Messaging 101 Messaging 101 Washington Public Ports Washington Public Ports

AssociationAssociation

December 6, 2006

Rita Brogan, CEOPRR, Inc.

First, Some Math

Perception = Reality

Communication = Messaging x Delivery

More information ≠ Good Information

Why prepare messaging? Program roll-out Brand implementation Policy framework Reputation management Increase effectiveness Crisis management

“That which hits the fan is not always evenly distributed.”

What messaging provides Consistency Clarity and focus Framing Shared vision Support for strategy Self-enlightenment

Messaging Principles Take the initiative — do not wait until you are on the

defensive Seek agreement — do not try to convince people they

are wrong; give them a reason to do what you want them to do

Emphasize outcomes — do not lose sight of your long-term objectives

Maintain credibility — do not say anything that you know is not true; do not make promises you cannot keep

Enhance legitimacy — act as you want others to act

Messaging Architecture Step OneObjective

Step Two“Elevator Speech”

Step Three Supporting messages

Step Four Proofs

But will they notice?But will they notice?When it comes to message When it comes to message development, you have stiff development, you have stiff competition…competition…

People already have a lot on their People already have a lot on their mindsminds

HealthMoney

RelationshipsFamily

EducationJob

Home

Along with the stuffAlong with the stuffthey can’t control…they can’t control…

• World Hunger• Terrorism• Inflation• HIV/Aids• Volcanoes

• Cancer• Hurricanes• Tsunami• War• Pandemic Flu

And… they have lost faith in…And… they have lost faith in… Religious leaders Financial managers Employers Day care providers Elderly care providers Pharmaceutical

companies Government leaders NASA Stock market

Martha Stewart Tall buildings A solid planet Social Security Safe water Carbs Police Pit bulls Relationships

And… the competitionAnd… the competitiongot to them firstgot to them first

They already get2,000 – 3,000 messages a day

(before you even start)

And…the competition is richAnd…the competition is rich

Windows 95 Lucent Technologies Intel Saturn NutraSweet

$139,000,000$ 75,000,000$ 47,000,000$ 31,000,000$ 25,000,000

2005 Annual Advertising Budgets

And… And… you don’t get much timeyou don’t get much time

You have 3-5 seconds to catchsomeone’s attention

Your messaging needs Focus Impact Memorability Redundancy, redundancy, redundancy Content that meets your audience’s

needs/wants

“If you don’t know where you are going, any road will get you there.” - Alice in Wonderland

We are motivated by our We are motivated by our unsatisfied needsunsatisfied needs

Messaging Architecture

“Elevator Speech”

Supporting Message #1

•proofs

Supporting Message #2

•proofs

Supporting Message #3

•proofs

OBJECTIVE

The Elevator Speech

For Branding Who are we? What do we do? Who do we do it for? What makes us unique? What benefits do we offer?

Elevator Speech

For crisis management Define situation, including your role Say what you are doing to fix it Explain benefits/what you are doing to

prevent it from happening again

People want to know about benefits

NOT features

BENEFITS NOT FEATURES

BENEFITS NOT FEATURES

BENEFITS NOT FEATURES

BENEFITS NOT FEATURES

There are really only two news stories

1. Oh the wonder

2. Oh the shame

Recent Example: Alexander Litvinenko & British Airways

(British Airways) has taken the three B767s out of service to enable forensic examination to be carried out. The initial results of the forensic tests, which was confirmed late this afternoon, has shown very low traces of a radioactive substance onboard two of the three aircraft. M#1: British Airways has been advised that this investigation is confined solely to these three B767 aircraft, which will remain out of service until further notice. M#2: British Airways understands that from advice it has been given that the risk to public health is low. M#3: The airline is in the process of making contact with customers who have travelled on flights operated by these aircraft, which operate within Europe.”

King County Vaccine DrillEmergency preparedness gets a boost as hundreds are vaccinated for seasonal flu. Drill focused on increasing ability to vaccinate a large number of people quickly (on) Saturday

M #1: “In a public health emergency, people may need medication or vaccine that could save their lives, and we need to be ready to help them,” said King County Executive Ron Sims.

M #2: “This is one more example of our county’s ongoing commitment to readiness for disasters…”

M #3: Emergency preparedness is one of Public Health’s core responsibilities, and this drill advances our capacity to answer the call when people will need us most.”

Elevated lead levels found in water samples collected last spring

Results from XXX’s Public Schools' ongoing water testing program show that lead levels in some of the water samples collected last spring are higher than School Board-mandated standards of 10 parts per billion for lead content. XXX’s standard for lead is among the toughest in school districts nationwide - half of that allowed under U.S. Environmental Protection Agency guidelines.

Testing is underway to identify the cause of these results. In the meantime, the district will tape off the affected water fountains and put signs on sinks …. The district will also provide bottled water as necessary to assure students and staff have access to safe water.

The school district normally tests water every three years and was scheduled to routinely take water samples at these 35 schools in 2007. But because the district had already collected water samples during testing for arsenic in spring 2006, a decision was made to obtain results for lead as a way to get early results and reduce costs.

What’s wrong with this picture?

Audience participation

Messaging challenges We’re usually too close to the issue It is easy to misgauge the interest level

of the audience Too much information Not the right information

It’s hard to get everyone on the same page

Timely messaging is critical Delay hurts credibility. Just because you say nothing, does not

mean nothing will be said (and saying nothing can speak louder than words).

It’s the right thing to do.

Your message is your promise.Your message is your promise.

You must live it consistently through your words and images and action.

That is how you build a powerful message.

Thank you!

Rita BroganPRR

www.prrbiz.com