Knowing how to effectively frame key messages is a vital skill that will help you to build your career. Framing is about the choices we all make in what and how we communicate: What we emphasize...
A message frame is a guide. It informs people where to look, but more importantly, helps them interpret what they see. Every message – whether written, spoken, illustrated, or signed – is...
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 those who may have...
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 than alternatives...
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. Therefore, most...
Napoleon said, “Men are moved by two levers only: fear and self interest.” Not quite as simple as that, but fear and loss still feature prominently. Many people agree that the two most powerful...
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 use to help make sense of complex...
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 a natural way when the interview may...
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