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Messaging

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by

Michael Clarke

on 6 September 2017

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Transcript of Messaging

WORDS THAT WORK
The need and why we offer the solution
Defining Arguments
The key planks on which we rest our case
Proof points
The hard evidence
In an environment characterised by...
[trends, dynamics, constraints]
And with [ ] demanding...
[needs, concerns]
We offer...
[unique contribution
and ambition]
Underpinned by...
[capacity, capability,
credibility, compatibility]
Which provides the
unique benefits of...
[customer / citizen /
user outcomes]
What we are doing
Scale
Evidence of need
Skills
Our record
Understanding
Our impact
Commitment
Resources
Methodologies
Behaviour
Assurance
OR
OR
Clear, demonstrable, relevant
Statistics
Case studies
Endorsements
Anecdotes
30 seconds
2 minutes
30-60 minutes
Messaging to make your case and build your business
An
individual
,
group
or
organisation
that can materially affect your organisation's
ability
to achieve its
objectives
Regulator
Legislator /
policymaker
Service user
Media
Etc...
They're
important
...
So they need to be
managed...
So you need to
communicate
with them.
Effective communication
depends on a good
understanding
of
drivers
needs
concerns
interests
so your communication
resonates.
A simple, logical process
Identify your own
objectives
Identify who holds
the

keys
to your success
Prioritise
them...
Influence
Interest
x
x
x
x
x
x
x
x
What do you want them to
do?
Or
not
do?
What's important to them?
What's worrying them?
What do they want?
In general? From
you?
What do they want to avoid?
How do they like to work?
How do they like to communicate?
Who are they connected to?
Source of funding
resonates.
resonates.
Benefits:
Clear
Consistent
Concise
Relevant
Evidence-based
Communication
Reinventing the wheel again and again
NOT:
Different people saying different things
Saying things you can't back up
Giving irrelevant information
This is not original...
1992
Little Rock, Arkansas
Westminster
2010
All Government activity must contain four messages:
This is a modernising Government
The Government is delivering on its promises
Its policies are in the mainstream
The Government is providing a new direction for Britain
London 1997
4-6 short, factual statements
ords
ork
W
hich
Benefits
citizens
service users
regulators
funders
policymakers
Test it
Why now?
Why us?
Why this?
A simple process
to focus your creativity
and insight
on your goals
and your target audiences
Let's talk about YOU
and show we understand you
and your worries
and the world you live in
otherwise how can we claim to
be able to help you?
(What is this?)
Us
Rivals
Key stakeholder
Stakeholder
Us
Rivals
Messaging
Core Script
Core Script
Defining Arguments
Research
Let's go to work
Whitehall
2015
The questions
we want
to answer:
A straw man...
In an environment characterised by...

... stubbornly high reoffending

... continuing pressure on resources
With policymakers demanding probation breaks
the cycle of reoffending...

and delivers more for less...

...by focusing maximum resources on the
front-line and innovating in the way it delivers its services
We offer an efficient, IT-enabled service

... which offers many new services and interventions, in more engaging ways for service users
...underpinned by the values of three organisations, two from the third sector

with long experience of this work

plus significant investment in new IT
Delivering the benefits of better compliance through better engagement and better case management...

Better cost efficiency so more focus on the front line...

Leading to reduced reoffending.
Our defining arguments:
Technology enabled

Three unique, values-driven organisations leading a coalition of partners

Experienced staff combining best of public, commercial and third sector
Proof Points?
IT system
Innovation
Performance
Success stories
Next Steps
Finalise stakeholder map
Share full analysis
Complete messaging
Consider toolkits, training
Full transcript