how to develop messages materials 17 july 2013
TRANSCRIPT
How to develop effective messagesWednesday 17 July 2013
Management Communication Trainingwww.communicatingeu.com
Management Communication Training
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
Management and communications training in Brussels and Europe
Brussels
EU trade associationsCorporate public affairsPublic affairs agenciesNGOsRegional officesChambers of CommerceEU institutions
Other European clients
Corporate clientsGovernmentsEU funded programmes and projectsintergovernmental agencies
I also work with colleagues
• Public relations consultants• Public affairs practitioners• Social media consultants and digital agencies• Journalists and writers• Lawyers• Management trainers
Professional Development training
• Personal communication skills• Writing skills• Strategic communications• Media relations, media training• Management communications• Performance management skills
www.communicatingeu.com
Messages
What problem is this the solution to?
How many messages do we see a day?
How many messages do we see each day?
Communication objectives
Change behaviour
Develop opinion
Raise awareness
www.communicatingeu.com
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?
Messages
Effective communications revolve around two or three
key messages
“A piece of information that you want your audience to know and act upon.”
The message house
www.communicatingeu.com
Messages need proof
Hard proof• Statistics• Trends• Graphs• Charts• Percentages• Voter turnout
Soft proof
Messages are simple
• We need clear, concise language that we can understand
• We need two or three supporting statements• The foundation is proof – hard or soft
www.communicatingeu.com
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?
Which one is a 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
InformationCredibility
ReasonFacts
Marketing / advertising Psychology
EmotionMemory
Image Do not mix!
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,
Which message works?
“Our mission is...
…to become the international leader in the space industry
through maximum team-centred
innovation and strategically targeted
aerospace initiatives.”
...to put a man on the moon and return him safely by the end
of the decade.”
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?
For more information about out training courses
http://communicatingeu.com/
www.linkedin.com/A Manasseh
twitter.com/andimanas
www.communicatingeu.com