Aedric's Blog

Tag: marketing

  • The Concentric Circles of Influence

    Ask any communications professional about their stakeholders, and they’ll likely produce a list. It’s usually a flat spreadsheet, hundreds of rows long, mixing board members with trade reporters, and key regulators with vocal customers. The implicit strategy behind such a list is to treat all audiences as an undifferentiated mass to be managed—a group to be blanketed with press releases, newsletters, and social media updates.

    This “spray and pray” approach is one of the most common and costly errors in strategic communications. It wastes resources, dilutes focus, and fundamentally misunderstands the physics of how narratives take hold. Not all audiences are created equal. Some possess the power to shape opinion, while others primarily reflect it. A truly professional operation doesn’t just have a list of stakeholders; it has a map of the influence landscape.

    The most effective way to visualize this landscape is through the Concentric Circles of Influence, a framework for prioritizing audiences and sequencing engagement for maximum impact.

    From a Flat List to a Dynamic Map

    Instead of a single list, imagine three nested circles. Your goal is to build a powerful, resonant echo that starts at the center and radiates outward. To do this, you must win over each circle in the proper order, securing your foundation before you attempt to persuade the world.

    The Inner Circle: The Core

    This is your strategic center. It includes the handful of individuals whose buy-in is non-negotiable: your CEO and senior leadership, your board of directors, key investors, or top campaign donors.

    • Their Role: This group must have absolute conviction in your narrative. They are the ultimate validators of your strategy and the primary funders of your mission. Any doubt or misalignment here will inevitably fracture your external messaging.
    • The Communication Goal: Deep alignment and unwavering confidence. The tools for this audience are not press releases, but confidential memos, in-person briefings, and detailed strategic plans.

    The Second Circle: The Influencers

    This circle is populated by the key opinion-shapers and validators within your specific ecosystem. It includes the elite journalists who define the media narrative, the industry analysts whose reports move markets, the academics who provide third-party credibility, and the policy experts who shape regulation.

    • Their Role: This group translates and amplifies your narrative for a broader audience. Their credibility becomes your credibility. They are the critical channel through which your core message is interpreted and given weight.
    • The Communication Goal: Persuasion and validation. You must arm this group with the data, access, and arguments they need to confidently and accurately represent your position to their own audiences.

    The Outer Circle: The Public

    This is the broadest circle, encompassing your end-users, customers, employees, voters, or the general public.

    • Their Role: This group is largely the recipient of the narrative shaped by the inner two circles. Their opinions are heavily influenced by the media they consume and the experts they trust (The Influencers), backed by the perceived strength and alignment of your leadership (The Core).
    • The Communication Goal: Awareness and acceptance. By the time your message reaches this circle, it should arrive with the built-in credibility conferred by the influencers and the institutional authority of your core.

    Winning From the Inside Out

    The strategic imperative of this model is to work from the inside out. You cannot effectively persuade the public (Outer Circle) if the key reporters (Second Circle) are skeptical, and you cannot win over those reporters if your own board (Inner Circle) is misaligned. Every successful communications campaign is a cascade that begins at the center.

    In a modern intelligence hub, this model becomes more than a diagram; it becomes an operational dashboard. You can segment intelligence feeds and track the narrative within each circle, monitoring how a message briefed to your board is later reflected in an analyst report, and how that report, in turn, shapes broader media coverage.

    This transforms your work from simple outreach to sophisticated orchestration. You stop shouting into the void and instead focus on cultivating a powerful, controlled echo that begins with those who matter most.

  • The Message Matrix: A Framework for Ensuring Consistency Across Audiences

    Every professional communicator grapples with a fundamental tension: the need to speak with a single, unified voice while simultaneously tailoring messages to a dozen different audiences. The language that excites an investor is not the language that motivates an employee. The proof points that convince a regulator are different from those that persuade a customer.

    How do you adapt your message for each specific audience without diluting, or worse, contradicting your core narrative? Navigating this challenge without a deliberate system is one of the most significant sources of strategic risk in communications. When left to individual interpretation, even by talented team members, your message begins to drift. Small inconsistencies emerge. The talking points used in a media interview don’t perfectly align with the language in a shareholder report. A sales deck emphasizes a feature that the policy team downplays.

    These minor variations seem harmless in isolation, but they create a cumulative effect: a subtle but corrosive lack of clarity about who you are and what you stand for. To your adversaries, these gaps are not inconsistencies; they are opportunities. To your stakeholders, they are a source of confusion and eroding trust.

