WHWG works closely with clients’ in-house teams and their outside consultants to develop and execute high stakes communications strategy.
One of the tricks of effective writing is coining memorable phrases. Soundbites. Here are some tips:
Names: Think of the New Deal, the Iron Curtain, the Evil Empire. By giving your idea or initiative a name, you give people something to remember.
Images and Metaphors: Look at those names again. ”New Deal” and “Iron Curtain” each incorporated an image and metaphor into the name. People are more likely to remember words the conjure a vision in their imaginations than an abstraction.
Popular Culture: ”Evil Empire” was a reference to Star Wars, which had recently been released at the time Ronald Reagan slapped the name on the Soviet Union. People are also more likely to remember references to popular culture if only because they know popular culture so well.
There is nothing magical about crafting language that is memorable. The trick is having ideas and arguments that are worth remembering.
As I write, Mr. Obama has just finished delivering his first State of the Union Address. We can debate the policies later, but for style, I felt he missed a key grace note of leadership. Over and over he used the word “I”. But the essential word of leadership is “we”. Nothing is about me. Everything is about us, the people, whom I, the leader, serve.
Digital social media has been a growing phenomenon for a long time, but 2009 marked a new high in terms of traditional businesses and media interest in the field. As 2010 begins, companies that are looking to begin their foray into social media should do so carefully.
A good consulting firm will not recommend the same social media approach for every client. Depending on your objective, there are a broad range of levels of engagement that could be appropriate.
Brian Solis has a helpful post today outlining his 10 steps of integrating social media into your business.