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Putting Power In Your PowerPoint
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There are 30 million
PowerPoint presentations
given every ___.
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There are 30 million
PowerPoint presentations
given every ___.
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There are 30 million
PowerPoint presentations
given every day.
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They are given wherever
people gather to hear
messages.
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And …
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The classroom
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It is a teacher’s job to ________.
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It is a teacher’s job to influence.
INFLUENCEA B
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Instructional comm researchers have seen influence in terms of power.
INFLUENCEA B
EXPERT POWER
RELATIONAL POWER
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Uh oh.
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Uh oh.
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Putting power in your PowerPoints
Creating slides that help, rather than hinder, your teacher influence messages.
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Why are PowerPoints so often
powerless?
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The native structure of PowerPoint’s pre-fab templates creates an outline, not an argument.
Topic
• Subtopic No. 1
• Sub-subtopic No. 1
• Sub-subtopic No. 2
• Sub-subtopic No. 3
• Sub-subtopic No. 4
• Sub-subtopic No. 5
• Subtopic No. 2
Outlines are ideal for information organization, not for influence power.
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Sentence-fragment titles make the slide’s purpose unclear …
U.S. Resource Use
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… 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?
?
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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.
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To create slides with influence
power, use the “Tell and Show”
method.
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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
• Whatever it takes
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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
• Whatever it takes
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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:
• 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
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Show:
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
Although the U.S. has 5% of the world’s
population, we use 30% of the world’s
resources.
Aluminum
Petroleum
Phosphate
Copper
Zinc
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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:
• 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
Although the U.S. has 5% of the world’s
population, we use 30% of the world’s
resources.
Aluminum
Petroleum
Phosphate
Copper
Zinc
Source: “Rethinking the Design of Presentation Slides” (Alley & Robertshaw, 2004)
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When you can, show with
visual, rather than textual,
evidence.
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Infographics clarify data-rich content, showing relationships at a glance.
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
Although the U.S. has 5% of the world’s
population, we use 30% of the world’s
resources.
Aluminum
Petroleum
Phosphate
Copper
Zinc
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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)
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Use pie charts when you want to display percentages of a whole.
Sales
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
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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
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Tell and show is especially
helpful with abstract content.
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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.
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How do people’s minds work?
Fact
Fact
Fact
Cognitive and affective structure of beliefs, values, experience
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How do people’s minds work?
Person No. 1
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How do people’s minds work?
Person No. 2
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How do people’s minds work?
Person No. 3
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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 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).
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The transaction between frames and schema affects the relative impact of media communications on public opinion.
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 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).
![Page 38: Putting Power In Your PowerPoint](https://reader033.fdocuments.net/reader033/viewer/2022052413/559a70f21a28ab07548b4614/html5/thumbnails/38.jpg)
The transaction between frames and schema affects the relative impact of media communications on public opinion.
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 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).
The way things are.
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The transaction between frames and schema affects the relative impact of media communications on public opinion.
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 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).
I see things differently.
The way things are.
![Page 40: Putting Power In Your PowerPoint](https://reader033.fdocuments.net/reader033/viewer/2022052413/559a70f21a28ab07548b4614/html5/thumbnails/40.jpg)
The transaction between frames and schema affects the relative impact of media communications on public opinion.
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 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).
The way things are.
![Page 41: Putting Power In Your PowerPoint](https://reader033.fdocuments.net/reader033/viewer/2022052413/559a70f21a28ab07548b4614/html5/thumbnails/41.jpg)
The transaction between frames and schema affects the relative impact of media communications on public opinion.
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 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).
I see things that way.
The way things are.
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When appropriate, structure
and deliver your content as
a story.
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Imagine your content is a screenplay, and write a script to focus your ideas.
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Act 1 sets the scene, clarifying place, person, problem and possibility.
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The solution is the relevant knowledge you’re offering your students.
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Act 2 unfolds the story, showing how or why your solution will work.
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Act 3 connects your solution to your audience’s desire.
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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.
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PowerPower
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Real-world examples from
actual pitches in the business
world.
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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
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We have long-term relationships with Chicago, Milwaukee, Madison, and Rockfordmedia.
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We have long-term relationships with Chicago, Milwaukee, Madison, and Rockfordpublications.
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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
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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
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Experienced media planners
• Created media plans for all phases of resort
marketing
Grand opening
Event promo
Competitive threat
New amenities
Year-long continuous
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We have created strategic media plans guiding resorts through all development stages.
Grand
opening
Event
promo
New
amenities
Year-long continuous
Competitive
threat
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Strategic Direction
• Radio Markets/Budgets
Columbus - $95,000
Madison - $13,000
Milwaukee - $102,200
Mansfield - $2,618
• Total Budget - $212,818
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We recommend a total radio budget of $212,818.
$102,200
$13,000
$95,000
$2,618
Milwaukee
Columbus
Madison
Mansfield