    The Solution: A Centralized Blueprint for Your Narrative

    The answer is not to create rigid, robotic scripts. It’s to build a framework that allows for disciplined adaptation. This framework is the Message Matrix—a simple, powerful tool for mapping your core narrative pillars against your key audiences to ensure consistency at scale.

    A Message Matrix serves as your organization’s single source of truth for all communications. It’s a grid that provides a clear, at-a-glance blueprint for what to say, to whom, and why.

    How to Build Your Message Matrix

    Constructing the matrix is a strategic exercise that forces clarity and alignment across your entire organization.

    Step 1: Define Your Core Narrative Pillars (The Rows)

    On the vertical axis, list the 3-5 foundational truths about your company, campaign, or product. These are the non-negotiable pillars of your narrative. They should be simple, declarative statements. For example:

    • Pillar 1: We are the most innovative solution on the market.
    • Pillar 2: Our platform delivers quantifiable cost savings.
    • Pillar 3: We are the most secure and trusted partner in the industry.
      Step 2: Identify Your Key Audiences (The Columns)
      On the horizontal axis, list your distinct audience segments. Be specific. “The Public” is not an audience. Instead, list groups like:
      • Institutional Investors
      • Industry Analysts
      • Trade Media
      • Enterprise Customers
      • Policy Staff / Regulators
      • Internal Employees

    Step 3: Tailor Messages and Proof Points (The Cells)

    The real work happens in the cells where your pillars and audiences intersect. For each cell, you will define the specific messaging and evidence that makes a core pillar resonate with that particular audience.
    For example, consider Pillar 3 (“most secure and trusted partner”):

    • For Investors: The message would be about mitigating risk. “Our security architecture de-risks your investment by protecting against costly breaches that impact valuation.” The proof point might be your compliance with ISO certifications.
    • For Enterprise Customers: The message is about operational confidence. “Our end-to-end encryption allows your team to operate with total confidence that their data is protected.” The proof point might be a customer testimonial about data integrity.
    • For Employees: The message is about shared responsibility. “We all have a role to play in upholding the trust our customers place in us.” The proof point could be the company’s investment in mandatory security training.

    The core truth remains identical in every instance, but the framing and evidence are strategically adapted to align with what each audience values most.

    From Document to Doctrine

    A Message Matrix is only effective if it’s a living tool, not a forgotten spreadsheet. By housing it within a centralized intelligence hub, it becomes the active foundation for every piece of content your team produces. Before a press release is written or a speech is drafted, the writer consults the matrix. This simple act ensures that every communication, regardless of who creates it, is a deliberate execution of your core strategy.

    The result is the holy grail of communications: a narrative that is both powerfully consistent and deeply resonant. You eliminate message drift, close vulnerabilities, and empower every member of your team to speak with clarity and confidence.

  • The Signal vs. The Noise: Why Most Media Monitoring Platforms Fail

    The 7 AM email lands in your inbox: “Your Daily Media Report.” It contains 237 new mentions of your organization, your principal, and your key issues. You begin the frantic scroll, hunting for the one or two items that actually require a strategic response amidst a sea of phantom tweets, scraped blog comments, and irrelevant news briefs.

    This is the daily ritual for countless communications teams. You’ve been sold the promise of comprehensive coverage, but what you’ve received is a firehose of raw data masquerading as insight. Most media monitoring platforms aren’t built for strategic communications; they’re built for keyword collection. They excel at creating noise, but they consistently fail to deliver the signal.

    The Illusion of Awareness

    Traditional monitoring tools operate on a simple, flawed premise: more is better. They create a false sense of security by showing you every single mention, no matter how trivial. This volume-based approach fundamentally misunderstands the nature of high-stakes communications.

    Your challenge isn’t a lack of information; it’s a lack of strategically relevant information. A keyword scraper can’t distinguish between a C-suite executive questioning your business model in the Wall Street Journal and a bot account mentioning you on Twitter. It treats both as data points of equal value, leaving the burden on you to manually separate the critical intelligence from the digital chatter. This isn’t a strategy; it’s a daily, time-consuming chore.

    From Passive Monitoring to Active Intelligence

    A modern communications operation requires a shift in mindset: from passive monitoring to active intelligence. The most powerful filter in the world isn’t a complex algorithm; it’s the strategic judgment of your team. The purpose of technology should be to empower that judgment, not to overwhelm it.

