It is a new form of communication that builds stories with a defined purpose, situation
and audience, developing the necessary materials for the final speech to be effective.
Currently, organizations – small, medium and large – need to focus their message to
relate to their interest groups (stakeholders), both external and internal (customers,
suppliers, employees, corporate governance, communities, society), in order to achieve
defined strategic purposes.
It is key to recognize that communications based exclusively on technicalities are not
effective, even more so when the interest groups are heterogeneous.
Today, communications work with a discourse close to its end users, contemplating a
planning of media / social networks and publication and arrival times.
To achieve closeness, the discourse uses emotional and affective resources to
empathize with the other, motivate inspiration, and generate meaning. This moves to
action. This makes a speech effective.
The stories are not armed with a series of qualities and qualifiers – which can be difficult
to believe -. The stories are revealed from the crisis, from a problem to be solved.
You have to play with ideas to develop the story. There are simple techniques like
making mental maps (for the more structured ones) or making story fragments with a
selection of visual concepts, or playing with free associations from one point to another,
etc. Then the turning point will appear and the story is revealed.
Visual development is built step by step, considering these elements.
If you need more information, write us here.
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