The goal of all communication plans and the professionals who execute them is to be effective and efficient. I would add that they are measurable and can be improved over time or after achieving results. In any case, experience has shown me that four elements generate their forces and can promote a brand or a name depending on the corporate or political field in which it operates. Here we raise them.
Por: ottogutierrez@ymail.com
Regardless of their size, category, modality, or performance, the flight of airplanes is only possible due to the conjugation of four forces: lifting, weight, thrust, and resistance. All of them must interact in the correct proportions according to the moment of the flight. In the same way, corporate communications or political or government communications require the forces that produce four key elements, similar to aviation forces. Each one, independently, makes for a brand or a name effectively communicate with their audiences and can achieve the PRAMS that is without a doubt the roof desired by all.
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If we develop the simile of aviation and effective communication, we can see that the lifting force applied to the wings is equivalent to how messages are delivered. The power of weight exerted by gravity in aviation in communication is in charge of the substance of the messages. The force of the airplane’s thrust is in control of the motors in the communication is due to the generated messages. Finally, the resistance, exercised in aviation by the environment, understood as the force that a body suffers when moving through the air, is in charge, in communication, of the attitudes accompanying the message.
So let’s talk one by one of the forces that generate messages based on the way they are delivered, the substance of the messages, and the attitudes that accompany them. If we can make each of these elements produce the necessary force to impact our brand’s audience or official, we can have a robust communication strategy and be effective. On the contrary, if these elements and the forces they produce are weak, the plan will fail to achieve its objectives, and failure will be inevitable. My call is to build messages in good shape, with background and with attitudes that reinforce them.
The form as a lift force of the strategy is fundamental. Years ago, through my work with diplomats and in diplomacy, I learned a phrase that for them is vital and that at first seemed superficial to me, “Form is substance.” Over the years, but especially with the achievement of results, I understood the great value of form and that it is very evident in diplomacy and what it achieves. In popular terms, it is that “what hurts is not the insult but the small tone.” Apply the form as the more perceptive element by the audience’s people and process the messages. The positive sentiment produced by a message delivered in the right way is unbeatable. The form also includes aspects such as time, mode, place, and environment. Knowing how to choose all those sub-elements of the form is the secret. That is why it is not a topic that should be left to chance. The speaker’s use must be careful of the message he wants to send. I would say that an example of handling the form was the photo of the empty chair when “Tirofijo” did not appear at the beginning of the peace talks in Colombia in 1999. To this image, there is nothing to add. As a message, It said all only with the conjugation of the sub-elements that gave him the overwhelming force of the form. Like that case, a brand or name must generate more powerful messages, constantly enhancing the form.
The fund, therefore, is no less important to neglect, but the call is to include it in the appropriate proportion based on the value given to the form. Having said this, it is clear that the messages must have a background; they must be aligned with the brand’s principles, values, mission, or attributes. The substance of the messages must come from these elements and must be able to be integrated into the form to be understandable by the audience. A statement of bottomless form can achieve impact but does not achieve transcendence. The audience can fully perceive the message because the form serves as a showcase or packaging for the fund to be accepted. The background leads to permanence and, with it, the construction of positioning and reputation, something that forms alone cannot achieve. An example of good and wrong use of the background is seen in the presidential debate between Kennedy and Nixon. The democrat was presented well, and with the underlying message, I can be your president, and trust me. His opponent completely neglected the form and concentrated in the background cramming his messages of numbers, hard-to-understand, and hard-to-understand terms. The result was that people did not choose it because they did not understand it, and they did not do it because the background was superior to the form.
The messages understood in general as what is said to our audience should be obvious, concrete, preferably factual, simple, understandable, and focused on people and improving the audience’s lives. We would say that any topic or issue can be a message, but for it to have the value of effectiveness, it must be aligned with what the brand or the person professes. It can be a declaration of principles or a humorous reference but always framed in what is announced and proclaimed. Messages outside this framework should not exist because the association with the brand for positioning and reputation will be null or minimal. It will be at that moment when one enters into contradictions, ignorance, or awkwardness. The audience punished all with rejection. An example of a lousy message was the President of Colombia, Juan Manuel Santos, when he stated that “such national strike does not exist” when it was a week of cessation of activities, negotiations to end it, and incalculable losses. In addition to wrong messages, bad shape, and bottomless.
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A pilot to undertake a trip with safety, punctuality, and without setbacks begins his journey with a flight plan that makes clear the way to go, the way to do it, how to do it and what he will achieve upon successful completion. In all cases, you will be ready to combine all four forces as needed. Thus a communicator must do the same. Although people will not die if the objective is not achieved if they will expose their prestige and that of the brand or the person they represent. The best way to do a good job in communication is to plan like the aviator who knows that life is at stake at every opportunity. Whether the crisis of the pandemic has not affected your brand or the person you work for or, on the contrary, it has been greatly affected by the objective today as before is to execute effective communication strategies focused on the PRAGS model that I have developed. An assessment should be made of the current state of the official’s brand or name. A strategic plan must be created and implemented combining the four forces. To learn more about how to implement an effective brand or government communication plan, write to me at ottogutierrez@ymail.com tell me about your need or project and, I will be able to advise you.
Otto Gutierrez 