People are more likely to trust information they easily understand. Dumbing things down isn't just about helping people understand your message. "Fluency theory" holds that if people can easily comprehend ideas or information, they are more likely to believe them. For more on "Fluency theory" and how it can help your organization be a better communicator, click below.
Much was at stake for middle-class families in the debate over the "fiscal cliff." But the dialogue was dominated by one word. See our latest analysis of the language used in national policy debates, Winning Words: The Fiscal Cliff.
The Art and Science of Storytelling from Communications Network on Vimeo.
In mid-December, President Doug Hattaway, Vice President RJ Bee and Associate Tess Hart led an hour-long CommNet webinar: The Art and Science of Storytelling, which focuses on the cognitive psychology and neuroscience behind good storytelling.
Listen to a replay of this highly popular webinar to learn more about:
- Insights from social and cognitive psychology about human decision-making and behavior
- A simple, powerful narrative structure that will inspire and motivate your audience
- How you can apply lessons from science to create meaningful messages that further the mission of your organization
Narrative helps you communicate with maximum motivating power–in a way that our brains are hard-wired to understand. This basic narrative structure involves a protagonist seeking to achieve a meaningful goal, who must overcome obstacles to achieve it. A helper figure aids the protagonist. You can use this simple structure to connect your issue or organization to the motivations of your audience. Download this tool along with guiding questions to help you begin crafting a meaningful message–using the power of narrative.
To achieve impact, your communications must influence people's thinking. So it’s important to understand how people process information and ideas, and how they respond to words and images.
Psychology and neuroscience are quickly evolving fields, with huge potential for enhancing the impact of communications. We have the opportunity to put these powerful insights to work for good. Below is a link to a quick primer on several key theories, with insights and ideas for strategic communications.
Democrats and Republicans have engaged in a back-and-forth battle over the charge that the Affordable Care Act – or Obamacare – “cut $716 billion from Medicare.” Polling showed definitively that Democrats win this debate – if they reframe the debate to underscore the real-life consequences of the Republican “voucher” plan. You can’t debunk a myth simply by saying it isn’t true. Psychological studies show that repeating a falsehood only reinforces it. You have to replace the lie with a more powerful truth. This Winning Words Medicare Memo shows how supporters of health reform can go on the offense and win this debate.
Communications can be held accountable for achieving three main outcomes, all of which are measurable: Raising awareness, changing attitudes and motivating people to take action.
Strategies, messages, creative content and engagement activities must all be designed to achieve specific, strategically selected communications objectives.
These objectives are described in this Road Map to Impact Workbook, along with guiding questions that can help you set the right ones to advance your cause.
Only 4 in 10 Americans know someone who is Muslim. This lack of familiarity creates fertile ground for fear-mongering by those who seek to demonize American Muslims. We're working with 50 leading advocates to counter anti-Muslim fear mongering with poll-tested, positive messages. To read the message manual, download by clicking the PDF below.
Winning Words analyses of the public dialogue on jobs and economic growth show that Republicans dominate the debate with a simple message: Tax and spending cuts create economic growth. Democrats lack a succinct statement of their job creation strategy, and Democratic messengers often stumble for words to explain how public investment creates economic opportunity. We suggest a new narrative to reframe the debate: Investments in innovation, economic infrastructure and education create jobs for middle-class families. Read more in our Winning Words: Jobs and the Economy.
Our latest edition of Winning Words provides analysis, insights and ideas for supporters of health care reform to strengthen their message – and tap into enormous popular support for the benefits of “ObamaCare.”
In the wake of the US Supreme Court decision upholding the Affordable Care Act, opponents of health reform have dominated the debate in news and social media – and are determined to keep the issue front-and-center. Supporters need a new narrative to define the debate in positive terms.