Eleven Elements to Shape Your Story for the Press, Policymakers, and the Public

For immediate release                                  Contact:    Ed Barks
Tuesday, October 7, 201                                               (540) 955-0600

What’s the most embarrassing moment for a high-flying executive? How about losing his way during a network TV interview? Or perhaps bumbling and stumbling through an uninspired presentation?

What’s behind these communications snafus? Sloppy messaging is often the culprit, argues communications training consultant Ed Barks. His new position paper, “Eleven Elements to Mold a Magnetic Message: How to Shape Your Story for the Press, Policymakers, and the Public” offers a springboard for organizations in need of magnetic messages and savvy spokespeople.

“A magnetic message rests on a foundation of devoting time to shaping, sharpening, and testing your message,” Barks said. “Once that is complete, it is mandatory to instill the discipline in your spokespeople to actually deliver your message when crunch time comes.”

As he writes in the new resource, “Amazing as it may seem, some executives fail to think through what they want to say in advance, or they lack the self-control to say it. As a result, they meander meaninglessly.”

The solution? “Eleven Elements to Mold a Magnetic Message: How to Shape Your Story for the Press, Policymakers, and the Public.” As the paper details, the first of the 11 elements is “Identify,” in which the target audience must be ascertained. Among the other elements:

  • “Collaborate” by deciding who belongs on the message development team.
  • “Examine” questions that are likely to arise as a result of your issue or initiative.
  • “Fortify” your spokespeople by preparing them ahead of time.
  • “Chronicle” your message by putting it in writing.

“I encourage companies and their communicators and consultants to use ‘Eleven Elements to Mold a Magnetic Message: How to Shape Your Story for the Press, Policymakers, and the Public’ as a starting point for the creation and delivery of a magnetic message the very next time they tackle a make-or-break issue,” he added.

Ed Barks zeroes in on the messages and skills that executives need on a daily basis in order to persuade and inform their publics. They gain sharper verbal and nonverbal talents, more confidence, added opportunities for career advancement, and realization of long-term business goals.The former radio broadcaster is the author of The Truth About Public Speaking: The Three Keys to Great Presentations, and community organizer at The Media Training Blog. As President of Barks Communications since 1997, he has taught more than 4800 business leaders, association executives, and other experts how to succeed when they deal with the media, deliver presentations, and testify before government officials.

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