128 11.5 What Synthesis Helps You Do

At the end of the synthesis process, you should be able to identify four things for any message:

For Journalistic Messages

• The news – what happened? What is the point of this story?

• The context of the news – what is the relevant setting or background that helps explain this news event or issue? Why are we telling this story here and now?

• The angle or focus of the story — what do you want the audience to take away?

• The significance of the story – why does this story matter? What does this story have to say about life, the world and the times we live in?

For Strategic Communications Messages

• The strategic goal for the message – what strategy are we pursuing with this message? How does this message help us reach our strategic goal?

• The target audience for the message — who will we target and how will we reach them?

• The unique selling proposition – what are we selling (product, service, idea, point of view) and how is it unique? What might some creative strategies be?

• The context for the message – what else does the audience know and how do we respond to that?