    Active intelligence is a curated process. It begins when a member of your team identifies an article, a social media post, or a broadcast clip and makes a judgment call: “This matters.” By saving that single piece of information into a centralized hub, they are casting a vote for its strategic importance. This human-led curation is the first and most critical step in turning raw noise into actionable signal.

    The Power of a Curated Hub

    Imagine logging in not to an endless, chaotic feed, but to a clean dashboard displaying the five most important developments your team has identified in the last 24 hours. Instead of sifting through hundreds of alerts, you are immediately focused on a shared, pre-vetted reality.

    This is the power of an intelligence command center. It’s a space where the signal is amplified and the noise is eliminated by design. Your team’s collective brainpower is spent analyzing and acting on what’s important, rather than digging for it. When a new article is added, it’s instantly accessible to everyone, creating a single source of truth that informs every press release, every talking point, and every tweet.

    The goal isn’t to see everything. It’s to see what matters, faster and with greater clarity than your competition. By abandoning the noisy illusion of total monitoring, you can build a system that delivers the one thing you actually need: the strategic signal.

  • Loss Aversion in Messaging (or, Why Highlighting a Potential Threat is More Powerful Than Promising a Gain)

    Which of these feels more intense: finding a $100 bill on the street, or realizing you’ve lost a $100 bill that was in your pocket?

    For most people, the answer is overwhelmingly the second one. The sting of a loss is far more potent than the joy of an equivalent gain. This is a predictable cognitive bias known as loss aversion. Pioneered by psychologists Daniel Kahneman and Amos Tversky, their research found that the psychological pain of losing is about twice as powerful as the pleasure of winning.

    For those in the business of persuasion—political campaigns, advocacy groups, and public affairs—this is one of the most important principles you can understand. It’s a key that unlocks a more powerful and motivating way to frame your message.

    Loss Aversion in the Political Arena

    In politics, promising a better future is standard practice. Candidates talk about creating jobs, improving schools, and growing the economy. While this aspirational messaging is important, it often lacks the visceral punch needed to move undecided or low-information voters.

    Loss aversion provides that punch. Instead of focusing solely on a potential gain, it frames the issue around a potential threat to what the audience already has.

    Consider these two ways to frame a debate on healthcare policy:

    • Gain Frame: “Our plan will give you better healthcare options and more coverage.”
    • Loss Frame: “Our opponent’s plan will take away your doctor and eliminate protections for pre-existing conditions.”

    The first message is a nice promise. The second is a direct threat to the status quo. It triggers a powerful protective instinct in the audience, making them far more likely to pay attention and take action to avoid the potential loss. Effective campaigns don’t just sell their vision; they expertly define how their opponent is a direct threat to the voter’s current way of life, their financial security, or their family’s safety.

    How to Frame Your Message Using Loss Aversion

    Applying this principle requires discipline and a deep understanding of your audience. It’s a two-step process:

    • Identify What Your Audience Values and Possesses. First, you must identify what your audience has that they don’t want to lose. This could be tangible, like their current health insurance, their job, or the value of their home. It can also be intangible, like the safety of their neighborhood, the quality of their local schools, or a sense of stability.
    • Frame the Opposition as a Direct Threat to It. Once you know what they value, you can frame your opponent’s policies or the consequence of inaction as the force that will take it away. Use strong, active verbs that imply loss: eliminate, cut, threaten, undermine, risk, end, take away. The message becomes: “If you don’t act, or if my opponent wins, you will lose this thing you value.”

    The Fine Line: Fear vs. Strategy

    A word of caution: loss aversion is not the same as crude fear-mongering. Simply scaring people with baseless claims can backfire, making you seem untrustworthy.

    Effective loss aversion is about anchoring the threat to a credible and tangible loss. The power comes from making the audience feel that their current, comfortable reality is at risk. It’s the difference between a vague warning about “economic decline” and a specific, loss-framed message like, “Our opponent’s proposed tax will directly threaten your retirement savings.” The first is abstract; the second is personal and immediate.

    While positive messaging builds a vision, loss-aversion messaging creates urgency. In a world saturated with information, creating that urgency is often the first and most critical step to winning an argument.

  • The Rule of Three: Why the Most Memorable and Persuasive Messages Come in Threes

    Veni, vidi, vici.

    Life, liberty, and the pursuit of happiness.

    Government of the people, by the people, for the people.

