How to use framing to shape your messaging strategy
Framing is used to construct, refine, and deliver messages. How information is presented (the ‘frame’) influences and changes decision making and judgment about a subject.… Read More
Messaging
Use this easy 5-step formula for more effective campaign messaging
Business communication is littered with long-winded documents of all kinds that we have to brace ourselves to read. The ones that frustrate me the… Read More
How to create a strong message strategy in campaigns
Messaging is the key to achieving impact with communication. Key messages create focus, control, and intensity in influencing your target audiences in campaigns. Key messages… Read More
Don’t use the same headline in online as well as offline content
Headlines are the most important part of any written content. Advertising legend David Ogilvy pointed this out decades ago, and his words are still quoted.… Read More
David Ogilvy’s writing secrets could be just what you need for better headlines
The best way to write a headline is to first take the time and effort to learn about the subject so you gain enough perspective… Read More
Help employees connect strategy to their daily activities
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
How to evaluate copywriters and their material
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
Build strategic messages into media interviews
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
Storytelling pays off for you
"Are you telling stories again?", your parents probably said to you when you were young, suspecting you of not being totally truthful. But metaphorical stories… Read More
How to counter rumors on the grapevine
This article has been quoted in the New York Times. Since formal channels of internal communication don't address all the socialization needs of employees, informal… Read More
