1. Choosing the appropriate format
We have just seen how to include visualizations in our story.
Now, we'll learn when to use several presentation formats.
2. Data storytelling road
This is the final piece in our communication strategy. We've designed our story,
3. Data storytelling road
we've defined our approach,
4. Data storytelling road
we've selected the right data,
5. Data storytelling road
and we've chosen an impactful visualization.
6. Data storytelling road
Now, it's time to present it to our targeted audience.
7. Which format is more effective?
A good communication format shows
key information from our project in a way that is
engaging,
and easy to understand.
8. Which format is more effective?
There are two main formats that we'll discuss here:
written reports and
oral presentations. Most data science projects will require a written report and an oral presentation, but in the end it depends on the situation and project at hand.
9. Presentation strategy
There are several things to consider when sharing findings:
Our audience,
10. Presentation strategy
the content to include,
11. Presentation strategy
special requirements to take into account,
12. Presentation strategy
and which channel to use.
13. Presentation strategy
All these elements help us define the best format to communicate our results.
14. Stakeholders
The first thing to consider is who we are presenting to. This helps figure out
Why they need to know about the findings:
For accountability?
To understand the methodology?
How are they going to use our findings?
To make a decision?
To start a new project?
What information do they need?
Our results?
The impact our findings have?
15. Content
The answer to these questions will help us decide which content to include.
Should we focus on results,
conclusions,
include recommendations,
or just explain the methods in detail?
16. Requirements
The next step is to identify whether any stakeholder has special requirements.
Do they have enough time to read a detailed report, or is a short meeting better?
Do they report to someone else, and need a document to back up a claim?
Are they in a different timezone, so a written communication is preferred?
17. Consumption
We also need to think about how our presentation will be consumed.
We could write a document such as a Word doc, a Jupyter notebook, a blog post or an article.
We could also build a slide deck.
Then, how will it be delivered? Will we present directly to stakeholders, being able to answer comments or questions, or will we share it by email or Slack and get questions later?
Finally, how big would the audience be? You wouldn't present things the same way in a conference room of six people or a ballroom of two-hundred.
18. Oral communication
Selecting the correct format depends not only on the audience, but also on the strengths and weaknesses of the different formats. Oral communication allows for building a
relationship with the audience,
and for immediate feedback or actions.
It delivers a rich message because body language and voice add meaning.
However, unless you provide a recording, the message cannot be revised because there is no permanent record of communication,
and it is not suitable for lengthy messages, as the longer the presentation is, the more chance there is that the audience will lose focus at some point.
19. Written communication
The written format
provides records of communication so the message can be analyzed on the longer term.
It is easy to share with large audiences,
and it's less prone to emotional reactions.
It is also suitable to share code with any technical stakeholder for review or replication.
However, not seeing the audience reaction makes it harder to adapt,
as the feedback is not immediate but will come later in the form of comments.
20. Appropriate format
Let's look at an example. We are presenting our findings to
the communicatb company CEO. She is interested in our conclusions and wants quick answers to her questions. She's rather busy, but happens to be visiting our office at the end of the week.
This is a perfect occasion to set up a quick meeting and deliver our findings using an oral presentation.
21. Appropriate format
After the meeting,
the CEO tells us
important decisions will be based on our conclusions
and reported to investors.
Now, it's time to structure them in a written report, taking into account the questions and feedback we got from her.
22. Let's practice!
Now, let's see if you can select the appropriate format given the situation at hand!