Some communications professionals take a "cookie cutter" approach to your challenge. In other words, they suggest a strategy they used for a previous client. An off-the-shelf approach usually won't work because it ignores the unique dynamics of your situation. Matt Jacob gains insights from his previous work, but he believes that cookie cutters are for cookies, not for strategic communication.
Working with Matt gives you access to a seasoned professional with a track record of success. His approach is shaped by three principles:
Communications should be audience-centered, meaning they are aligned with what your target audiences already know about an issue and the factors that could make them resistant to your messages.
Communications are best approached as a campaign with different phases. During each phase, messages should be clear, consistent and compelling — and mutually reinforcing.
The most effective communications speak to both the head and the heart. People want facts, but knowledge isn't the only thing that shapes how they process information. Connecting your issue to their values is crucial. Using story-telling and analogies can amplify your key messages.