Putting Power In Your PowerPoint

There are 30 million

PowerPoint presentations

given every ___.

There are 30 million

PowerPoint presentations

given every day.

They are given wherever

people gather to hear

messages.

And …

The classroom

It is a teacher’s job to ________.

It is a teacher’s job to influence.

INFLUENCEA B

Instructional comm researchers have seen influence in terms of power.

INFLUENCEA B

EXPERT POWER

RELATIONAL POWER

Uh oh.

Putting power in your PowerPoints

Creating slides that help, rather than hinder, your teacher influence messages.

Why are PowerPoints so often

powerless?

The native structure of PowerPoint’s pre-fab templates creates an outline, not an argument.

Topic

• Subtopic No. 1

• Sub-subtopic No. 1





• Subtopic No. 2

Outlines are ideal for information organization, not for influence power.

Sentence-fragment titles make the slide’s purpose unclear …

U.S. Resource Use

… as do bullet lists that bury the point of the slide, forcing the audience to find it.

U.S. Resource Use

• The U.S. uses:

• 42% of all aluminum worldwide

• 31% of all the petroleum

• 29% of all the phosphate

• 27% of all the copper

• 25% of all the zinc

• Approximately 30% of all the resources worldwide

What’s the slide’s main point?

?

To see how that form doesn’t help your influence power, let’s apply the “Will my teacher buy this?” test.

Late Paper

• My Excuse

• Dog

• Snow

• Computer

• Sick

• Whatever it takes

Nobody talks like this when the communication purpose is to influence.

To create slides with influence

power, use the “Tell and Show”

method.

Tell: Use full-sentence titles that clearly assert the slide’s main purpose.

Research shows that flexible teachers are

1,000 times more likely than inflexible ones

to receive excellent student evaluations.

Late Paper

• My Excuse

• Dog

• Snow

• Computer

• Sick


Show: Place evidence specifically supporting the slide’s assertion in the remaining space.

Research shows that flexible teachers are

1,000 times more likely than inflexible ones

to receive excellent student evaluations.

Very flexible

Flexible

OK

Rigid

Granite

Late Paper

• My Excuse

• Dog

• Snow

• Computer

• Sick


Tell:

Although the U.S. has 5% of the world’s

population, we use 30% of the world’s

resources.

U.S. Resource Use

• The U.S. uses:







Show:

U.S. Resource Use

• The U.S. uses:









resources.

Aluminum

Petroleum

Phosphate

Copper

Zinc

UC engineering students who saw the slide on the right scored significantly higher than those who saw the other.

U.S. Resource Use

• The U.S. uses:









resources.

Aluminum

Petroleum

Phosphate

Copper

Zinc

Source: “Rethinking the Design of Presentation Slides” (Alley & Robertshaw, 2004)

When you can, show with

visual, rather than textual,

evidence.

Infographics clarify data-rich content, showing relationships at a glance.

U.S. Resource Use

• The U.S. uses:









resources.

Aluminum

Petroleum

Phosphate

Copper

Zinc

They produce significantly higher content retention and understanding.

Spoken text/

reading text

Spoken text/

reading text/

graphics

Spoken

text/

graphics

50%

100%

91%

32%

46%

Source: Beyond Bullet Points (Atkinson, 2004)

Use pie charts when you want to display percentages of a whole.

Sales

1st Qtr

2nd Qtr

3rd Qtr

4th Qtr

When you display spreadsheets, use the “call” method to focus attention on the data most critical to your argument.

A B C D E F G H

1 100 103 100 103 100 103 100 103

2 102 104 105 106 107 108 109 110

3 104 105 105 106 107 108 109 110

4 105 106 105 106 107 108 109 110

5 106 107 105 106 107 108 109 110

6 107 108 105 106 107 108 109 110

7 108 109 105 106 107 108 109 110

8 109 110 105 106 107 108 109 110

9 110 111 105 106 107 108 109 110

10 111 112 105 106 107 108 109 110

11 112 113 105 106 107 108 109 110

12 113 114 105 106 107 108 109 110

13 114 115 105 106 107 108 109 110

14 115 116 105 106 107 108 109 110

15 116 117 105 106 107 108 109 110

16 117 118 105 106 107 108 109 110

17 118 119 105 106 107 108 109 110

18 119 120 105 106 107 108 109 110

108

Tell and show is especially

helpful with abstract content.

