How do you deliver compelling messages across media?

To deliver compelling messages across media, it's essential to craft content that resonates with the intended audience and suits each platform. This requires a deep understanding of storytelling, visual elements, and messaging consistency. By combining these elements effectively, we create messages that capture attention and engage across various media channels, ensuring our communication is both impactful and memorable

Your communication objectives should ladder up to your overarching goals. Wanting to build brand affinity? You objectives should focus on ways to influence and build positive sentiment. Objectives inform the strategies and tactical portions of your plan and will often be the basis for the metrics you outline to gauge success.

I often find that using a "think, feel, do" chart can help define message points for various audiences. Start by writing out your various audiences. Then, thinking about a future state where you've already delivered the key messages, what is that that specific audience segment is thinking, how are they feeling about the information and what do you hope they will do? This framework can help you get into the mindset of your various audiences.

It's all about Brand. To build a compelling story, you need to ensure it unmistakably translates the values of your brand and that what you pitch is very aligned with what your stakeholders (customers, employees, investors) will get. Authenticity is key to triggering emotions and opening the door to memorable stories!

Digital, as we know, is all the rage but that doesn't mean the linear/ traditional channels can no longer be put to good use. Some audiences (like me), still enjoy picking up their favourite weekly paper or tuning into their favourite radio station. Remember them when crafting your communications plan. The linear content for these audiences can be re-used as short form online content and to redirect listeners/viewers/readers to your digital platforms.

Spending more time and effort in this phase of a campaign's delivery is a worthwhile investment. I've known some professionals actually spend the majority of their campaign budget not on content production / delivery, but evaluation and I can see why, especially when delivering a multi channel campaign. Comprehensively monitoring and evidencing the impact of our work should always be a priority to maintain stakeholder trust.

In the realm of communication strategies, it can be difficult to measure the success of your plan - especially when it's across several mediums and platforms. Shaping strategies for optimal results relies on change driven by data. Is storytelling in content and media not getting any traction with your brand? You know that it's one of the most effective means of communication, but the needs of every organization call for different implemented strategies. Try infographics instead. Send out surveys. Make a video. Analytics are a compass guiding you towards success, and data marks the trail.

What is missing here is the data driven or research driven insights that maketh the message. Simplifying the data message that is understood by masses ensures reach and awareness. Last, human touch to the data message makes it an enriching read!