We live in a world of sound bites, preferably 10 seconds or less in length.
This “give it to me quick” mentality is the foundation of Twitter’s success. You get 140 characters, that’s it.
This challenges communications professionals to articulate often complex issues, trends or themes in a succinct manner. Beyond tweets and status updates, this extends to concisely constructed blogs posts, traditional media relations, marketing collateral and other thought leadership materials.
How you say something is often just as important as what you say. Personally, I refer to a high impact message as a power statement.
Here are two examples from this week of power statements in action:
1. We scored a 30 minute informational interview for Strategic Communications Group (Strategic) client KippsDeSanto with an influential trade magazine. KippsDeSanto’s managing director was incredibly effective conveying complex themes in a simple, engaging manner that the editor chose to develop a profile article from the phone conversation.
2. I then came across an interesting read in Computerworld about outgoing Federal CIO Vivek Kundra’s presentation to a team a President Obama’s top science advisors.
Rather than expressing concern about the influence of a select set of systems integrators on the federal government’s adoption of technology, Kundra characterized these companies as an “IT cartel.” It’s no surprise that power statement captured the headline.
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