    From ancient Roman conquerors to the foundational documents of American democracy, the most powerful and enduring messages are structured in threes. This is not an accident, but rather a fundamental principle of human psychology and communication. For political operatives, consultants, and advocacy professionals, mastering the Rule of Three is a critical tool for crafting messages that are persuasive, memorable, and strategically sound.

    Why Our Brains Love Threes

    The human brain is a pattern-recognition machine. It’s constantly searching for structure and meaning in the world around it. The number three is the smallest number of elements required to create a pattern, making it uniquely satisfying to our minds.

    • One element is a point, an isolated fact.
    • Two elements create a comparison or an opposition.
    • Three elements create a rhythm, a progression, and a sense of completeness.

    Think of it like a simple story structure: a beginning, a middle, and an end. This triadic structure feels whole and balanced, making the information easier to process, retain, and recall. In the high-stakes, low-attention-span world of communications, this cognitive shortcut is a powerful advantage. A message structured in threes is more likely to cut through the noise and stick in the mind of a voter, a stakeholder, or a journalist.

    The Rule of Three in Action: A Strategic Framework

    The Rule of Three can be applied to nearly every aspect of strategic communications. It provides a simple yet robust framework for ensuring your messaging is disciplined and effective.

    • Core Message Pillars: Your entire campaign or organization should be built on three core pillars. For example: A Stronger Economy, Safer Communities, and Better Schools. This trio is easy for a candidate to remember and repeat, and simple enough for voters to absorb. Every piece of content you produce should reinforce one or more of these pillars.
    • Speeches and Talking Points: When structuring a speech, break your argument into three key sections. When preparing a spokesperson for an interview, give them three main talking points to hit. This structure prevents rambling and ensures the most important messages are delivered, even under pressure. For instance: “Our plan accomplishes three things: it cuts taxes for working families, it reduces government waste, and it invests in our future.”
    • Persuasive Copy: When writing an email, a social media post, or an op-ed, use tricolons to add rhythm and emphasis. A sentence with three parallel parts feels more eloquent and persuasive. Compare “Our opponent’s plan is bad” to “Our opponent’s plan is reckless, irresponsible, and wrong for our country.” The second version is undeniably more powerful.

    Putting It Into Practice with Aedric

    In the chaos of a 24/7 news cycle, it’s easy for messaging to become reactive and inconsistent. A disciplined framework is essential.

    This is why the Rule of Three is a core part of Aedric’s design philosophy. Within the “Campaign Identity” engine, you can define your three core message pillars. The AI then uses this strategic framework as its guide, ensuring that every piece of generated content—from a tweet to a press release—is aligned with your foundational message. Aedric doesn’t just help you respond faster; it helps you respond smarter by enforcing the kind of message discipline that wins campaigns.

    Mastering the Rule of Three is about more than just good writing. It’s about understanding how people think. By structuring your communications around this simple, powerful principle, you can create messages that are not only heard but are also understood, remembered, and acted upon.

  • Beyond the Stump Speech, and Crafting a Cohesive Narrative Arc for an Entire Initiative

    Every seasoned communications professional knows the stump speech. It’s the polished, road-tested set of talking points delivered with practiced consistency. It is essential. It is also, by itself, insufficient.

    A stump speech is a single chapter. An entire campaign, a major legislative push, or a year-long advocacy initiative requires a full story. Many initiatives fail not because their individual messages are weak, but because those messages are isolated episodes in a disconnected series. The audience never grasps the overarching plot.

    To move from episodic messaging to sustained impact, you must think like a storyteller. You need to design a cohesive narrative arc—a strategic blueprint that connects every communication over time, giving each press release, social media post, and public appearance a deliberate role in a larger, unfolding drama.

    The Three-Act Structure of a Strategic Initiative

    The most powerful stories, from ancient myths to modern blockbusters, follow a simple three-act structure. We can apply this same framework to strategic communications to provide clarity, build tension, and drive toward a satisfying conclusion.

    Act I: The Setup (The “Why”) This is the beginning of your initiative. The primary goal here is to establish the stakes and introduce the central conflict.

    • The World: What is the current state of affairs? What is the landscape your audience understands?
    • The Protagonist: Who is the hero of this story? Is it your candidate, your organization, or the community you represent?
    • The Inciting Incident: What event kicks off the action? This is the launch of your campaign, the introduction of a harmful bill you must fight, or the announcement of a bold new project.
    • The Core Question: You must pose a dramatic question that the rest of the narrative will answer. Will our community choose a path of innovation or be left behind? Can we pass this law before it’s too late?

