Messages that matter

Yesterday I saw This is It, a movie featuring exclusive rehearsal footage of Michael Jackson's unprecedented 50-show concert series scheduled for London last summer.

Yesterday I saw This is It, a movie featuring exclusive rehearsal footage of Michael Jackson's unprecedented 50-show concert series scheduled for London last summer.

Whether you're a fan of Michael Jackson or not isn't the issue. In watching the behind the scenes footage of the anticipated shows, one thing is apparent – he embraced his talent and position with passion, dedication, and a relentless spirit of excellence, and inspired those around him to be better. It arguably was less about him and more the unique experiences and purpose-filled messages he sought to bring to fans worldwide – messages that resonate decades later.

As communicators, we should feel inspired to do the same. Given our opportunity to send messages through various channels to audiences everywhere, let's challenge ourselves to deliver more strategies and initiatives that meet needs. From corporate communications to healthcare and consumer-focused communications, there is no shortage of cause-related and social issues that still could use our attention.

The world is getting smaller. What used to be local news now is global, and what previously were global issues now somehow have implications in our communities. It matters less whether a campaign has a mobile or social media component, engages bloggers or is accompanied by a photo on the newswire as much as it does whether people care about, remember, and possibly benefit from the messages beyond the distribution of media materials.

I've been to countless conferences and workshops geared toward, “What's considered newsworthy.” One filter is if the issue matters to people's wellbeing and/or addresses a need or social issue. Healthcare, education, housing, employment, violence, and unrest are worldwide challenges dominating media. If we're looking for a good time to incorporate newsworthy issues into what we communicate, This is It.

Rashada Whitehead, SVP/MD, Flowers Communications Group

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