More crap about "messaging"

Yes, it's a real word, not a noun turned into a verb by an MBA. The Oxford Dictionary of the English Language cites messaging as having been in use since 1865. Why then? Because the telegraph had been around for a while and digital signals using Morse code weren't letters, they were messages. Hence messaging. Yeah, it still sounds kind of stupid.

Which is a pretty good intro to MESSAGING THE NEW SUPER-IMPORTANT THING. As you can see from the chart while the word is old, the buzz is recent. Messaging is hot because it's hard to explain and people who use big words can easily confuse you because it is a huge subject. It would not be inaccurate to say that messaging is synonymous with campaigning. The word is really that broad and sweeping.

That's why you don't do messaging by focusing on the messaging. Messaging is how you connect WHAT with WHO.

WHAT?

What is the information you're trying to distribute. Brochures, petitions, buttons, educational handouts, a personal message? What are you trying to tell people? Figuring out what is job one.

If you're handing out materials, be sure you've read and understand them. It doesn't make Bernie look good if you can't answer basic questions. Is the thing you're handing out something of actual or perceived value? You don't want to sell Bernie, but a smile and a good attitude can help win people over. If you think your materials are important so will they.

OK, that's what. Now you need to figure out who you're communicating with.

WHO?

Who are you trying to reach? If canvassing a neighborhood, what do you know about the people who live in that neighborhood? That town? That city? The better you know your intended audience, the easier it is to figure out how to "message."

In a political sense messaging doesn't have to be done digitally. This is politics. So long as you're not breaking the law, or at least not getting caught, you can do anything you like. The only limits are 'what works' and making sure there's no blowback. You know, it could be embarrassing for Bernie if you threw a dead skunk through Clinton HQ's window and got caught. Which is maybe why you should not do that or other stupid things.

THINK THINGS THROUGH

How you get your message to your audience is only limited by common sense and cost (money, time, materials). You want to reach out to Walworth County and you think you know a farmer with land by I-43 who'd cut BERNIE into his hay next June? Brilliant!

Another buddy will put a huge Bernie sign in the parking lot of the store she manages? Make sure store ownership is cool with that first. Free publicity isn't worth your friend's job or a bad headline.

Be opportunistic in implementation but conservative in going forward with a new idea. The best strategies are born of circumstance. Be aware. When snow comes, hey! — surely a few thoughts should come to mind. Home Christmas displays with Santas with Bernie hair this winter? Why not! But remember it's not a good idea until other people say it is. Until then, it's just an idea with potential.

Journalists are supposed to find out who, what, where, when and how. To message well, you just need what and who, and you'll have no trouble figuring out how. Where is where who is and when is whenever you think is the right time. And I can restate this as many times as you like but I'm not filling in the blank on how for you. Not until you tell me what and who.

NEED MORE HELP?

If I'm being too clever about this and you're not getting it, leave a comment and I'll get back to you. I know this is supposed to be hard, but it just isn't. It really is this simple. What and Who will give you How. Every time.