Planning Initiatives: Part Four
Unification of Message
When Parts 1-3 are managed properly, it comes time to disseminate the message. It is not enough to have an individual or group of individuals acting independently to spark a reverberation within the social echo chamber. It can happen, but it is almost always a function of luck or a uniquely resonant idea. It is much better and more efficient to gather a core group of actors, centralizing the management of strategy across multiple messaging vehicles. In accordance to a larger plan, this group of actors propagates the message, unified in goal and strategy.
This approach seeks to develop a harmony of thought, nomenclature, style and vocabulary which makes consistent messaging and calls to action. The core group is used to disseminate the messages in an orchestrated manner, using the group dynamic to reinforce or promulgate the efforts of the participants at varying levels. This is usually done with an understood hierarchy of actors and supporting messages, often in a cyclical and reinforcing manner.
The use of oppositional participants is sometimes used to support the key goals by providing misdirection and disinformation to the opposition. Make sure that the total effort is not overt but rather seems like a random commonality of purpose and thought. Early on, identify certain thought leaders and intentionally subordinate others. On the same token, take measures to ensure that the messages have consistency across all platforms and vehicles. Vocabulary and narratives should be reinforced on multiple levels and with individual efforts, seemingly by random but complimentary actors. The latter plays on the fact that humans value adherence to group-think that appears to reinforce assumptions of value and actions to support the same.
John Christopher Anderson is partner & CEO of Momenta Creative. With a leadership background at major media companies like AOL and National Geographic, Chris steers the vision of our company. His keen intellect and dedication to market research makes him an ideal project manager.