david henderson: messages, brand journalism workshop 14-15th april 2011
DESCRIPTION
Brand Journalism workshop 14-15th April 2011 was an international event organized by Media education CEETRANSCRIPT
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The Influenceof Messages
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Power of 3 Messages
1. Logical - it only makes sense.
2. Analytical - facts and data supported.
3. Emotional - the human connection we all share.
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Why 3 Messages
• Simple and believable - audiences can understand and tend to trust.
• Human nature - many of us respond well to 3 clear messages.
• Practical - more than 3 becomes redundant.
• Reality - many spokespeople cannot remember more than 3.
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“A bunch of guys take off their ties and coats, go into a hotel room for three days, and put a bunch of words on a piece of paper – and then go back to business as usual.”
Myth of Mission Statements
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• Phase 1: “Envision the future.” It can’t be done.
• Phase 2: “Form a mission task force.” Waste of time of expensive people.
• Phase 3: “Develop a draft statement.” Many hands make things mushy.
• Phase 4: “Communicate the final statement.” Hang it on the wall for people to ignore.
• Phase 5: “Operationalize the statement.” Turn the company into mush.
Myth of Mission Statements
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• Positioning messages focus on today, relevance and value in competitive marketplace.
• Describes - in plain language - what is distinctive & special about your organization.
• Positioning messages begin with an umbrella message, a consistent starting point.
Positioning Messages
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Umbrella Messages
• Emotional• Logical• Analytical
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Umbrella Messages
• Emotional - human experiences in plain language.
• Logical - examples of shared experiences which make sense.
• Analytical - supported by data, facts.
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The Shape of Messages
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Get to the Point, First
Get to the Point!
Supporting Examples, Stories, Data
Summarize
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This is Boring!
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Umbrella Message
• Starting point.
• A simple sentence - about 10 words - in plain language the brings a primary message to life.
• No adjectives or jargon.
• Build a desire to want to know more.
• Supported by three “pillar” messages.
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Emotional
• The human experience.
• Might show emotion, an experience.
• Expresses passion.
• Must be relevant and support umbrella statement.
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Logical
• A logical claim or statement that is difficult to challenge.
• Connects with audience because it makes sense.
• Shared experiences, knowledge, stories.
• Must be relevant and support umbrella message.
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Analytical
• Facts, data, evidence, findings of reliable sources.
• Must be relevant and support umbrella statement.
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How it Fits Together
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Get to the Point, Tell a Story, Capture Attention
Get to the Point!
Summarize
Supporting Examples, Stories, Data