If only Theresa May had set out a clearer narrative, tumultuous weeks like this last one might have been avoidable.
Why every good message needs a mate
Firstly, a disclaimer. When I say cheerleaders and communications, I’m not about to recommend adding some pom-poms and razzamatazz to the launch of your next Annual Report, although of course that might be a good idea anyway. Instead I’m interested in the Cheerleader Effect and its impact on how we communicate our messages.
With corporate trust at a low ebb, most businesses are struggling to work out how to increase their reputation.
A few years ago I was working for one such company. The business had a number of reputation challenges and I remember one day the CMO, faced with ever declining trust numbers, suggested creating a campaign solely to explain why they were a trustworthy business. Sound like a crazy idea? I certainly thought so. I tested the messages for them in a poll, they didn’t work well, and the idea was quickly dropped.