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On Message by Theo Theobald

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Chapter Four

What are we up against?

Recognizing the need to make our messages more effective, so we can cut through the noise and have our voice heard, is not a bad place to begin. It is also useful to see how communication has evolved and look at some of the shapers and influencers of that (as we did in the last chapter). But we don’t live in a perfect world and if we are to maximize our success we need to think not only about the context and operating environment, but also about some of the barriers we might need to overcome along the way. That is what we will do in this chapter by anticipating and analysing these things and devising strategies to combat them.

The audience holds the power

The mistake many make, from politicians to business ...

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