    During Act I, all communications should focus on defining this core problem and establishing your protagonist as the one to solve it.

    Act II: The Confrontation (The “How”) This is the long, challenging middle of your story. Your protagonist will face a series of obstacles in pursuit of their goal. This is where you demonstrate resilience, competence, and commitment.

    • Rising Action: Each communication should show the protagonist actively working to resolve the conflict. This is where you roll out policy specifics, announce key endorsements, and share stories of community support.
    • Obstacles and Setbacks: Your opponent will launch attacks. The media will ask tough questions. A policy proposal might stall. These are not distractions; they are crucial plot points. Your response to these challenges reveals your protagonist’s character and strengthens the narrative.

    In Act II, your messages should not feel random. Each one is a scene that advances the plot, showing your protagonist’s struggle and growing strength.

    Act III: The Resolution (The “Now”) This is the climax and conclusion of your story. The narrative you have been building must now pay off.

    • The Climax: This is the moment of maximum stakes—Election Day, the final legislative vote, the campaign’s fundraising deadline. Your communications should build to this point, creating a sense of urgency and consequence.
    • The Resolution: The core question posed in Act I is finally answered. The election is won or lost. The bill is passed or defeated.
    • The New Beginning: The story ends by showing the audience what the world looks like after the resolution. It should reinforce the wisdom of the protagonist’s path and set the stage for the future.

    A Practical Framework for Building Your Arc

    1. Define Your Core Narrative Question. Before you launch, write down the single question your entire initiative is designed to answer. Every communication should, in some way, relate back to this question.
    2. Map Your Key “Plot Points.” Look at your timeline and identify the major, unavoidable events (a policy launch, a public debate, a key deadline). Treat these not as checklist items, but as key scenes in your story. Plan your messaging around them to build momentum.
    3. Assign a Narrative Purpose to Every Communication. Stop thinking in terms of tactics (“we need to send a tweet”). Start thinking in terms of story (“we need a communication that shows our protagonist overcoming their first obstacle”). This gives every action a strategic purpose within the arc.
    4. Maintain Thematic Consistency. Identify two or three core themes (e.g., “fairness,” “innovation,” “community strength”) that act as motifs in your story. Weaving these themes into all your communications, from speeches to social media, ties the entire narrative together.

    Great campaigns don’t just repeat messages; they tell a story. By architecting a narrative arc, you provide discipline for your team and a compelling reason for your audience to become invested in the outcome. You move from being a reactive manager of the message-of-the-day to becoming the author of a powerful, purposeful story.

  • The Stakeholder Memo: The Art of Briefing Allies, Board Members, and Donors Effectively

    In the world of high-stakes communications, most of our energy is spent on the public-facing battle: winning the news cycle, persuading voters, and mobilizing supporters. But behind every public victory is a foundation of quiet, internal alignment. Keeping your most important allies—your board members, major donors, and strategic partners—informed, confident, and on-side is a critical, often overlooked, mission.

    Many professionals get this wrong. They either bombard these crucial stakeholders with long, rambling email chains or they under-communicate, leaving the people who matter most to learn about a crisis from the news. Both errors erode trust and create strategic risk.

    The professional solution is the Stakeholder Memo. It is a purpose-built tool designed to convey critical information with clarity, brevity, and respect for the reader’s time. Mastering it is a mark of a true communications strategist.

    The Philosophy: Why the Stakeholder Memo Works

    Before diving into the format, it’s essential to understand the strategic principles that make the memo so effective.

    1. It Respects Their Time. Your stakeholders are among the busiest people you will ever communicate with. A well-structured memo that gets straight to the point is a profound sign of respect. It demonstrates that you value their attention and have distilled a complex situation into its most essential components.
    2. It Creates Proactive Alignment. The purpose of a stakeholder memo is to get everyone on the same page before a major announcement or a breaking crisis. It replaces inbound, panicked phone calls with outbound, controlled information. It allows your allies to understand the situation and your strategy, turning them into confident ambassadors rather than anxious observers.
    3. It Functions as a Record of Competence. Over time, a series of clear, strategic memos creates a powerful record of your team’s execution and foresight. For a board or a group of donors, this paper trail is tangible proof that the organization is being managed effectively, building long-term confidence and justifying their continued investment of time and capital.

