Integrated Strategic Communication: Influencing and Changing Public Opinion and Behavior by Ristino Robert

Author:Ristino, Robert [Ristino, Robert]
Language: eng
Format: epub
Publisher: CreateSpace Independent Publishing Platform
Published: 2013-04-24T16:00:00+00:00

WIIFMS

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In brainstorming, frame the creative process around the WIIFM (What’s In It For Me). By asking the what’s-in-its for the members of a particular target audience, the communications work group can begin to think like the target audience. Recall our discussion of organizational anxiety. It is the result of the difference between what organizational members know and what they need to know to manage the ambiguity of the unknowable future.

By understanding immediately what it is that a target audience not only needs to know but also wants to know, the information gap is narrowed and, in so doing, trust and support is earned. In New Zealand, government officials encouraged effective communications with its employees during a reorganization and downsizing in the 1980s by identifying and addressing these specific employee concerns:

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