Storytelling Techniques for the Business Presenter - 2014 - Chicago

Summit Executive Centre
205 North Michigan Avenue, 10th Floor, Chicago, IL 60601
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee
Storytelling Techniques for Business Presenters - October 23-24

​Listen to a sneak peek Storytelling Techniques for the Business Presenter podcast by Instructor Fred John, Vice-President of ESOMAR

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We all are expected to present, whether it’s the results of a study, the latest sales data, a new business plan, or the launch of a new campaign. Generally, the information being conveyed appears in a detailed report that has often been distributed already. The presentation becomes a review of the numbers, facts, ideas, or conclusions offered in a serious, straight-forward manner backed by information-rich slides lifted from the report.

Despite the value of the content, many presentations fail to engage the audience, let alone persuade them to action, because of a simple misunderstanding:

The deck is not the presentation. The presenter is the presentation; the deck is a prop.

Historically, marketers, researchers, advertising and public relations professionals have depended on the content to guide their presentations, often relying on a structure borrowed from the scientific method to make their case. This rigor is appropriate, and can best be appreciated when reading a report. But an over-reliance on due diligence can be mind-numbing in a conference room, and the audience may tune out before the conclusions and/or call to action is reached.

The key to creating more impactful presentations is understanding what you are really trying to communicate, answering the basic question, “So what’s the story?” and allowing that to shape your entire presentation. It’s also necessary to know the primary purpose of your presentation—to inform, explain, defend, or persuade.

Alternative structures and tools are considered by exploring how various art forms organize and deliver information that communicates a “story” while engaging the audience from beginning to end. Examples are provided from film, drama, literature, and music. Particular emphasis is given to the art of story-telling. Story-telling techniques provide a powerful set of tools that enable you to communicate your message(s) in an engaging manner. Lessons derived from masters of the art can be incorporated into business presentations in two ways—by shaping the structure, and by guiding the delivery of the content.

In this workshop, you will learn how to distill the building blocks that form “the story,” and how to communicate your messages in a truly creative way. This will be a highly interactive session in which full participation, on both the individual and group levels, are critical to success.  Participants should bring in one or two examples of recent presentations they’ve made, sufficiently sanitized, that they can share with the group.

Storytelling Techniques for the Business Presenter - Learning Objectives

  • What is the true nature of a presentation?
  • How do you determine what the key message—the story—is that you want to communicate?
  • What are traditional ways of presenting information of this type?
  • What are the challenges inherent in these traditional ways?
  • What alternatives might be considered in organizing information?
  • What can business presenters learn from the arts?
  • How do certain art forms organize information?
  • How do various art forms hold the audience’s attention?
  • What is the role of a story-teller?
  • What makes story-telling successful?
  • How can business presentations apply storytelling techniques related to structure/flow?
  • How can business presentations apply storytelling techniques related to delivery?
  • How can my own presentations become “stories” that engage the audience while communicating key information and a point of view?

Storytelling Techniques for the Business Presenter - Who Should Attend

The workshop is intended for anyone responsible for presenting information of any type to management, peers, outside audiences, etc. This would include professionals in the marketing, market research, public relations, and advertising sectors, on both the supplier/agency and corporate sides. The learning can be appropriate at any level within the organization, and may be especially relevant to those in the middle-to-higher level who are called on to present not only information, but to draw conclusions and make concrete recommendations.

Storytelling Techniques for the Business Presenter - Cancellation Policy

All Training Intensive cancellations and requests for refunds must be submitted to the AMA via email at cchun@ama.org. Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee.

Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to info@ama.org at least two weeks prior to the event start date. No refunds will be given after October 9, 2014.

A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company.

Storytelling Techniques for the Business Presenter - About the Speaker
C. Frederic John

Storytelling Techniques for the Business Presenter – Agenda

Day 1

8:00 - 8:30 a.m. Registration and Continental Breakfast

8:30 a.m. - 3:00 p.m. Program (includes lunch, morning and afternoon breaks)

1. Introductions of leader and participants
a. Introduce selves
b. Why enrolled/expectations
c. Types of presentations participants currently make (marketing, sales, PR, research, etc.)

