Class 1

Instructor: Karen Darmon

kdarmon@free.fr

1. Review of HW and Class

Structure

2.To Identify ―the Message‖

What Do We Mean?

How Do You Identify It?

Characteristics And Criteria?

Testing The Waters– Your 6 Word Sentences

3. To Apply It To The Blog

What Will The Core Theme Of The Blog Be?

What Are The Criteria For The Articles Posted?

Content- Length; Pictures; Links;

Opening- Blog updates

Blogmasters present their work/updates/‖issues‖

Editors give a one minute review of their article

The goal is to get people to click on their article after the class.

First class– 6 word stories

Class lecture

Exercise

Eventually class presentations

The Blog-

Maxence, Solene and Mathilde to discuss

Also, am I ―catching an attitude?—What is the purpose of the blog?

Communication is not what is SAID……

And the ―mission‖ is

ENGINEERING THE LINK

BE SIMPLE!

A successful defense lawyer says,

― If you argue 10 points, even if each is a good point, when they get back to the jury room they won’t remember anything‖

The Secret Of Advertising Strategy:

Have One Unique Selling Point That Positions You In A Clear, Identifiable Niche

The Same Holds True In Communication- Every Piece Should Have Core Message

WHAT IS THE SINGLE ONE IDEA THAT YOU WANT SOMEONE TO TAKE AWAY?

STRIP AN IDEA DOWN TO ITS SINGLE MOST CRITICAL ELEMENT-

IN A WORD, OR 6

Rudyard Kipling, from "The Elephant's Child" in Just So Stories

I keep six honest serving-men(They taught me all I knew);Their names are What and Why and When And How and Where and Who.

Who

Is the audience

WHAT

Why-

My objective

Karen Darmon kdarmon@free.fr

What doI need to say and,How:What medium should I use?

Karen Darmonkdarmon@free.fr

A nalsysis--Who is the audience– is it varied; the same people

U nderstanding--What is it they know? What is it they need to know?

D emographics--What is their age, gender, education, social background, ethnic background, etc.

I nterest--Why is the audience there? What are they looking/listening for?

E nvironment--What can distract the audience? Where will I stand? Can they see and hear me?

N eeds--What does the audience need? What are my needs?

C ustomized--What specific need(s) should I address?

E xpectations--What should I expect to accomplish? What do they expect from me?

WHAT IS MY OBJECTIVE—WHY

AM I TRYING TO: • GENERATE

INTEREST, • CREATE A

FOLLOWING, • SHOW MY

KNOWLEDGE AND IMPRESS OTHERS,

• GET A GOOD GRADE?

What do I need to say in order to be heard by the audience, and most importantly, how?

WHAT IS THE ONE TAKE AWAY

POINT THAT YOU WANT THE AUDIENCE

TO GET

COULD BE

- AN IMPRESSION

- AN IDEA

1. Identify what you want

to say– the core message

2. Determine the best way to

communicate it.

THINKING

CognitiveLogic;considers pre-existing knowledge and beliefs

FEELING

Affective Stimulates Emotion

BEHAVIOR

Pre-existingbehavior to act in a certain way

From a magical place: the earth

From a magical place: the earth

Challenge; Inform; Conversation

Blogs often include feedback comments by which readers can challenge or enhance the information provided. It also enables conversation which further enriches understanding. This interaction easily becomes conversation out of which further meaning is developed.

Who do we want the audience to be?

WHAT

Why-To express_________?WHAT IS THE ONE THING I WANT TO SAY

Karen Darmon kdarmon@free.fr

The CORE idea

Karen Darmonkdarmon@free.fr

Should assignments include images? Links?

Scheduling of deadlines

Getting reach/coverage/readers

Discussions—the look?

For a message to be retransmitted to others, it must first be trusted

Reliability -gives reliably sound information will be trusted more.

Semantic similarity i-similarity of meaning and consequent similarity in personality.