    The Anatomy of an Effective Stakeholder Memo

    A great memo is defined by its structure. It is designed to be skimmed in 60 seconds, with the option to read more deeply. Follow this template for maximum impact.

    Element 1: The Subject Line This must be clear, professional, and easily searchable. Use a consistent format.

    • Format: [Your Org Name] Briefing: [Topic] - [Date]
    • Example: Aedric Group Briefing: Q2 Market Analysis - June 12, 2025

    Element 2: The BLUF (Bottom Line Up Front) This is the most critical element, borrowed from military communications. It is a single, bolded paragraph at the very top of the memo that summarizes the entire situation and any necessary action. Your reader should be able to read only this section and understand 80% of what they need to know.

    • Example: “This morning, our main competitor launched a new pricing model that undercuts our current Tier 1 offering. We view this as a defensive move in response to our Q1 market share growth. Our immediate plan is to hold our current pricing while rolling out a targeted digital campaign emphasizing our superior features and service. No immediate action is needed from you, but please be prepared to see this discussed in the trade press.”

    Element 3: The Background (The “What Happened”) In two or three concise paragraphs, provide the key, objective facts of the situation. What event triggered this memo? Who are the key players? Link to a primary news source or report if available. Avoid speculation and stick to what is known.

    Element 4: The Implications (The “So What”) This section translates information into meaning. Explain what this development means for your organization, your cause, or your campaign. Does it present an opportunity? A threat? How does it affect your current strategy or long-term goals?

    Element 5: The Next Steps (The “Now What”) Project confidence and control by outlining the 2-3 specific actions your team is taking in response. This shows that you have a plan. If you have a specific “ask” for the stakeholders (e.g., “We ask that you amplify this message on your social channels,” or “Please direct any media inquiries to our Comms Director”), state it clearly and directly here.

    Element 6: The Point of Contact End with a simple line stating who the stakeholders should contact if they have further questions. “For more details, please contact Jane Doe at…”

    Pro Tips for Success

    • Establish a Cadence. Decide with your leadership if the memo should be sent on a regular schedule (e.g., every Friday morning) or only on an as-needed basis when significant events occur. Setting this expectation is key.
    • Never Surprise Your Principal. Your CEO, Executive Director, or Candidate must always see and approve the memo before it is sent to external stakeholders.
    • Keep Your Distribution List Tight. This is not a public newsletter. It is a privileged communication for a trusted inner circle. Treat the list with care and confidentiality.

    Effective internal communication is the silent partner to public victory. The stakeholder memo is more than an update; it’s a tool for building trust, demonstrating competence, and maintaining the strategic alignment necessary to win.

  • How to Write Compelling Video Messages for a Digital Audience

    Video is the undisputed language of the modern internet. While a well-crafted op-ed can shape the thinking of the elite, a powerful two-minute video can move the masses. For political and advocacy professionals, mastering video is no longer optional; it is a core competency.

    Yet many organizations struggle to translate their message to the screen. A brilliant policy argument often becomes a flat, unengaging video because the team makes a fundamental error: they write a script for the eyes, not for the ears and the impatient scroll of a thumb.

    Writing for video is a distinct discipline. It demands brevity, conversational language, and a structure built around visual storytelling. This guide provides a practical framework for scripting compelling messages that capture attention and drive action.

    Part 1: The Foundation – Before You Type a Word

    The most common mistake in video production happens before the camera even rolls: a lack of strategic focus. A disciplined pre-writing process is essential.

    1. Define Your “One Thing”

    A short video can only accomplish one primary goal. Is it to explain a complex issue, drive signatures for a petition, introduce your principal’s personal story, or rebut a specific attack? Before you write a word, you must be able to complete this sentence: “After watching this video, I want the audience to think/feel/do ___________.” This singular focus will inform every choice you make.

    2. Know Your Audience and Platform

    Where will this video live? A script for a 30-second, vertical TikTok or Instagram Reel must be fast-paced and visually dynamic. A two-minute video for LinkedIn or X (Twitter) can be more substantive and conversational. A five-minute deep-dive for a YouTube channel or website allows for more nuance and detail. The platform dictates the length, tone, and audience expectation.

    3. Outline for the Eye and the Ear

    Video is a visual medium. As you outline your key talking points, simultaneously brainstorm the visuals that will accompany them. What B-roll footage will you use? What data will you show as a text overlay? What powerful image will appear as you make your most important point? A great video script is a blueprint for what the audience will both see and hear.