Frames/schema interaction

• Frames

Latent but widely known cultural story lines, or dramas, connecting and giving meaning to the events, states of affairs and images comprising media communications. (Gamson & Modigliani, 1987).

• Schema

The subjective cognitive and affective structures rooted in individual personality and experience that perceive, respond to and evaluate the frames offered by communicators (Van Gorp, 2007).

• Interaction

Affects the relative impact of media communications on public opinion.

How do people’s minds work?

Fact

Fact

Fact

Cognitive and affective structure of beliefs, values, experience


Person No. 1


Person No. 2


Person No. 3

These structures are called “frames” for the media and “schema” for individuals.

Frames Schema

Latent but widely known cultural story lines, or dramas, connecting and giving meaning to the events, states of affairs and images comprising media communications. (Gamson& Modigliani, 1987).


The transaction between frames and schema affects the relative impact of media communications on public opinion.

Frames Schema




Frames Schema



The way things are.


Frames Schema



I see things differently.

The way things are.


Frames Schema



The way things are.


Frames Schema



I see things that way.

The way things are.

When appropriate, structure

and deliver your content as

a story.

Imagine your content is a screenplay, and write a script to focus your ideas.

Act 1 sets the scene, clarifying place, person, problem and possibility.

The solution is the relevant knowledge you’re offering your students.

Act 2 unfolds the story, showing how or why your solution will work.

Act 3 connects your solution to your audience’s desire.

In review:

Q: What is the problem with common PowerPoint slide design?

A: Outlines are for organizing, not for influence.

Q: What is a better slide design for influence messages?

A: Tell and Show.

Q: How do you “tell” on a slide?

A: Full-sentence assertions as titles.

Q: How do you “show” on a slide?

A: Visual evidence.

Q: When appropriate, how do you structure your content?

A: As a story.

PowerPower

Real-world examples from

actual pitches in the business

world.

Long-term media relationships

• TelevisionTNT

ABC

Lifetime

NBC

TBS

Nickelodeon

• RadioWKTI

WLS

WTMJ

Many more

• PublicationsChicago Tribune

Milwaukee Magazine

Chicago Magazine

Milwaukee Journal Sentinel

Many more

We have long-term relationships with Chicago, Milwaukee, Madison, and Rockfordmedia.

We have long-term relationships with Chicago, Milwaukee, Madison, and Rockfordpublications.

Market conditions and trends

• Number and size of resorts increasing

• Competition getting more intense

• Higher cost of advertising in major markets like

Chicago

• People staying closer to home for leisure activities

• Families have less leisure time and lower leisure

budget

• Customer expectations much higher

The S&B media team knows this market’s conditions and trends.

Num

ber

of

reso

rts

Siz

e o

f re

sort

s

Com

petition

Chic

ago a

d $

$

Clo

ser-

to-h

om

e t

ravel

Cust

om

er

expect

ations

Budget

Tim

e

Experienced media planners

• Created media plans for all phases of resort

marketing

Grand opening

Event promo

Competitive threat

New amenities

Year-long continuous

We have created strategic media plans guiding resorts through all development stages.

Grand

opening

Event

promo

New

amenities

Year-long continuous

Competitive

threat

Strategic Direction

• Radio Markets/Budgets

Columbus - $95,000

Madison - $13,000

Milwaukee - $102,200

Mansfield - $2,618

• Total Budget - $212,818

We recommend a total radio budget of $212,818.

$102,200

$13,000

$95,000

$2,618

Milwaukee

Columbus

Madison

Mansfield

Putting Power In Your PowerPoint

Business

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