united way communications, marketing and messaging june 30, 2011
TRANSCRIPT
UW_Template_022704 2
Agenda
• Communications
– The changing landscape
– Trust
• Message and messaging
• Message platform
• Incorporating key messages in public communication
CommunicationsTrust
UW_Template_022704 3
Q. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in 22 countries and the U.S.
CommunicationsTrust
UW_Template_022704 4
Q. When a CEO makes business decisions for his or her company, which stakeholder SHOULD BE most important to a CEO’s business decisions? Informed Publics ages 25-64 in 22 countries.
Communications The Changing Landscape
UW_Template_022704 6
• Direct to multi-channel
• Programs to partnerships
•Shareholders to stakeholders
Communications is now about public engagement
Communications Effective Messages
M = EC3
Message =
Emotion
Credibility
Contrast
Connection
UW_Template_022704 9
UW_Template_022704 10
Communications Effective Messages
• Two or Three
• Brief
• Accurate
• Simple
• Vivid, colorful language
• Facts
• Statistics (sparingly)
• Examples
• Anecdotes
• Experts
UW_Template_022704 11
Communications In Telling Your Story, Remember That “News” is:
•Something different today than yesterday.
•Surprising, unexpected, or counterintuitive.
•The first, biggest, most comprehensive.
•Raising new issues, problems, solutions.
•Linked to what’s already in the news.
•Intriguing to your neighbor.
Communications Coherent Messages
UW_Template_022704 14
Lee ScottPresident and CEO
“Save Money; Live Better”
Leslie DachEVP Corp & Gov Affairs
“From jobs to health care and the environment, we play a role in society : helping people save
money so they can live better.”
Doug McMillonSam’s Club CEO
“Sam’s Club lowers the cost of doing business for small business, so our members can save money
and live better.”
Eduardo Castro-WrightPresident Wal-Mart, US
“Wal-Mart’s merchandise, affordability and convenience help our customers save money and
live better lives.”
Linda DillmanEVP, Benefits
“By getting more value for our health care dollar we save people money and help them live better,
healthier lives.”
Mike Duke, Vice Chairman, WMT Int’l
“No matter the culture or language, Wal-Mart’s mission is
universal: saving people money so they can live better.”
Susan ChambersEVP, People Division
“Wal-Mart associates have the opportunity to build careers and to create better lives for themselves
and their families.”
John AgwunobiPres., Prof. Services
“Business has a role to play in offering health care solutions that help people save money and live
better, healthier lives.”
Communications Contact
Wilhelm “Bill” Meierlingtel +1 703 836 7112 ext. 283
cell +1 202 573 9812
email [email protected]
skype wilhelm.meierling
UW_Template_022704 17