Clarity comes from key messaging, the cornerstone of an effective communications strategy
- Individually, does nobody understand what you do and the value it brings?
- Are you communicating projects, research and/or initiatives in a clear, concise and jargon free way to your targeted audiences? As a result, are these audiences taking specific desired actions related to your big-picture overarching goals? Or is it too difficult to explain and you are not sure about your objectives?
- As a team, is everyone on the same page? If asked individually about team goals, would all members communicate the same message? Do you wonder if engagement would improve if there was better understanding about purpose?
- Are your stakeholders – whether internal or external – not responding to your communications across different mediums?
If you - an academic, researcher, subject matter expert, L&D professional, or leader of a team / organization - grapple with any of these questions, then you need to devise (or re-create) your key messages. Messaging serves as the cornerstone of a communications strategy. For example, organizational “About Us” website sections and individual LinkedIn summaries should be based on key messages. Everyone internally on a team should have access to key messaging materials and then use them in their every day work so there is alignment. There should be a common thread between key messages, external visibility and your overall goals.
Our key messaging workshops provide you with clarity. This impacts all aspects of your work.
Internally, everyone is singing from the same song sheet.
Sales or funding
At the conclusion of our Key Message Development program, individuals and teams create their own key messaging maps that are then cascaded on to communications assets and reflected in external dissemination.
It starts by thinking through the big picture. Formulating messaging forces one to think about overarching goals: what are we trying to achieve; what does success look like; who are the key audiences I am trying to influence; etc.
Hearing the theory of key messaging without application is a waste of time. Our workshops are designed to personify experiential learning (there is a reason we are called “Experiential Communications”). We focus on the 70-20-10 model for organizational learning: 70% of learning takes place from actual assignments; 20% from peer learning; and 10% from instruction. We apply this principle by:
– giving ample time to begin working individually on key messaging during the workshops and then providing follow-up assignments to ensure action is taken afterwards.
– facilitating peer-to-peer learning through group work and post-workshop activities.
– providing follow-up support post workshop so that attendees are progressing in an optimal way.
For all workshops, we put together customized training booklets including key messaging frameworks, tools and examples. They also consist of questions and exercises that attendees use to apply the learning to their particular context.
About Workshop Instructor - Kevin Anselmo
Kevin Anselmo is the Founder and Principal of Experiential Communications. He is the author of Maximize Your Impact: How Academics Can Communicate Knowledge Through Traditional and Digital Media.
Current and past clients include College Advising Corps; Duke Corporate Education; Duke University Center on Globalization, Governance & Competitiveness; Geneva Centre for Security Policy; IEDC Bled School of Management; IMD; Montreux School of Business; Nestle; North Carolina State University’s Emerging Issues Initiative; North American Society for the Sociology of Sport; Seattle University; University of Tor Vergata in Rome; and VIF International Education.
Previously, Kevin was Director of Public Relations for Duke University’s Fuqua School of Business and prior to that managed media relations for IMD in Switzerland. He lived and worked in Switzerland for eight years and in Germany for two years. Currently, he resides in Chapel Hill, North Carolina with his wife and two young boys.
"Kevin Anselmo engaged a sizeable - and initially skeptical - group of senior faculty leaders in a lively, hands-on workshop on enhancing strategic communication about research and creative work. Our group left energized, more confident in their ability to gain visibility for complex findings and programs, and grateful. Bravo!”
"The training sessions provided by Experiential Communications were interactive, effective and highly enjoyable. Kevin has a polished but informal and approachable training style that worked really well for our team. We are already implementing many of the ready-to-use ideas we discussed and have set in motion several longer-term initiatives identified during the sessions.”
”Kevin is an absolute professional. We invited him to speak at a training for a group of young social entrepreneurs. He provided helpful tips on how to effectively tailor a message to a variety of audiences, including the media, funders and the general public. He was very flexible and tailored his presentation to our specific group. I absolutely recommend working with Kevin and Experiential Communications!"
“Kevin Anselmo provided our faculty members with an all-day training workshop on the use of social media to advance their research efforts. Throughout the workshop he continually provided new insights on how these platforms can be used to expand one’s impact and visibility. Some of our faculty are quite media savvy, but even the most knowledgeable were learning many new things from Kevin. He is very good at reading his audience and moving things along at the right pace to keep everyone engaged.”
"Whether you are considering Kevin’s services for help with messaging strategy or for media training, I give him my highest possible recommendation. Kevin’s work is consistently outstanding.”
“Kevin Anselmo provided communications training for schools at the North American Society for Sociology of Sport annual conference. The training was well received and well attended. Kevin did a great job giving real examples that helped our membership make connections to their own engagement with media outlets. He was professional, well prepared, engaging, and most importantly very knowledgeable."
Ready to take action?
Thank you for taking the time to review this page. Let's set up a time to discuss how we can customize a workshop for your organization. I look forward to the possibility of working with you!