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David Henderson: Messages, Brand Journalism workshop 14-15th April 2011
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David Henderson: Messages, Brand Journalism workshop 14-15th April 2011

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Brand Journalism workshop 14-15th April 2011 was an international event organized by Media education CEE

Brand Journalism workshop 14-15th April 2011 was an international event organized by Media education CEE

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Transcript

  • 1. The Influence of Messages
  • 2. Power of 3 Messages1. Logical - it only makes sense.2. Analytical - facts and data supported.3. Emotional - the human connection we all share.
  • 3. 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.
  • 4. Myth of Mission Statements“A bunch of guys take off their ties andcoats, go into a hotel room for threedays, and put a bunch of words on apiece of paper – and then go back tobusiness as usual.”
  • 5. Myth of Mission Statements• 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.
  • 6. Positioning Messages• 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.
  • 7. Umbrella Messages• Emotional• Logical• Analytical
  • 8. Umbrella Messages• Emotional - human experiences in plain language.• Logical - examples of shared experiences which make sense.• Analytical - supported by data, facts.
  • 9. The Shape of Messages
  • 10. Get to the Point, FirstGet to the Point! Supporting Examples, Stories, Data Summarize
  • 11. This is Boring!
  • 12. 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.
  • 13. Emotional• The human experience.• Might show emotion, an experience.• Expresses passion.• Must be relevant and support umbrella statement.
  • 14. 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.
  • 15. Analytical• Facts, data, evidence, findings of reliable sources.• Must be relevant and support umbrella statement.
  • 16. How it Fits Together
  • 17. Get to the Point, Tell a Story, Capture AttentionGet to the Point! Supporting Examples, Stories, Data Summarize