CHAPTER 5
Shift Your Awareness and Really Support Your Mission
Shane Johnson © 2011.
All the other colors were taken.
Principles
1. Little “m” media still rules—the information, experiences, and stuff are what drive people’s interests and behaviors.
2. Continually generating awareness is not enough to address a serious issue or solve a complex problem in our society. But there is a chance that awareness will fuel future action—if it’s positioned in a way that helps to seed a conversation—and the steps that follow.
3. People are already connected in their own personal ways to the most serious issues that exist in our society. It’s now time to focus on more than just telling emotional stories.
4. Look at what an audience wants and how to reach them, then deliver the information that will help to educate, engage, and mobilize them in the most appropriate ways.
Organizations spend most of their time looking for some tiny advantage: a new gizmo that generates buzz, a way of differentiating their offering from the competition. Your audience, meanwhile, doesn’t think much about organizations, or what technology they are using to communicate. Instead, they are looking for the most relevant information and compelling experience or product that meets their needs. This is true online and offline. I call it little “m” media.
Why don’t organizations understand exactly what their audience ...
