Communications Strategy

If it feels good, don’t say it

There’s a pitfall most of us cause-driven communicators have to watch out for:

 

Talking to ourselves, especially when we’re working on inherently emotional causes.

 

I don’t mean literally talking to ourselves. I mean using insider language, assuming our audience knows (and cares) more than they do, figuring that the messages that move us will land with them as well.

 

For instance, I’ve seen it happen a lot among people advocating for animals.

 

It’s not hard to understand why.

 

Pull back the shiny face of our consumer culture and darkness lurks everywhere. Farm animals live short, brutish lives in agribusiness so they can end up in a supermarket meat department. Puppy mills house their breeders in disgusting conditions, churning out litter after litter until they can reproduce no more. All kinds of household products and cosmetics are tested on compliant beagles, rabbits and other animals.

 

(Side note: Did you know that under the federal Animal Welfare Act rats, mice and birds aren’t considered animals?)

 

And these are just a few examples!

 

So how do we motivate consumers to change their consumption habits? By showing them grisly photos of factory farms? Educating them on the environmental and health benefits of eating less meat? Appealing to their higher nature?

 

There’s no one right answer. It depends on a number of factors.

 

When we feel passionate about animal cruelty, social inequity, environmental justice or [choose your issue], we must first detach from our own rage and pain and consider: 

 

  • What are we trying to accomplish? 
  • Who are we trying to influence? 
  • What do they know about our cause? Are they even aware of it? 
  • What are their values?
  • How do they talk about their values?

 

Effective messaging isn’t about us. It's about finding a delicate balance between head and heart. And finding common ground with the people we want to reach, enlighten, engage and motivate. 

 

It’s great to feel righteous. But it’s better to be strategic.
 

Thanks for reading!
 

Amy M. Mayers

Communications Strategy

amymayers.com

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Amy M. Mayers

  o: (202) 363-2537

  c: (202) 236-7328

amy@amymayers.com

amymayers.com