    Part 2: The Scripting Framework – Writing for the Spoken Word

    Once your strategy is set, you can begin writing. The goal is clarity and impact, not literary prose.

    Rule 1: The First Three Seconds are Everything

    You have no time to warm up. Your opening must immediately stop the scroll. Start with a direct question, a bold and surprising statement, or a visually arresting image. Don’t waste precious seconds on a title card or a slow fade-in. Hook them instantly.

    Rule 2: Write Like You Talk

    This is the golden rule of scripting. Use short sentences, simple words, and conversational language. Avoid jargon, acronyms, and complex clauses that are difficult to say and even harder to follow. The best practice is to read every line aloud. If it feels awkward to say, it will sound awkward on screen. Revise until it flows naturally.

    Rule 3: Use the “A-B-C” Structure

    For most short-form videos, this simple structure is incredibly effective:

    • A – Attention: Your powerful hook from Rule #1. Grab them in the first three seconds.
    • B – Body: Deliver your “One Thing.” Break your core message into two or three simple, digestible points. Keep it focused and clear.
    • C – Call to Action: This is non-negotiable. Tell the audience exactly what you want them to do next. “Visit our website,” “Sign the petition,” “Share this video,” “Join us.” Be direct and unambiguous.

    Rule 4: Script the Visuals

    A professional script is a two-column document. On the left, write the spoken words (the audio). On the right, describe the corresponding visuals (the video). This ensures your message is reinforced, not contradicted, by what the audience sees.

    AUDIO (What we hear)VIDEO (What we see)
    The price of groceries has gone up 15% this year. That’s not a statistic; that’s a family’s budget in crisis.Close up on a grocery receipt. Text overlay: “+15%”.
    Our plan puts money back in your pocket by…B-roll of a family at a kitchen table, looking relieved.

    Part 3: The Delivery – Setting Your Principal Up for Success

    A great script can be undone by a poor delivery. Prepare your speaker to connect through the lens.

    The Teleprompter is a Tool, Not a Crutch.

    A teleprompter should be used for key phrases and data points, but the delivery must feel conversational. Encourage your principal to internalize the message so they can speak to the camera, not just read from it.

    Energy is Non-Negotiable.

    The camera naturally drains about 20% of a person’s perceived energy. To appear natural and engaging on screen, the speaker must deliver the lines with slightly more energy and enthusiasm than they would in a normal conversation.

    A compelling video is not an accident. It is the product of a strategic, disciplined scripting process that prioritizes a single message, conversational language, and a clear call to action. By moving beyond the written page and scripting for the screen, you can create powerful messages that connect, persuade, and inspire.

  • How to Onboard a New Comms Team Member with Centralized Intelligence

    Bringing a new member onto a high-stakes communications team is a delicate process. You need them to get up to speed on complex issues, internal messaging, and competitive dynamics—and you need them to do it yesterday.

    The traditional onboarding method is a frantic scramble. It involves forwarding dozens of old email chains, sharing links to a disorganized shared drive, and spending hours in verbal briefings trying to download months of institutional knowledge. This process isn’t just inefficient; it’s risky. It creates knowledge gaps and increases the chance of a new hire making a well-intentioned but off-message mistake.

    There is a better way. A modern communications team doesn’t just have a workflow; it has an institutional memory. By leveraging a centralized intelligence hub, you can transform your onboarding process from a chaotic scramble into a structured, strategic, and remarkably fast exercise.

    The Problem with “Tribal Knowledge”

    In many organizations, the most critical information—the history of an opponent’s attacks, the nuance of your position on a key issue, the reasoning behind a past strategic pivot—exists only as “tribal knowledge” in the heads of senior staff. This makes your team vulnerable. When a key member leaves, that knowledge walks out the door with them.

    A centralized intelligence platform externalizes that knowledge. It turns your team’s collective experience into a durable, searchable asset that empowers every member, new and old.

    A New Onboarding Playbook: From Zero to Contributor in 48 Hours

    Imagine a new communications assistant joins your team on a Monday morning. Instead of spending the week in disjointed briefing meetings, they are given access to your Aedric platform. Their first two days are a structured self-guided tour through your organization’s strategic brain.

    Day 1: Mastering the Issues

    The new hire’s first task is to dive into your Issues Dashboard. They aren’t just reading random news; they are reviewing the curated library of articles your team has already collected and organized under your core Campaign Issues like ‘Healthcare Costs’ or ‘Local Infrastructure.’ By reviewing this pre-vetted intelligence, they aren’t just learning about the issues; they are learning how your organization thinks about the issues.

