A message frame is a guide. It informs people where to look, but more importantly, helps them interpret what they see. Every message – whether… Read More
As a communication professional, you need to create compelling content that people want to read. Great content is essential to reach all your target audiences — including… Read More
Features describe a product or service. Benefits describe why those features matter, how they are useful to the target audience, and which attributes make the item more useful… Read More
People’s emotions influence what they buy and other decisions they make. Most people believe their decisions are based on rational analysis of the available alternatives.… Read More
Framing of messages is essential for strong leadership. Frames provide people with a quick and easy way to process information. They are cognitive shortcuts we… Read More
A vital role for communicators is to tell all stakeholders, especially staff, about the decisions and the planned outcomes from the strategic planning process. Key… Read More
As communicators, we will inevitably need to appoint a copywriter at some stage to prepare creative material for direct marketing campaigns of one kind or… Read More
You can capitalize on a great opportunity to build strategic messages into media interviews. However, it’s not easy to convey strategic or key messages in… Read More
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