Corporate-Stakeholder Alignment; CEOs Create Win Win Scenarios

I’ve done a number of projects for CEOs who go to their heads of communications and say “We’re tripping over our messages.” In doing these projects, I’ve discovered most organizations are tripping over their policies as well. The Challenge of … Continue reading →

Three Kinds of Research You Should Do Before Evaluation

Evaluation is important, but it is not the research you should do first. What is the first research you should do to create a successful communications program? First, I define a successful communications program as one that drives behavior of … Continue reading →

Communications Audit Bouquet from Vancouver

As you may know, I worked with Linhart Public Relations in Denver to do a communications audit of the United States Ski and Snowboard Association. These are the folks who fund and train the U.S. athletes that become the U.S. … Continue reading →

Developing Messages that Work — The Management Side of the Equation

Last month I wrote about developing messages that are persuasive to target audiences. I focused on getting input from the audience regarding their wants and needs and the language they use to express them. Of course the step that comes … Continue reading →

Developing Messages that Work

The article below is based on a presentation I gave to the San Francisco Chapter of PRSA on April 24, 2008. If you’d like to see the slides, which include a case history demonstrating the development of a message, let … Continue reading →