Business Communication Chapter 10

1
Business CommunicationChapter 10

• Managing Data and Using Graphics

2
Communicating Quantitative Information

• Before data can be communicated usefully, it must
  be classified, organized, condensed and
  summarized in some sort of table to enable
  analysis.
• Then appropriate graphics can be selected to
  convey the patterns and correlations you discover
  in the data.
• Yes Martha, a picture really is worth a thousand
  words!

3
Using Graphics

• Your objective is to efficiently and effectively
  communicate information. Keep you message
  simple, clear and direct. Dont confuse viewers
  with fancy, complex graphics!
• Used properly, graphics simplify, clarify and
  reinforce date, enabling viewers to grasp it
  quickly and accurately.

4
Determining Whether Graphics are Necessary

• Can the material be adequately conveyed in words
  alone?
• Do the words and the graphics reinforce one
  another or do the graphics just get in the way?
  Avoid chartjunk that buries important
  information under decorative graphics rather than
  reinforcing and revealing it.

5
Using Graphics

• Use a clear, clean, simple design that makes the
  data very legible and is consistent throughout
  the presentation.
• Make sure the graphic is honest. For example,
  dont use exaggerated scales that distort or skew
  information. Does Mr. Picture match Mr. Word?
• gt Table lists exact numbers
• gt Bar Chart compares quantities
• gt Line Chart shows change over time
• gt Pie Chart shows portion distribution
• gt Flow Chart illustrates process or organization

6
Using Graphics

• Accompanying words should summarize the graphic
  and draw the most important conclusion(s) from
  it, not simply restate the data it shows.
• 35 percent of respondents are pleased with the
  rate of return from online investing 12 percent
  are not pleased 31 percent dont invest online
  8 percent use only a broker, and 15 percent dont
  invest at all.
• More than one-third of respondents are pleased
  with their rate of return from online investing.
  (the primary point)

7
Using Graphics

• Label each graphic with Figure and number them
  consecutively through the presentation for easy
  reference.
• Give each a short, but revealing, title.
• Label columns in tables clearly.
• Document the source of data in the graphic at the
  bottom of the slide.
• Show your graphics to someone who has not seen
  them to check for clarity and effectiveness.

8
Bar Charts

• Bar charts can be laid out horizontally or
  vertically.
• Begin the quantitative axis at zero, use equal
  increments, and make the bars equal width.
• Pictographs (little symbols of an object such as
  a tree) can be used in place of bars to compare
  quantity or other properties.
• Use color to differentiate bars when they
  represent different data.

9
Line Charts

• Use line charts to illustrate changed in
  quantitative data over time and depict trends.
• Use the vertical axis for amount and the
  horizontal axis for time.
• Begin the vertical axis at zero.
• Divide both vertical and horizontal axes into
  equal increments.
• Useful variations include multiple line and
  surface charts (see textbook page 350).

10
Pie Charts

• Use pie charts to display how parts of a whole
  are distributed.
• Position the largest slice at the noon slot.
• Label each with what and how much.
• To emphasize a particular slice, use a specially
  vibrant color or pull it out and display it next
  to the pie.

11
Using Graphics in Texts

• When incorporating a graphic into text, precede
  it with a brief introductory statement
  highlighting its most significant message.
• As shown in Figure 1, about two-thirds of
  consumers prefer to shop in suburban areas rather
  than the city.
• Place the graphic as close as possible to the
  introduction.