Compiling and presenting information for maximum impact

Abstract

To make the maximum impact, whether the object be to secure co‐operation or conversion, information must be compiled and presented with the answers to a number of questions in mind. To whom is the information directed? What do they want to know and what do the presenters of information want them to know? When are they most receptive to information and when are they most likely to act on it? Where can information be given especially if it is to be acted upon? Why is information wanted and why is it to be given? How is it to be given? Each medium has its strengths and its weaknesses. The choice will depend on the answers to the first four questions. Naturally enough the presentation and indeed the compilation of the information will vary from postmen to Parliamentarians and from executives to engineers. Each group will produce different answers to the five questions and on the answers will depend the presentation. If, for example, the information to be given is long it might be that the medium should be an exhibition or a leaflet. If on the other hand, emotion and drama becomes the main factor in the information then a film is undoubtedly the best medium. But whether the target groups are Parliamentarians or postmen they will want to have information which principally concerns either their constituency or the sorting of letters for their delivery.

Citation

O'Brien, T. (1974), "Compiling and presenting information for maximum impact", Aslib Proceedings, Vol. 26 No. 12, pp. 450-457. https://doi.org/10.1108/eb050482