Guest Post: Kate Emanuel, The Ad Council
Climate change, education reform, obesity prevention, cancer … name your issue. As communication professionals, we’re all tackling very complex social problems that call for very complex solutions.
I don’t have to tell you–grabbing the attention of target audiences you need to engage, regardless of your issue, is an uphill climb. You have to overcome a fragmented media landscape and substantial message clutter.
That’s why, no matter to whom you are talking—consumers, donors, volunteers or policymakers—you need to be clear and single minded.
That’s where research can make the difference.
Guest Post: Will Novy-Hildesley, Quicksilver Foundry
Welcome to the Brave New World. The good news? Communications won. Ending decades of debate over who can create the most impact at scale, Programs or Communications, today, we are declaring victory. Big C now holds the high ground. [Don’t try fact checking this at home.]
Guest Post: Ellen Schneider
How many communications efforts focused on advancing change fail because we only talk to people who agree with us? Savvy advocates know that to succeed they need to connect to people who may not be on their side—at least not yet.
That’s what I call reaching beyond the choir. And based on many years of experience, I believe substantive character-driven films are an effective way to do that.
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