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

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

  1. 1. The Influence of Messages
  2. 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. 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. 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. 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. 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. 7. Umbrella Messages• Emotional• Logical• Analytical
  8. 8. Umbrella Messages• Emotional - human experiences in plain language.• Logical - examples of shared experiences which make sense.• Analytical - supported by data, facts.
  9. 9. The Shape of Messages
  10. 10. Get to the Point, FirstGet to the Point! Supporting Examples, Stories, Data Summarize
  11. 11. This is Boring!
  12. 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. 13. Emotional• The human experience.• Might show emotion, an experience.• Expresses passion.• Must be relevant and support umbrella statement.
  14. 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. 15. Analytical• Facts, data, evidence, findings of reliable sources.• Must be relevant and support umbrella statement.
  16. 16. How it Fits Together
  17. 17. Get to the Point, Tell a Story, Capture AttentionGet to the Point! Supporting Examples, Stories, Data Summarize

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