    Day 2, Morning: Understanding the Landscape

    Next, they explore the full timeline of saved intelligence. They can search for your principal’s name or your key competitors to see the history of media coverage. They can analyze how the team has previously responded to specific events, learning the organization’s voice, tone, and strategic instincts by reviewing past actions.

    Day 2, Afternoon: The Practice Run

    The final step is activation. The new hire is tasked with finding a relevant, day-old article from the intelligence hub and using the platform to draft a sample social media post. Because they are working from the same intelligence and using the same tools as the rest of the team, their draft is already grounded in your strategic reality. You’re not just testing their writing ability; you’re testing their ability to integrate into your workflow.

    The Result: A Smarter, Faster Team

    By the end of their second day, your new team member has a deep, practical understanding of your core messages, your competitive landscape, and your operational workflow. They are not just ready to contribute; they are ready to contribute in a way that is consistent, disciplined, and strategically aligned.

    You haven’t just saved a week of onboarding time. You’ve strengthened your team’s institutional memory and ensured that your message discipline remains ironclad, no matter who joins or leaves.

  • Using Aedric to Manage a Multi-Issue Advocacy Campaign

    Running a political campaign is a sprint. Managing an advocacy organization is a marathon—or more accurately, it’s like running several different marathons at the same time.

    Unlike a candidate with a single election day, an advocacy group manages a complex portfolio of long-term issues. Your team might be fighting a defensive battle on a new regulation, while simultaneously launching a proactive, multi-year push for legislative reform, and also maintaining a steady drumbeat of educational content on a third core issue.

    Each of these campaigns has its own narrative, its own set of stakeholders, its own body of research, and its own timeline. Managing this complexity with a generic set of tools often leads to information silos and message drift, undermining your organization’s overall impact.

    To succeed, you need a system built for the specific challenge of multi-issue advocacy. You need a centralized hub to manage your entire issue portfolio with discipline and strategic clarity.

    The Challenge: The Siloed Portfolio

    In many organizations, the “Clean Water” team has its own research folder, while the “Renewable Energy” team has its own set of talking points saved in a separate document. When a news story breaks that touches on both issues, coordinating a response becomes a slow, manual process of internal negotiation.

    This siloed approach creates inefficiency and strategic risk. A professional advocacy operation requires a single source of truth—a unified dashboard where every issue campaign can be managed, monitored, and activated.

    Building Your Centralized Issues Hub: A Workflow

    A purpose-built communications platform allows you to manage your entire portfolio from a single command center. Here’s how a structured workflow can bring order to the complexity.

    Step 1: Define Your Campaign Verticals

    The first step is to create dedicated streams within your intelligence hub for each of your core advocacy areas. Instead of a single, chaotic news feed, you create distinct categories like ‘Clean Air Act Defense,’ ‘Federal Solar Subsidies,’ or ‘Endangered Species Act Policy.’ This allows your team to instantly focus on the intelligence relevant to a specific campaign without being distracted by noise from other issues.

    Step 2: Build a Dedicated Evidence Library for Each Issue

    For each issue you’ve defined, you can now begin to build a deep, searchable library of curated intelligence. As your team monitors the news, they can “collect” relevant articles, scientific studies, opponent statements, or policy papers and organize them under the appropriate issue category.

    Over time, you are not just saving articles; you are building an invaluable institutional memory. Six months from now, when you need to find that one specific study about renewable energy costs, it won’t be lost in an old email chain. It will be exactly where it needs to be, filed under ‘Renewable Energy Standards.’

    Step 3: Activate Your Intelligence with Precision

    This centralized system transforms how you respond and create content. When a new regulation is proposed that affects the Clean Air Act, your process is simple and fast:

    1. Go to your Issues Dashboard.
    2. Filter for your ‘Clean Air Act Defense’ category.
    3. Instantly access every piece of evidence, every talking point, and every past statement you have on that specific topic.
    4. Select the most relevant piece of intelligence and use it to instantly generate a targeted press release, a social media thread for your supporters, or talking points for your CEO’s next media appearance.

    This workflow allows you to act with the speed of a rapid-response campaign while maintaining the strategic depth and accuracy required for complex, long-term advocacy. It ensures that every communication is not just a one-off statement, but a consistent part of your enduring mission.