Being able to communicate oneself in a clear and coherent manner is a fundamental skill for employers and employees of all levels. In general, people need a structure to process information and fully-understand how the various pieces of information correlate to one another with a clear flow.

But in a world where we often have to transmit our information very quickly and sharply, an ongoing challenge can be ensuring all of the relevant points are heard effectively. Think of all the misunderstandings you may have had at work, with false conclusions being drawn or attention lost during your written or verbal communication.

So what can we do to ensure our communication is sharp, to-the-point, and widely understood by those we are communicating to? How can we improve both our verbal and written presentation to maximise impact and encourage full attention? And is there a technique we can rely on to always remember in this regard?

One technique to always bear in mind is the story-telling technique known as SCQA or Situation, Complication, Question, Answer. First of all, frame the situation or what you are talking about as a commonly agreed starting points; then indicate the threats and challenges upon such a situation; ask the questions that need to be tackled to overcome such threats; and finally provide the answer that will ensure the threats can be overcome. By applying this technique, you’ll be able to take the reader on a clear, logical story which starts at a common base and ends with your suggested solution…just like this tip!

For more information about the SCQA Method, check out Barbara Minto’s The Minto Pyramid Principle.

We are the sports practice of global advisory firm Burson Cohn & Wolfe. We provide strategy and communication advice for sports clients around the world. For more information: