The Death of the Single Message Strategy


Session Overview

In this presentation, founder and CEO of Pollinate, Howard Parry-Husbands, explains why governments need to eliminate the single-message strategy.

Howard discusses the prevalence of “wicked problems” in 2020 – problems that are multi-causal, difficult to define and socially complex. Howard argues that government has, in the past, tackled wicked problems by using a single message to communicate to all citizens the same way.

Howard proposes a different model of government communication: one which utilises multiple communication strategies for multiple kinds of citizens. He uses climate change as an example of how we can teach people about the negative effects of climate change by communicating to different people, differently.

After watching this video, you will be able to:

  • Recognise the benefit of not using single-message strategies in your communication.
  • Understand that people see the world differently, and thus require different messages.
  • Use simple language, positive messages and visual communication to craft tailored key messages for a diverse range of stakeholders.

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