ANGELS ARE MESSENGERS
In public communication, we often think in terms of placement, influence, mind-share, virality... and too often, ignore the Message. It is footprints in the minds of your audience that can never be erased. It is vital that we pay attention to putting ourselves in our Message, rather than putting messages around ourselves. But the Message also needs to be relevant to the audience it is intended for. Without establishing understanding, there is no point in establishing a connection. ANGELS TELL THE TRUTH
Spin is dead. This is an age of honesty, and respect for those who can level with them. Truth in messaging requires us to take a good hard look at ourselves, recognise where we can do better, and be willing to admit likewise to the people we want respect from. Truth is the foundation of trust, without which it is futile to communicate. ANGELS ALWAYS APPEAR AT THE RIGHT TIME AND PLACE
Public comms is all about planning. It is not enough just to have a schedule of when your ad, announcement or post goes out. It is more important that you have an idea of what happens after the announcement, the real work that you can put in to back up your message, such that you can gain the respect and credibility that you deserve. Planning allows you to cascade your Message into every aspect of your public face. You become your Message in everything you do. In so doing, you establish the truth, and build on your trust. Because what is at stake is not just reputation. What is at stake is the trust that you need to build with your audience, or lose them forever.
