During this economic downturn, we’ve worked closely with our clients to help them get their messaging right. An article posted on the Daily Dog by Frank Zeccola called, “Words that Resonate in Recession and Recovery: PR Messaging Expert Reveals Phrases and Hot Buttons that Move Publics Now,” featuring Michael Maslansky, CEO of Luntz, Maslansky Strategic Research, addresses this notion. Maslansky explains that there are opportunities to use the right kind of corporate messaging to lead your company out of the recession and into recovery. He stresses that it’s not just about what you say and how you say it. You must also consider how the audience will hear your message and interpret it. You need to put yourself in their position and ask yourself: Is this really the message my audience wants to hear? And will they receive it the way they want to receive it?
Six key areas to focus on moving forward:
• Inspiration vs. aspiration. During the recession, focus on stories of everyday people and what they can achieve.
• Responsibility vs. opportunity. In recovery, the language will shift from responsibility to opportunity. Where are the opportunities? How can we think about upward mobility?
• Stability vs. growth. Today, the language of stability is very important. Emphasize your company's stability and stable results in investment. People start looking for more growth in better economic times.
• Control vs. spontaneity. In a recession, it's about smart choices and control. For example, if a company is pitching a product or issue, they have to offer tools that give you control over finances and expenses. However, recovery is more about spontaneity and the fun choices that make you feel good.
• Jobs vs. careers. Right now, people are worried about whether they will have a job tomorrow. In recovery, they have a career, which is rewarding in ways a job never is.
Fundamentally, what this means is that it is important to strategically craft your corporate messages in order for them to be received in the way you want. Your messages should be relevant to your audience’s point of view. This will not only strengthen your communications platform; it will also allow your messages to be easily understood and remembered. The key messages will be meaningful to the audience which will facilitate a strong and loyal relationship.
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