"It's the story people remember, the reason they love a movie. Zach Friend, something of a genius, figured out that's not just true about our favorite movies it's true about everything anyone wants to tell you — or sell you." — Chris Mathews, Host of MSNBC's Hardball
SANTA CRUZ, Calif., Oct. 15, 2013 /PRNewswire/ — Have you ever wondered why college professors unsuccessfully communicate with statistics and facts while pre-school teachers captivate through stories? How is it that everyone knows the logo for Target but not US Air? Why do CEOs and politicians spend years thinking about what they are going to say when over 90 percent of communication is how things are said? And just what does the 200 year-old Gresham's Law of Information tell us about how to effectively use social media?
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In ON MESSAGE: How a Compelling Narrative Will Make Your Organization Succeed, Zach Friend, a policy and communications expert who has worked in the White House, Congress and as a spokesman for the 2008 Barack Obama presidential campaign, draws on his own experience as well as insights from such diverse fields as advertising, psychology, neuroscience, and political science, to answer these questions and show how to develop communications that resonate with the public.
Whether you're a marketing executive, an entrepreneur, or an elected official, the need to craft an effective message is a make-or-break proposition. Apple, Nike, Southwest, and Starbucks are but a few examples of how a compelling message, beginning with a powerful narrative as a foundation, is able to connect with consumers on an emotional level, and thereby gain their trust and loyalty.
Effective communicators understand the power of narrative, emotion, and simplicity, and that having a strong narrative is the basis for all successful business, marketing and political campaigns.
ON MESSAGE provides a step-by-step guide crafting an emotional narrative. Each stage of the communication process – narrative, messaging, branding, images, framing, and social media – is illustrated with examples of why some strategies succeed and others fail, providing concrete steps for ensuring success The book shows you how to:
- Build a Narrative
- Develop Your Core Message
- Create A Strong Brand
- Connect Emotion To Images
- Frame Issues
- Utilize Social Media
Zach Friend is a policy, public affairs, and communications expert who has worked for Barack Obama and John Kerry's presidential campaigns, the White House Council of Economic Advisers, the U.S. Senate, the U.S. House of Representatives and the Democratic National Committee. With Obama for America '08, he was a press secretary and spokesman in the battleground state of Pennsylvania. Friend has been quoted by MSNBC, Fox News, CNN, ABC, CBS, NPR, Los Angeles Times, and other news outlets. In June 2012, Friend was elected to the Santa Cruz County, California Board of Supervisors. For more information visit www.OnMessageTheBook.com
ON MESSAGE
How A Compelling Narrative Will Make
Your Organization Succeed
Zach Friend
Publisher: Turner Publishing
Publication date: September 2013
Price: $17.95
ISBN: 978-1-61858-372-8
Contact: Lori Ames
631-539-4558
Email