Most of you probably remember “Stay at home – Protect the NHS – Save lives”.
Those are the messages that appear on the spokespeople’s lecterns at the daily press briefings, in TV adverts and when health officials or government ministers are interviewed on the radio.
And apparently they are getting cut-through. According to news reports, about 85% of the UK population was keeping to the two-metre social distancing rules within a week of the lockdown being announced. That messaging is working.
Now step back a moment and look at these messages.
Those of you who have taken part in our presentation coaching may recognise some of the techniques being employed. (We didn’t come up with the Government’s messaging, but whoever did was using five tips that we recommend to our clients):
The current COVID 19 situation is quite unprecedented in modern times, so it is telling to see the communications tools that governments use when comms is literally a matter of life and death.
Your communications aims are probably more modest, but you can still use the same, proven techniques to create, test and land your own messaging that work.
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“BBA transformed our pitch into a compelling investment narrative. They undoubtedly helped us secure Sky TV as an investor.”
Gerry Bastable Director, Blast Films
“The new presentation properly represents the institutional quality of our fund. It has been a step change for us.”
Erwin de Kleijn Head of IR, Saemor Capital
“We were very pleased…[BBA] helped us define and explain our unique value proposition. As a result we have attracted new and different investors.”
Florian Kemmerich Managing Partner, Bamboo Capital Partners
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Louise Angus
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