Give a toss and flip the narrative

February 27, 2025

A gold-standard communications campaign is nothing like making the perfect pancake.

You’ve got some milk. You’ve got some flour. You’ve broken some eggs. You have all the right ingredients. But still your campaign falls flat.

Terrible analogies and tedious hooks aside, a great strategy is all about storytelling.

Statistics are great, facts are fantastic. But they will never change perception, alter behaviour or create more sales.

The fight for engagement is won based on feelings.

Your communications campaign must be baked in stories. And it’s not so much about the story, but how you tell it.

Narrative – is it relatable, shareable, engaging and does it evoke emotion? Use friends, family and journalists to stress test how you tell your story
Empfluencers – use your frontline employees as influencers, putting a face to your message
Change-focus – prioritise how you’ll measure the impact of a campaign at the kick-off stage, including audience behaviour, trust and credibility
Value currency for audience – compelling people to take action but by delivering actionable insights, giving them something memorable to keep hold of
Video – stop creating dry corporate videos and start making your people the stars of the show, telling – you guessed it – stories.

Happy non-pancaking.

March 06, 2025

January 30, 2025