
situation. The question at the beginning of each report or presentation
then leads to the message, i.e. the answer to the question.

## SA 3 Deliver message

Delivering the message means answering the question asked at the end of the
introduction. Messages detect, explain, or suggest something the report or
presentation later explains in detail.

## SA 3.1 Detect, explain, or suggest

![Figure SA 3.1: Detect, explain, or suggest](img/sa-3.1.png)

Messages in reports and presentations can detect, evaluate, explain,
warn, complain, threaten, excuse, suggest, or recommend something
interesting. Make sure to deliver these messages in a complete sentence
in order to be understood.

Today, many messages in business reporting are pure _detections_.
Since detections are statements that can be checked whether they are
true or false, they should be formulated as precisely as possible.

Explaining the reasons for a detection (_explanation_) or even
deriving a _suggestion_ on how to solve the problem or at least
on how to further proceed can add value.

![Figure SA 3.1.1: Classification of messages](img/sa-3.1-1.png)

This figure shows a classification of messages with examples
from the business environment (Source: Hichert, R. and Kornwachs, K.)

## SA 3.2 Say message first

![Figure SA 3.2: Say message first](img/sa-3.2.png)

Every report, every presentation, and every single page or exhibit can be
summed up with a clear overall message. This message usually comes first
and is proven afterwards. For the readers or the audience it is more
difficult to follow the storyline if the message comes at the end.

Be cautious applying this rule in presentations (not in reports) with
bad, unexpected, or unpleasant messages (e.g. layoffs) or in a cultural
environment, where directness is considered impolite.

## SA 4 Support message

_Supporting the message_ covers some technical and practical aspects of
message conveyance.

## SA 4.1 Provide evidence

![Figure SA 4.1: Provide evidence](img/sa-4.1.png)

Substantiate the message in order to prove the message by facts and
figures. If possible, a presentation slide should itself explain or
prove the speaker’s message and not – as very often seen in practice –
be explained by the speaker. This can be done by spoken sentences
possibly supported by charts, tables, and pictures.

## SA 4.2 Use precise words

![Figure SA 4.2: Use precise words](img/sa-4.2.png)

The more unambiguous the language, the clearer the message. Only precise
words will be understood. Speaking about “relevant” or “significant” (in
common speech, not as a statistical term) content leads to
misinterpretations and misunderstandings. Speaking about facts and
figures will prevent them.

## SA 4.3 Highlight message

![Figure SA 4.3: Highlight message](img/sa-4.3.png)

Visually highlight messages in the communication objects presented –
namely in charts, tables, graphs, and pictures. This facilitates
comprehension and reduces the time needed to understand complex
situations. In most cases, it should be possible to highlight the
important parts of the content by underlining the most important facts
or emphasizing interesting details. Objects and pages without
highlighting indicators tend to be a statistic rather than a report.

## SA 4.4 Name sources

![Figure SA 4.4: Name sources](img/sa-4.4.png)

Naming sources for the material presented increases the credibility.
Projected slides can omit them but written reports and handouts must
include them.

## SA 4.5 Link comments

![Figure SA 4.5: Link comments](img/sa-4.5.png)

Use comments in written reports and handouts to add explanations,
conclusions, and similar statements. Projected slides in presentations
rarely need any comments because the comments are given by the speaker.

Number comments related to specific parts of a page (e.g. words, numbers,
or visualization elements) and link them to the respective parts. Post
numbered comments in text boxes on free areas of a page. General
comments concerning the whole page are not numbered. Post them as a
footnote at the bottom of a page.

## SA 5 Summarize message

Conclude a presentation with the overall message, including the next steps and an
explanation of the consequences.

## SA 5.1 Repeat message

![Figure SA 5.1: Repeat message](img/sa-5.1.png)

Avoid the phrase “Thank you for your attention” at the end of a
presentation. Instead, presenters should briefly sum up their message
one last time – in one sentence, if possible. At the conclusion of a
successful presentation, the audience will be thanking the presenters
for the information. Repeating the message from the beginning of a
presentation at the end helps the audience check the quality of the
storyline and brings the presentation full circle. In reports, on the
other hand, such repetition is not necessary as the reader can quickly
browse back to the respective summary at the beginning.

## SA 5.2 Explain consequences

![Figure SA 5.2: Explain consequences](img/sa-5.2.png)

Conclude reports and presentations with proposals for decisions to be
taken and an explanation of their consequences. This is the real
objective of a presentation: Convince the audience of both the message
and the suggested steps to be taken next.

[Organize content →](02-structure.md)