The Trump assassination attempt provides several good examples related to the FINESSE fishbone diagram and the I in FINESSE.
FINESSE Fishbone Diagram
The Communicating with FINESSE fishbone diagram identifies the seven factors that produce effective communication in the face of complexity and uncertainty. The seven factors are Frame, Illustrations, Noise Reduction, Empathy, Structure, Synergy, and Ethics.
The I in FINESSE
The I in FINESSE stands for Illustrate. Illustrate includes all the visuals, graphics, videos, and other media in technical reports and presentations.
Picture
Geospatial
Time Series Chart
Table
Tornado Diagrams
Guiding Graphic
When to Use FINESSE
The FINESSE fishbone diagram is used for big decisions over long periods.
FINESSE is not a primary communication approach during a crisis. The FINESSE fishbone diagram applies best before and after a rare event.
The Strategic Communication of the Trump Assassination Attempt
The visual should relate something relevant and simple to the decision at hand or that is at least interesting to the audience. The rule is to use one of each essential graphic but not use two of the same type - at least do not use two of the same type without a lot of heated discussions.
One Photo
The photo should relate something relevant and simple to the decision at hand or that is at least interesting to the audience. More importantly, in strategic communications, the photo should be capable of carrying the central messages of all of the work.
The alternative text associated with this photo could be, “Former US President Donald survives shot to the head by would-be assassin.”
The actual go-to photo may change as better ones become available. Or, the after-action (root cause analysis) of the shooting may produce different ones over the course of the investigation. However, it is hard to argue that this picture is the one for all others to “beat.”
One Geospatial Depiction
The geospatial depiction is usually some form of map that orients readers and decision makers. It must carry a singular important message.
The alternative text associated with this photo could be, “The would-be assassin gained a close position to former President Trump and had a clear line of sight.”
I have already seen better geospatial depictions that include text with distances. However, this initial BBC map has two insets and clearly shows just how close and how good the line of sight was. It becomes the single geospatial depiction that others can beat.
Other Visuals
There are four other essential graphics, and I will briefly comment on two.
The FBI and US Secret Service will produce a causal factor timeline. For now, however, USA Today's narrative timeline is the one to beat.
Again, A guiding graphic produced by the FBI or US Secret Service should be available to communicate the process used in the investigation and all major milestones. The guiding graphic is the only one of the six essential graphics that is part informational and part decorative.
The Trump Assassination Attempt and the FINESSE Fishbone Diagram
Different communication approaches are needed for normal operations, emergencies, and long-term decision making. The FINESSE fishbone diagram is used for big decisions over long periods. The Trump assassination attempt provides several good examples related to the FINESSE fishbone diagram and the I in FINESSE.
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