Just about every company has messaging and FAQ documents in place. Many have a set of values that were drawn up as part of a corporate responsibility initiative. Some even get refreshed from time to time. But in a purpose-driven world messaging documents and values statements are no longer enough. Going forward, corporate and even brand messages will be heard through a values-based filter. What does your company believe in? What's your sense of purpose? How do you bring those values to life in everything you do? And, most importantly, why should I care? These are the questions stakeholders are asking today, including your own employees. How you respond is your narrative.
A narrative can be a manifesto of sorts that realigns how you tell your story against a renewed set of stakeholder values, but more importantly it must be a framework that guides every communication you make. Think of it as the North Star that will guide you through the journey ahead. Getting it right takes care and insight, but it's not something you can afford to ignore.
Message Development / Stakeholder Interviews / Message Testing / Content Development
Storytelling: Today's Media Training
Stories get remembered, they get shared, they inspire - they define who we are. Maya Angelou once said, "There is no greater agony than bearing an untold story inside of you." Built on the power of a purpose-driven narrative, we will work with you to uncover your untold (or sometimes unheard) stories. Great stories can be found in exploring corporate culture, reviewing research and development activities, and finding opportunities for you to raise your voice on the issues that matter most to your customers, industries and communities. But to be truly heard and remembered, great stories need equally great storytellers.
In today's disintermediated world, it is no longer enough for corporate executives to be able to "bridge and flag" to key messages. It's not even enough for these executives to be effective spokespeople, in the traditional sense. They need to be storytellers. And that means executives from the CEO down need to change how they communicate. Journalists are taught to write stories based on a style called the inverted pyramid. The key elements of the story - the who, what, why, where, when and how - must be told up front . As today's 140-character Twitter world has shortened attention spans, we need to take a new approach to how we communicate corporate and brand messaging. Spokespeople need to master the dual skill of being both a company executive and a journalist: they need to invert their pyramid and become corporate storytellers.
On-Camera Training / Pre-Interview Prep / Message Testing / Stakeholder Analysis
As a professor at NYU I spend almost as much time talking to the next generation of public relations leaders a I do to chief communications officers and senior executives at many of the world's most respected companies. Both groups have one key thing in common: they will be tested. And when that happens they need to be prepared.
Everyone has had the nightmare of showing up for class and forgetting they had a test that day. You wake in a night sweat, feeling unprepared and overwhelmed. The same is true when a crisis develops within an organization. But, while every crisis carries degrees of enterprise risk they also present an opportunity to demonstrate leadership, empathy and authenticity. When you do that right you can engage with stakeholders in powerful ways, and often find common ground as you work towards a mutually beneficial solution and even strengthen your reputation.
Issue and Stakeholder Analysis / Crisis Prep / Material Development/ Real-Time Response