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Message Development

How research can develop effective messages to target audiences.
by

Chris Panetta

on 15 July 2013

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Transcript of Message Development

In-depth interviews allows to hear how elite audiences influence the discussion.
Focus groups allow you to hear how important audiences speak about issues using own language
Word clouds of transcripts hone in on key language
Journalists

Executives

Elected officials

Think tank leaders
Common themes
Reaction to others' ideas in group
Reaction to proposed messaging
Gauge awareness levels
Identify influencers in the field
Hear individual's messaging
Issue priorities
Base and persausion targets
Most convincing messages
Trustworthy messengers

Findings and recommendations backed by practice group expertise
Quantifies focus group findings among representative audience
Sets benchmarks for future comparisons
Cross-tabular data identifies base and persausion targets
Higher Education
PreK-12
Health and Wellness
Public Affairs
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