Question
You are preparing to give a research presentation about the effectiveness of Toyota’s advertising to restore
public confidence in the wake of their delays in solving the accelerator pedal malfunction and antilock braking problems for high-tech hybrid vehicles. Which of the pat- terns of organization would be appropriate for your pur- pose? Why?
Traditional Patterns of Organization
• Topical: there are several ideas to present, but one idea seems naturally to precede the others in order. In a research presentation on survey research, the presenter could organize according to topical areas of the questionnaire.
• Spatial: material is organized by physical space. In a research presentation about skiing accidents in Colorado resorts, the presentation might be arranged by each specific ski area within Colorado.
• Classification: puts ideas, objects, or arguments into categories. In a presentation about what potential customers revealed in testing prototype iPads, the order of the presentation would be arranged by iPad features.
• Climax order: material is organized from the least important information to the most important. In a research presentation, elements are ordered to lead from the foundation findings to the key finding to the recommended solution.
• Problem/solution: first part of a speech describes a problem, the middle presents research findings, and the second presents a solution. In research presentations, you start with the man- agement problem, proceed to the research problem and methodology, and conclude with the findings and recommendations.
• Chronological: uses time sequence for a framework. In a research presentation on plant safety issues, the order would be determined by when each research activity (focus group, survey, experiment) occurred.
• Past/present/future: first part section discusses the past, the second the covers the present, and the third predicts the future. In a research presentation using predictive modeling of inventory patterns, the organization starts with the data patterns of the past, then the present, then models the future.
• Cause/effect/solution: first part describes the cause of a problem, the second describes its effect, and the third presents a solution. In a research presentation about the effectiveness of Toyota’s solution for accelerator pedal malfunction, the presentation starts with the discovery of the en- gineering defect, describes the effect on sales, brand image, and customer loyalty; then presents information on what research discovered about solutions which might resonate with the auto- buying public.
• Pros/cons/recommendation: benefits, disadvantages, and how benefits are superior are discussed. In a research presentation, what the researcher discovered about benefits of e-books, their perceived disadvantages, and what Amazon might do to enhance the advantage of the Kindle DX would be presented.
• Research briefing: a research briefing is another term for the oral presentation; it starts with a brief statement that sets the stage for the body of the findings and explains the nature of the project, how it came about, and what it attempted to do. This is followed by a discussion of the findings that support it. Where appropriate, recommendations are stated in the third stage.
The Motivated Sequence Organization
One specialized pattern of organization applicable to all types of presentations is called the motivated sequence and is defined as “the sequence of ideas which, by following the normal processes of human thinking, motivates an audience to respond to the speaker’s purpose.”19 The rationale, based on psy- chological principles, requires that the structure be designed to correspond to the way people habitually arrive at a decision despite individual differences. It consists of five steps:
• Attention: draw attention to the need for change.
• Need: call for change in existing conditions by creating dissatisfaction with them.
• Satisfaction: satisfy the need or address the dissatisfaction with an explanation, logical demon- stration, or practical experience, or plan to meet objections.
• Visualization: picture the benefits the proposed action will bring. • Action: detailed recommendation of what is needed to bring about the specified action.
When research presentations are designed to be persuasive rather than merely informative, this or- ganization is powerful because it has as its goal stimulating overt action. In presentations that are more informative in nature, steps can be modified or deleted.
The Narrative Organization
The narrative pattern of presentation, or what is called narrative imaging by cognitive psychologists, is discussed in greater detail in the context of “stories” in the next section. The narrative pattern is an organizational framework that involves the use of stories as the primary vehicle for communicating the presenter’s message.
We recognize that narration of stories alone may be the sole organizing mechanism for a presenta- tion. Later in this chapter, you will see how a single story may be woven into the presentation as one means of supporting a point. A legend in the speech communication field once remarked, “The only possible way you can undermine a conviction is to tell a story with a point. . . . [it will be effective] when no other type of discourse can begin to do the job—argument won’t do it, description can’t do it, exposition won’t do it. Narration is the only thing that can . . . tell a story. People will listen to stories.”20 In his book, Reynolds reminds us that we are “wired” to tell and listen to stories from the time we were kids. Unfortunately, the use of stories in business became marginalized as synonymous with fiction.21 The story’s resurrection with speakers such as Steve Jobs of Apple, Howard Schultz of Starbucks, and John Chambers of Cisco Systems not only makes it a credible tool but opens opportuni- ties for new presenters to observe how the “pros” use it effectively. See the elements for constructing a story in Exhibit 20-6
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