Planning Initiatives: Part Two
Any effort to modify or shape the social narrative needs to include the development of a strongly realized message platform. There are a ton of resources on how to do this, but, in short, it is the development of a foundation on which to build individual messages and message vehicles in such a way that they are consistent to voice, tone and goal over time.
The platform should include a statement of mission, goals, sample messages and a description of value concepts. This is an internal document and needs to stay that way. It should be used and modified as needed by thought leaders in the movement to aid in the consistency and volume in promulgating the messages.
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.