Messaging

Help employees connect strategy to their daily activities

01 Jun, 2020 Internal communication, Messaging, PR planning, strategy, budgeting

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 messages need to be passed on consistently and effectively throughout the organization in a tailored way, not as mass-communication, head-office gloss or propaganda. Link the 'big picture' with the 'little picture' for employees The messages should link the ‘big picture’ with the ‘little picture’ so that staff can see ...

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Easy formula for unlocking the power of stories

01 Jun, 2020 Messaging

By Rob Biesenbach As communicators, we are constantly reminded of the power of stories, and urged to incorporate more storytelling in our work. I find people are either totally intimidated by the notion of telling a story or they’re overly confident, passing off mere “happenings” as full-fledged stories. So allow me to demystify and clarify the storytelling process so you can learn to find, shape, and tell better stories. What is a story? I ...

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Build strategic messages into media interviews

01 Jun, 2020 Media relations, Messaging

Media interviews provide a great opportunity to communicate strategic corporate messages. It’s not easy to do this in a natural way when the interview may have been arranged about something else like a new product. Therefore, communicators who act as a corporate spokesperson or who prepare managers for media interviews can take advantage of the opportunities by developing some core messages. These strategic messages can be incorporated into all types of media interviews to ...

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Capitalize on your email signature

01 Jun, 2020 Messaging

Reviewing my business email signature block recently, I realized proper consideration is needed to capitalize on the impression it gives. Some email signatures look professional; others look like an afterthought. I find it discourteous when people don’t bother to use their name to sign off an email – they just use their signature block or template, which means in effect they don’t bother signing their emails. Many tools and apps are available, paid and ...

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How to evaluate copywriters and their material

01 Jun, 2020 Marketing communication, Messaging

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 another. Or we write the creative material ourselves. Either way, it helps to understand what to expect from copywriting work. A couple of traditional ways to evaluate copywriters’ work is to measure the response rates and ROI they have achieved in previous campaigns. But what other ways can be ...

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How to create compelling key messages

01 Jun, 2020 Messaging

Messaging is the key to achieving impact with communication. Key messages create focus, control, and intensity in influencing your target audiences. Key messages are the foundation of your communication strategy and should be used in all communication activity. They are not taglines. Key messages aren’t appropriate to be memorized and repeated word-for-word, but should be used as guidelines so they can be included naturally into conversations. So what are key messages? They are the ...

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What you can do to combat misinformation

01 Jun, 2020 Messaging

By Jessica Henderson, Account Executive at Painted Dog Research, Perth, Western Australia. Every day we are bombarded with information from television, the internet, social media, radio, and from people we talk with. We accept a lot of information from these sources as true unless we have a reason not to. However, occasionally (and perhaps less occasionally in election campaigns – shades of Donald Trump!), information we have accepted as being true turns out to ...

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Ten smart ways to communicate complex ideas

01 Jun, 2020 Communication campaigns, Messaging

The business environment has become more complex. Issues and ideas are now more complex. We have to find strong ways to communicate complex concepts and ideas. This article details 10 astute ways you can do this to break through to more effective communication. It is available to you in a special Kindle collection of 12 top articles on communication campaigns for only $11.99 including tax. Click here to buy.

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How to use framing to shape your messaging strategy

01 Jun, 2020 Communication campaigns, Communication plans, Messaging, PR planning, strategy, budgeting

Frames provide a quick and easy way to process information to interpret a message. Developing an overall frame for messaging in a campaign gives you enormous power to focus attention and to influence the message receiver. This article contains practical guidelines and examples on developing effective frames. The article is available to you in a special Kindle collection of 12 top articles on communication campaigns for only $11.99 including tax. Click here to buy.

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