Aedric's Blog

Tag: social-media

  • 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 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.

  • The Aedric Workflow: From Breaking News to On-Message Tweet in 90 Seconds

    In modern communications, speed is a strategic advantage. The ability to react to a breaking news story with a sharp, on-message response before your competitors can even finish their first cup of coffee is what separates effective teams from the rest.

    But speed without discipline is just noise. The challenge is to be both fast and strategically sound.

    Traditionally, this has been a trade-off. A fast response was often sloppy, while a well-crafted one was too slow to matter. A professional rapid response platform is designed to eliminate this trade-off. Let’s walk through a real-world workflow, showing how you can go from seeing a breaking news story to publishing an on-message response in under 90 seconds.

    Seconds 0-15: The Trigger

    A new story breaks—a monthly jobs report is released, a new piece of legislation is announced, an industry trend piece is published. You don’t discover it by frantically refreshing a dozen websites. You see it instantly in your Aedric Issues Dashboard, a centralized hub monitoring the news feeds you care about.

    You immediately identify the article as relevant to one of your core campaign issues. The clock has started.

    Seconds 15-30: The Curation

    With a single click, you “Collect” the article. This action does two things simultaneously: it saves the article to your team’s permanent, searchable intelligence library, and it prepares it for action. You can instantly organize it under a specific category like ‘The Economy’ or ‘Local Infrastructure’, ensuring your intelligence remains structured and easy to find later. The context is captured.

    Seconds 30-60: The Creative Choice

    This is the most critical step, where speed meets creative direction. You click the “Create Post for X” button on the article you just saved.

    Instead of a blank text box, Aedric presents you with three distinct, AI-generated content angles based on the substance of the article. For a jobs report, you might see:

    1. Angle 1: A post focusing on how the rise in manufacturing jobs impacts our district.
    2. Angle 2: A post questioning the sustainability of the growth mentioned in the report.
    3. Angle 3: A post highlighting the report’s data on youth unemployment.

    You are not asking the AI to think for you. You are using it to instantly identify different potential narratives within the same source material. You, the human strategist, make the single most important decision: which story do we want to tell? You click on Angle 1.

    Seconds 60-90: The Final Polish

    Based on your chosen angle, Aedric instantly generates a high-quality, on-message draft. The draft is already infused with your organization’s pre-set voice and tone. It’s not a generic summary; it’s a targeted piece of communication focused on the specific narrative you selected.

    Your final job is to act as the editor-in-chief. You spend 20-30 seconds making minor edits, adding a final touch of human nuance, and ensuring it’s perfect. You copy the text and publish it.

    In the time it takes for most teams to finish their first internal email chain about the story, you have already executed a complete, strategically-sound response. This is how you win the news cycle.