1. How to develop effective messages
Wednesday 17 July 2013
Management Communication Training
www.communicatingeu.com
2.
3. 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
4. Management and communications training
in Brussels and Europe
Brussels
EU trade associations
Corporate public affairs
Public affairs agencies
NGOs
Regional offices
Chambers of Commerce
EU institutions
Other European clients
Corporate clients
Governments
EU funded programmes and projects
intergovernmental agencies
5. I also work with colleagues
• Public relations consultants
• Public affairs practitioners
• Social media consultants and digital agencies
• Journalists and writers
• Lawyers
• Management trainers
6. Professional Development training
• Personal communication skills
• Writing skills
• Strategic communications
• Media relations, media training
• Management communications
• Performance management skills
www.communicatingeu.com
14. 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
18. 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
19. 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
20. 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
Information
Credibility
Reason
Facts
Marketing / advertising
Psychology
Emotion
Memory
Image
Do not mix!
21. 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,
22.
23. 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.”
24. 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?
25.
26.
27. For more information about out training courses
info@communicatingeu.com
http://communicatingeu.com/
www.linkedin.com/A Manasseh
twitter.com/andimanas
www.communicatingeu.com
Editor's Notes
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
Messages – what they are importantWe often think that message development is done by PR advertising gurus and copywriters - spin doctors, the dark arts.We think message development is the outcome of intense creative flush – but that is slogans and advertising and we will look at that.We are not do the marketing comms stuff today – that is advertising copyrighters work. We’re not come up with new advertising slogans.PR and communications a very fluffy things – not very scientific – but there are some models we can apply – some very home-made science which can help us to put structure to what we are sayingWhat we will do todayI will introduce some ideas – about messaging, how we can improveWe then get you to do a group task – plan some messages in groupsYou present to the groupWe discuss
2000 or 3000? It doesn’t matter – because we cannot process that amount of information anyway.So how do we cut through the clutter?Here are some principles for us to rememberHow many marketing messages do we see in a day? That’s a loaded question because people who should know better have been quoting guestimates for the last 15 years, including the one from Yankelvich Research (later quoted by the NY Times), that range from 3,000 to 20,000. Those higher numbers include every time you pass by a label in a grocery store, all the ads in your mailbox whether you see them or not, the label on everything you wear, etc.One of the sanest studies I came across said we see 247 images per day and probably don’t notice half of them even though we’ve been exposed. The fact that you and the message are in reasonable proximity for you to see it doesn’t mean you saw it. Our brains can’t truly process that many messages. We can’t notice, absorb, or even judge the personal merit of 3,000 visual attacks a day.The right message can link with our own desire or interest and get us to stop and look at it, watch it, or listen to it. An ad message that informs us about something we want will get noticed. If you’re lusting after a new, hot, American-made sports sedan, the Cadillac CTS TV, print, outdoor, or radio ad will catch your attention. The Ford pickup ad won’t register on your radar. So who cares if you saw it or not?Look at Times Square, for example. That has to be the densest concentration of buy-me messages on the planet. I’m guestimating myself, but I would think that if you stood on the top of the bleachers by the B’way ticket office in Times Square and slowly turned around while counting every ad on every DiamondVision, doorway, cab, bus, billboard, light pole, building, sandwich board, hawker, and flyer you’d come up with no less than 500 messages. That’s 20 minutes of overload in a perfect storm of advertising. But we don’t look at ads that way. We skim to see what speaks to or connects with our core wants, desires, and values. That’s why engagement is such a hot topic in marketing today.