The 2013 ICCO Summit presentation by Keith Yazmir, partner at maslansky+partners, the only global research and strategy firm focused solely on identifying the specific words, phrases and images that change perceptions, influence decision-making and drive action. Delivered on 10th October 2013 as part of the "Innovation in PR" block
3. 3
+ While there have never been more ways to communicate…
+ …it has never been more difficult to actually be heard
democratized
information +
authority
fractured
media
information
overload
institutional
betrayal
global sales
environment
what
you’re
trying to
say
historic
levels of
mistrust +
skepticism
the challenge .
4. 4
Think like a wise man,
but communicate in the
language of the people.
+ William Butler Yeats
.
5. 5
+ Many messages continue to be rooted in what we want to
SAY, not what our audience is open to HEARING
you say
they hear
the estate tax
is bad for the economy
the estate tax is for the super
rich and doesn’t impact me
drilling for oil continues to be
an important way to find new
power sources
eating in moderation
is important
language
gaps
drilling for oil is dangerous and
environmentally hazardous
eating in moderation is about
dictating to me what I can’t eat
language gaps .
6. 6
+ We help find the right language to make sure people
don’t just hear what you’re trying to say – but they ACT
you say
they hear
instead say
the estate tax is bad
and people should be
against it
the estate tax is for the
super rich and doesn’t
impact me
the death tax…
drilling for oil continues
to be an important way to
find new power sources
drilling for oil is
dangerous and
environmentally
hazardous
exploring for
energy…
it’s important to
eat in moderation
eating in moderation is
all about what I can’t eat
eating a
balanced diet…
the right language .
7. 7
+ HOW we say things defines how audiences hear us
How should the government make it easier to build new power plants?
relax
government
regulations
relax
environmental
standards
56%
YES
NO
YES
NO
40%
26%
67%
language matters .
8. 8
+ The RIGHT LANGUAGE can transform how the market
looks at brands and products
Which of the following is more important to you in a card program?
“universal acceptance”
22%
“knowing my card will work wherever
and whenever I want to use it”
68%
language matters.
9. 9
+ We measure second-by-second,
emotional reactions to language
and messaging
+ We use same approach to help
news networks understand the
effect of political language
a different approach .
28. 28
they said
we recommended
transparency
clarity commitment
fraud protection
zero liability guarantee
online shows
webisodes
addiction
abuse
cattle
cows
producers
farmers
moving to the cloud
leveraging power of the cloud
providers
doctors
globalization
global mindset
scheduled maintenance
ongoing maintenance
unwavering commitment
renewed commitment
other language shifts.
29. 29
what’s your language strategy?
Keith Yazmir
MD EMEA
+44 (0)20 7611 3884 | +33 (0)6 30 99 44 30
kyazmir@maslansky.com
New York
Washington
London
Paris
.