First, accept that facts don’t matter in mass communications. If they did, working people wouldn’t vote Republican, cars would get 50 mpg, and Hugo Chavez would be finished. Communications, sadly, is all about heart over head. Find the emotional connection and you win.


So, if it’s not about facts...?

It’s about listening

listen (v.) 1. to pay attention to the sound of other voices 2. to hear and recognize those words and phrases that might reveal an audience’s frame of reference 3. to be mindful of subtext within written or spoken language


It’s about understanding

understand (v.) 1. to learn one’s audience collective psyche through study, instruction or experience 2. to come to realize 3. to come to know peoples’ existing frames of reference in order to create effective communications vehicles


It’s about newsability™

newsability (adj) possessing such quality or qualities as to be rendered useful in influencing public opinion var. newsable (adj)


It’s about effective communications

The right message to the right audience through the right vehicle at the right time within an appropriate existing frame of reference




© 2008 Alan Metrick Communications LLC