Issues & Message Management

“From helping us to shape a solid media strategy to guiding our messaging and positioning, time after time we have been impressed with CMG's insights and results, and wholeheartedly recommend them to anyone looking for a trusted and accountable communications partner.”

Doug Lebda, Chairman and Chief Executive Officer, Tree.com (LendingTree)

ISSUES & MESSAGE MANAGEMENT

The competitive, sophisticated business environment today demands that the positioning and messaging around an issue, product or company is strategic, consistent and executed in a persuasive manner. For over twenty years, CMG has provided strategic communications counsel to companies, associations and individuals for crisis, media and presentation situations.

  • STRATEGIC POSITIONING

    During a custom designed Strategic Positioning Workshop, participants are equipped to:
    • Shape a compelling market position for their product, issue or company
    • Consistently communicate the key competitive advantages using language that is appropriate for both internal and external audiences
    • Build consensus within the team on the importance of committing to a consistent, relevant positioning of the product or issue
    The highly focused, interactive Workshop enables participants to map out key messages during a Road Map exercise. Participants learn how to concisely define their story and anticipate problematic issues in order to persuasively communicate to the intended audience.

    The Workshop may be organized one-on-one or as a Group session and may include simulated scenarios to "pressure test" the messages.

  • ISSUES MANAGEMENT

    Whether in response to a network news program exposé of a product recall, a request by a community advocacy organization to discuss drug pricing or the feedback generated in a workforce by an employee discrimination charge, CMG brings over twenty years experience of Issues Management expertise to mitigate the "communication noise" that can impact your business.

    A proactive message development strategy focuses on content as well as delivery techniques that enable participants to most persuasively communicate to specific audiences. Special attention is paid to customizing responses to potential "hot button" issues for particular audiences. A mapping exercise ensures that a proactive response is possible within crisis settings.

    Sessions may be organized one-on-one or as a Group session and may be conducted via phone, teleconference or in-person. The sessions may be combined with a Communications Workshop to provide practice in delivering key messages.

  • MESSAGE STRATEGY & MAPPING

    Colleen M. Growe and her team offer expertise across a range of industries that enables participants to develop a relevant story strategy and actionable message flow customized for their particular audiences.

    During a custom designed Message Strategy Workshop, participants are equipped to:
    • Map out compelling and credible messages for their product, issue or company
    • Customize the messages into a logical and natural Story Flow
    • Anticipate potentially difficult issues that might arise and prepare credible responses
    Sessions may be organized one-on-one or as a Group session and may be combined with a Communications Workshop to provide practice in delivering key messages.

  • TRANSLATING SCIENCE INTO STORIES

    Many experts claim the data (facts) "speak for themselves" when the reality shows that very often the same Data Announcement, Guideline Recommendation or FDA Action can be reported from vastly different angles. For example, an Approvable Letter from the FDA can be reported as, "One Step Closer to Approval..." or, as, "FDA Action Spells Delay." Experts also fall into the trap of The Expert's Dilemma: believing that more information will add to understanding. Yet, rather than creating clarity, the expert creates confusion instead.

    CMG specializes in facilitating the translation of complex information into a story that is accessible, credible and customized for particular audiences, ranging from peers at an FDA Advisory Committee Meeting to employees needing to understand the rationale for a reorganization to media covering a recent company development. The process also enables the development of a Story Flow that is engaging, compelling and relevant to the intended audience.

  • VALUE PROPOSITION

    CMG's expertise in Strategic Positioning and Message Development provides a proven foundation that enables Colleen M. Growe and her team to effectively enable companies and associations to develop a concise, credible and actionable Value Proposition.

    Workshops may be organized one-on-one or as a Group session. The Workshop may also be combined with a Communications Workshop to provide practice in delivering key messages.