Communication messages - how to create good messages

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  • NotesI run a management communication training company. Clients come to me because they need to be able to write and speak clearly about their organisation, sector, policy positionsI do a lot writing and presentations skills training. But often the writing skills are not the entire problem. Often people don’t know what a message is.They don’t know what they are doing to their audiences.We often think
  • Communication messages - how to create good messages

    1. 1. How to develop effective messages Management Communication Training www.communicatingeu.com
    2. 2. Andrew Manasseh • 25 years training, business development, staff management and training • British Council 15 years in Thailand, Czech Republic, Italy and Brussels • 9 years EU communications and PR training • Work with EU trade associations, EU institutions, governments, corporate
    3. 3. Communication objectives Raise awareness Develop opinion Change behaviour
    4. 4. 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.communicatingeu.com
    5. 5. The message house
    6. 6. Messages need proof Hard proof • Statistics • Trends • Graphs • Charts • Percentages • Voter turnout Soft proof www.communicatingeu.com
    7. 7. Messages – the message house Four questions 1. What’s the big picture? 2. What two or three supporting statements do you have? 3. What is your proof? 4. What do you want them to do? www.communicatingeu.com
    8. 8. Spot the message Meet your life companion Through innovative, reliable products and services; talented people; a responsible approach to business and global citizenship; and collaboration with our partners and customers, Samsung is taking the world in imaginative new directions. MessageSlogan Information Credibility Reason Facts Magnification Presentation Psychology Emotion Memory Image Do not mix!
    9. 9. McDonald's Mission We’re determined to continuously 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 communities in which we operate. From the beginning, we’ve been a company committed to doing the right thing. Today, our values continue to be the foundation for who we are, what we do, and how we operate,
    10. 10. EU Institution Clichés 2012 - European Year for Active Ageing and Solidarity between Generations • The year is intended to raise awareness of the contribution that older people make to society. It seeks to encourage policymakers and relevant stakeholders at all levels to take action with the aim of creating better opportunities for active ageing and strengthening solidarity between generations. • Awareness • Policymakers • Stakeholders • Creating opportunities • Strengthening • Solidarity
    11. 11. Messages – the message house Four questions 1. What’s the big picture? 2. What two or three supporting statements do you have? 3. What is your proof? 4. What do you want them to do?
    12. 12. For more information about out training courses info@communicatingeu.com http://communicatingeu.com/ www.linkedin.com/A Manasseh twitter.com/andimanas www.communicatingeu.com

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