2. Introduction to the workshop
a. Goals, ‘rules,’ leader expectations
b. Game plan for sessions

3. Rationale for workshop-- many presentations are not particularly compelling
a. What do we do now?  How successful? Participants share experiences
b. Why do we do what we do?
c. Perceived challenges to presentation effectiveness

4. What are we really trying to accomplish in our presentations? Differences by different purposes, such as:
a. Sharing information or data, informing/educating
b. Presenting future plans, campaigns, or products
c. Influencing/persuading your audience to pursue future action

5. A perspective on presentations

6. Getting at the essence
a. Exercise: Finding levels of meaning in a number of readings
b. The mental process in two directions (How do we know this? What does it mean? What else might it mean?)
c. Combining two or more information sources, arguments, or other elements

7. Structures of current presentation models
a. Participants share own experiences
b. What we’ve inherited from the scientific method
c. Some alternative structures
d. Inherent problems with existing models

8. Group Exercise: Uncovering the nature of Truth and a paradox revealed (using British “humor”)

9. What can we learn from the arts?
a. Role of form/structure
b. Importance of sequencing/juxtaposition
c. Importance of delivery—how it’s communicated

10. What is storytelling, and how does it work (well)?
a. Participants share articles they feel are well written
b. A theory of storytelling
c. Two meanings of “story”

11. Organizing the flow
a. Models from various sources
b. The power of openings
c. And of wrapping up

12. The storyteller’s toolkit (delivery mechanisms)
a. Repetition
b. Metaphors
c. Tone, pacing, humor, etc.

13. Applying storytelling to the real world
a. How do you start?
b. How far can you go?
c. Who’s in the audience?

3:00 - 5:00 p.m. Work on individual assignment

14. Individual Assignment – re-crafting existing presentation as a “story”
a. Each participant takes an existing presentation and recasts it, in whole or part, in “story” form, based on workshop learning
b. Final product can be complete PowerPoint deck, or word document
c. Workshop leader available to help


 

Day 2

8:00 - 8:30 a.m.—Continental Breakfast

8:30 a.m. - 4:00 p.m. Program (includes completion/refinement of individual assignment, lunch, morning and afternoon breaks)

15. Participants finalize their assignments, leader provides help as needed

16. Review/critique of assignments
a. Each participant shares his/her story with the group
b. Feedback provided by leader and group

17. General assessment of what the group has accomplished
a. How easy/difficult task was
b. How well workshop learning fit their own needs
c. How well group feels they did

18. Review of session learning

19. Closing thoughts on applying learning to real-life responsibilities

 
Registration is not available at this time.

Training Series Location 
Summit Executive Centre
205 North Michigan Avenue, 10th Floor
Chicago, IL 60601-5922
Phone: 1 888.887.2070 or 1 312.938.2000
Fax: 1 312.861.0324

L
ocated in the heart of downtown Chicago on the northeast corner of Michigan Avenue and Lake Street (two blocks South of the Chicago River), Summit Executive Centre is just steps away from Millennium Park as well as the City's premier hotels, shopping and entertainment.
The Summit is conveniently located near two international airports: O'Hare (18 miles) and Midway (11 miles). It is also within a three to eight minute walk of six of Chicago's finest hotels, connected to two of them (the Swissôtel and Hyatt Regency Chicago) through an enclosed concourse and literally steps away (140 to be exact) from the rear exit of the Fairmont to the side entrance of the facility.

Recommended Hotels 
Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive 
Chicago, IL 60601 
Phone: 1 312.565.1234
Reservations: 1 800.233.1234
Walking Distance to Summit (3 minutes) 

Swissôtel Chicago 
323 E. Wacker Drive 
Chicago, IL 60601 
Phone/Reservations: 1 312.565.0565
Walking Distance to Summit (5 minutes)
For individual reservations, click here for the direct booking link.

Fairmont Chicago 
200 North Columbus Drive 
Chicago, IL 60601
Phone/Reservations: 1 312.565.8000
Walking Distance to Summit (Less than 2 minutes)

Hard Rock Hotel Chicago
230 North Michigan Avenue
Chicago, IL 60601
Phone: 1 312.345.1000
Walking Distance to Summit (1 Minute)

Club Quarters
75 East Wacker Drive 
Chicago, IL 60601 
Phone: 1 312.601.3400
Walking Distance to Summit (less than 5 Minutes)
For individual reservations, contact the hotel directly at 312.601.3400 and ask for the "Summit Executive Centre Corporate Rate".

