Communicator | Online Strategist | Considered Opinions
Have you heard of the concept of fluency? Simply put (and for the purpose of this blog post), fluency is the “ease with which people process information”. Fluency affects a wide array of judgements people make about almost everything, and can influence our confidence in things, concepts, people or organisations. It turns out that a [...]
Research conducted by Swinburne Universityprofessor Dr Rajesh Vasa and internet firm MailGuard into social media habits of 50,000 workers has revealed that the average worker spends between 30 to 60 minutes online for personal reasons each day. While other studies have drawn on consumer data and qualitative research, this is the first to scrutinise individual [...]
Over at Creative Unions is an interview I conducted with Paul Degenstein, the Chief Creative Officer of Canadian creative agency NOW Communications. NOW put together this fantastic video for the Manitoba’s Government Employees Union, entitled “Woke”. It does a fantastic job of creating a strong emotional connection with health professionals whose jobs rarely have a [...]
Museums face a profound challenge – explaining potentially very complicated exhibits to diverse audiences that are both accessible and accurate. There is a growing field of study focusing on how to make exhibit labels as effectively as possible without “dumbing down” the information. Recently I read an interesting article by Jennifer Blunden – Dumbing down [...]
Calls to action should be the life-blood of your union’s campaign website (and indeed, your main union website). Whether you want the visitor to join your union, send an email, donate to a strike fund or subscribe to your union newsletter, your website should be geared around encouraging visitors to your site to do something. [...]
As membership based organisations, unions regularly send emails to their members. Most members accept – and even expect – regular email updates from their union. Despite this, unions should still respect the principles of good email etiquette when it comes to unsubscribing and permission-based sending. This is especially the case when your union is running [...]
Campaign websites are different to most union websites. They have a specific, narrow purpose, which is to immediately inform the visitor to the site about the main issues of the campaign and then spur them to take an action. Complexity comes when you break down what campaign action you want visitors to take – for [...]
Every union communication challenge is unique – the circumstances, membership, employer, and so on are different every time. Having a framework to assist in messaging for diverse campaigns can make each campaign easier, and can help union communications anticipate what the employer (or opponent) may say. (George Lakoff called this “framing”.) The messaging quadrant The [...]
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