how to develop messages
TRANSCRIPT
How to Develop Messages Wednesday 17 December 2014
Breakfast workshop
CommunicaCng Europe+ www.communicaCngeu.com
Management CommunicaCon Training
What problem is this a soluCon to?
How many messages do
we see a day?
How many messages do we see each day?
CommunicaCon objecCves
Change behaviour
Develop opinion
Raise awareness
You have to move your audience to a new place
Message
What do they think now?
What do they care about?
What do you want them to think?
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Messages
EffecCve communicaCons revolve around two or three
key messages
“A piece of information that you want your audience to know and act upon.”
The message house
Messages need proof
Hard proof • StaCsCcs • Trends • Graphs • Charts • Percentages • Voter turnout
So* proof
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Messages are simple
• We need clear, concise language that we can understand
• We need two or three supporCng statements • The foundaCon is proof – hard or soQ
Messages – the message house
Four quesCons
1. What’s the big picture? 2. What two or three supporCng statements do
you have? 3. What is your proof? 4. What do you want them to do?
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Which one is a message?
Meet your life companion
Through innovaCve, reliable products and services; talented people; a responsible approach to business and global ciCzenship; and collaboraCon with our partners and customers, Samsung is taking the world in imaginaCve new direcCons.
Message Slogan
InformaCon Credibility Reason Facts
MarkeCng / adverCsing Psychology EmoCon Memory Image Do not mix!
McDonald's Mission
We’re determined to conCnuously improve our social and environmental performance. We work hard, together with our suppliers and independent restaurant franchisees, to strive toward a sustainable future – for our company and the communiCes in which we operate. From the beginning, we’ve been a company commi^ed to doing the right thing. Today, our values conCnue to be the foundaCon for who we are, what we do, and how we operate,
Which message works?
“Our mission is...
…to become the internaConal leader
in the space industry through maximum team-‐
centred innovaCon and strategically
targeted aerospace iniCaCves.”
...to put a man on the moon and
return him safely by the end of the
decade.”
EU InsCtuCon Clichés
2012 -‐ European Year for Ac6ve Ageing and Solidarity between Genera6ons • The year is intended to raise
awareness of the contribuCon that older people make to society. It seeks to encourage policymakers and relevant stakeholders at all levels to take acCon with the aim of creaCng be^er opportuniCes for acCve ageing and strengthening solidarity between generaCons.
• Awareness • Policymakers • Stakeholders • CreaCng opportuniCes • Strengthening • Solidarity
Messages – the message house
Four quesCons
1. What’s the big picture? 2. What two or three supporCng statements do
you have? 3. What is your proof? 4. What do you want them to do?
CommunicaCng Europe 2014
What you will do with this training
What can I apply to
my job?
What resources do I need?
How can I further pracCse?
What else could I benefit from learning?
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CommunicaCng Europe 2014