11. 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?
www.communicaCngeu.com
12. Messages
EffecCve
communicaCons
revolve
around
two
or
three
key
messages
“A piece of information that you want
your audience to know and act upon.”
15. 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
16. 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?
www.communicaCngeu.com
17. 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!
18. 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,
19. 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.”
20.
21.
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
22. 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?
24. 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?
29. For
more
informaCon
about
our
training
courses
info@communicaCngeu.com
h^p://communicaCngeu.com/
www.linkedin.com/A
Manasseh
twi^er.com/andimanas
www.communica6ngeu.com
CommunicaCng
Europe
2014