Comfort Suites
320 North Michigan Avenue 
Chicago, IL 60601 
Phone: 1 312.204.6902
Click here for the direct booking link.

For more information, please visit Summit Executive Centre Accommodations

Area Attractions and Events
Please visit the Chicago Convention & Tourism Bureau for additional city information.

A
DA 
The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting. 

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. Call 1 800.542.9700 within the U.S. and Canada. Reservation lines are open Monday through Friday 8 a.m. - 6 p.m. CST or, you may contact them via email at association@towertravel.com.  

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees. They are dedicated to providing superior customer service and hassle-free travel arrangements. Please note that fees, restrictions and cancellation penalties will apply.

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National Car Rental
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Directions to parking 
Michigan Plaza 205/225 North Michigan Ave.

Fro
m Michigan Ave.
Take Michigan Ave south across the river to the third stop light, Lake Street., and take a right (West). Immediately turn right (North) on Garland and then right (East) on Lower South Water. Stay on the far right side of the pylons. Follow signs for 205 / 225 Michigan Plaza to the 2nd stop sign after crossing Lower Michigan Ave (Lower Columbus Dr.) and take a right (South) for one block. Take another right (West) on Lower Lake St. The entrance to the Public Parking Garage will be at the end of the street on your right.

F
rom the North Suburbs
Take the 90/94 exit at Ohio St. and proceed East to State St., and take a right (South). At Illinois St. take a left (East). At Lower Michigan Ave. take a right (South) and proceed across the river to the second stop light, Lower South Water, (the first light is Lower Wacker Dr.) and take a left (East). Stay on the far right side of the pylons. Follow signs for 205/ 225 Michigan Plaza to the 2nd stop sign (lower Columbus Dr.) and take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

From the South or West Suburbs
From 90/94 or I 290 follow signs into Chicago via Congress Parkway. Take a left onto Columbus Dr. Proceed north for 5 lights to South Water Street. Make a left (West) and go DOWN THE MIDDLE RAMP TO THE STOP SIGN. Make a sharp left "U" turn around the pylons back East to lower Columbus drive. (Follow signs for 205/ 225 Michigan Plaza.) At lower Columbus Dr., take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

From LSD North/South
Exit at Randolph Street. Take a right (North) onto Columbus Drive. At the second light make a left (West) onto South Water and go DOWN THE MIDDLE RAMP TO THE STOP SIGN. Make a sharp left "U" turn around the pylons back East to lower Columbus drive. (Follow signs for 205/ 225 Michigan Plaza.) At lower Columbus Dr., take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

Park on any level P1-3, but you must pay on P-1 before exiting the garage. Take the elevator up to the Lobby Level of the building. Proceed to the security desk for your daily pass. Take the elevators on the left and go up to the 10th floor.

Parking Prices as of January 1, 2012  
(subject to change without notice) 
$11.00 - prior to 7:30am until 10pm
$13.00 - prior to 9am until 10pm
$24.00 - after 9:30am
$18.00 - 2 hours to 4 hours

Transportation
O’Hare International Airport 
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00 
Airport Shuttle: GO Airport Express 
Approximately $29.00 one way (subject to change)
Train: $5.00 for travel that originates at O’Hare Airport (subject to change)
Allow approximately 45 minutes to an hour

By train from O'Hare Airport 
Take the "Blue Line To Loop" train into the city (about a 45-minute ride) to the Washington/Randolph Street station (below ground). Proceed up to the street level and walk east on Washington to North Michigan Avenue. Make a left and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

Midway Airport 
Taxi: Allow 45 minutes to 1½ hours
Approximately $30.00-45.00
Airport Shuttle: GO Airport Express 
Approximately $24.00 one way (subject to change)
Train: $2.25 (subject to change)
Allow approximately 45 minutes to an hour

By train from Midway Airport 
Take the "Orange Line To Loop" train into the city (about a 35-minute ride) to the State/Lake Street station. Proceed east on Lake Street to North Michigan Avenue. Cross over North Michigan Avenue and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

H
elpful Websites
Chicago Transit Authority 
Metra Rail 

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