In these turbulent times, there has never been a better time to offer an alternative vision of the future to the media. A strong narrative can help win campaigns, shift an argument and tell a compelling story but it’s not an exact science.
I have learned most people can benefit from building a narrative that takes them out of the conceptual into the tangible before engaging with the media. The best ones tend to follow a problem solution arc - they telescope in and out. Jeopardy and a sense of urgency play a big part – why we can’t go on as we are? What is your vision for the future? How will your product, service or platform effect change?”
TOP TIPS
Be concise - underpin your personal testimony with some strong key messages. These are your lillypads home and will stop you from rambling.
Don’t be afraid of the messy middle – you don’t need to wait until you are the finished article or your business has made millions. Your lived experience counts, you’re already a spokesperson.
Be relevant – go to where the story is. Your first message is the gateway to get through to your target audience. The door is very much ajar right now for new, progressive ideas – open the door and step through.
Be flexible – your messaging is not set in stone. With fast moving situations you must be able to adapt and tweak your top lines. It shows that you understand the current issue, the common problem and the changing landscape before you make your case.
Good phrasing over empty slogans. We all know one - ‘Build, Build, Build’ for example becomes meaningless without strong messages behind it even when repeated. By comparison US President FDR’s New Deal after the Great Depression was backed up with the 3 Rs: Relief, Recovery, Reform and communicated through televised fireside chats.
Strong stats and money handles. The Robin Tax Campaign who push for a financial transaction tax (FTT) do this very well: One day of a FTT revenue would pay for over 1 million hours of home care to help some of the most vulnerable people in society.
Contact me to find out more: asha@ashatharoor.com