what if my audience wants a different story?

One strategy we recommend for planning and framing communications effectively is to form a Big Idea. This thought exercise helps you create a concise and compelling action statement based on what’s at stake for your audience and what they need to do. It provides a focus for the analysis and helps you decide what data to present to support the main message. 

But what if your audience already has a story in mind, which they want you to prove with data? Although this can help focus your analytic efforts, you may face a tricky conversation if your findings run counter to their ideas. How should you frame this dissenting story? That depends on whether you believe the person you are working with could be swayed to change their point of view.

The positioning of the message will be important so it does not come across as “you are wrong.”  Have a conversation with your audience to get more specifics on what they think and how they plan to use the information. Consulting for context in this way allows you to get a robust understanding of their thoughts, which may help you find more common ground.

If you don’t have the ability to get more details directly from your key stakeholder, consider asking for input from others—including those who may be as resistant to the message. Inviting feedback from someone who may not be on board can help to identify what is causing opposition and make you more prepared to address it. 

Being empathetic to your audience’s point of view up front will help build a bridge with them. Resist the temptation to appease a hostile audience by distorting your visuals for their benefit. When it comes time to communicate, present the data accurately and truthfully, and identify some potential next steps. 

Even if you take intentional steps to understand your audience’s motivations and present your unbiased results, they may disagree with your recommendation. That’s OK! Decision makers will not always agree with your suggestions. Especially in challenging circumstances, consider your work a success if it starts a conversation and engages people with your findings.

As difficult as it is to deliver unwelcome news to an audience, it is an unfortunate reality for anyone in business. Following these tips can make the process less contentious. Instead of a difficult situation being a roadblock, it can be a productive step toward a positive outcome.