Unique 3-Step Approach
When we communicate with your target audiences, we remain mindful that their mental receptors for professional information coexist with their receptors for personal consumer messages, and the need for proof of authority and credibility from information providers. Thus we approach communications signaling on 3-channels and utilize 'involvement' techniques to drive our clients' messages home.
- Signal Your Message on 3 Levels
Professionals, scientists, investors and reporters all are motivated by three types of messages. Since each message-type appeals to the mental receptors for only one of the concurrent 'life roles' of your target, the best strategies are those that will appeal to all three roles at once.
- Type A: Messages directed to audience's role as technical professionals
- Type B: Messages directed to audience's role as learned consumer
- Type C: Messages establish leadership authority and credibility of the source,
- feeding the audience's role of 'filtering and evaluating' the other two types
- Analysis first, Execution second
- first, by hearing your story and goals
- second, by sharing our own interpretive expertise
- finally, by listening to your feedback on a comprehensive preliminary plan
- Go Way Beyond "Ink"
Every client wants the maximum 'ink' and air time for their company, but new coverage works counter-intuitively, and is achieved best when not a direct goal in itself, but instead the natural outcome of a scientific marketing and communications process.
Reporters and analysts and other targets are deluged with facts daily. What rises above this 'noise level' is news delivered to them in a way enables then to experience the three (A,B,C) roles listed above. When they receive our messages on those three channels, they are energized by what has become a personally meaningful message and will want to act on it or write about it in detail.
- That means the best coverage is gained by organizing a small event or interview in such a uniquely appealing manner that reporters and other professionals are personally intrigued, and, as consumers of news, enjoy following your story --especially when they've already been provided with the facts that establish your credibility (and consequently, your story's credibility). Once we begin to get the ink and the air time--follow-up mini event-like strategies are implemented to maintain interest and grow it on a planned incremental basis. That's how you really get coverage!
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