Serial Comment

Libretto works with ambitious mission-driven organizations to develop messaging platforms that drive their institutional and fundraising communications. Once a platform has been finalized, we often find ourselves wondering about its subsequent implementation. How often does the client use the platform? In what contexts? What’s the longer-term impact of the platform on the client’s communication function, and on the organization as a whole?

While some people may have an intuitive sense of how they can use a messaging platform, most don’t. Once they’ve been given your organization’s messaging guide—which is intended to serve as their communications toolkit—they will almost assuredly have questions, concerns, or doubts about its use, or perhaps even its utility. Training is the best way to address this.

If your communications are like a fully staged theatrical production with costumes, music, and lighting, then your messaging platform is like the script. Messaging provides the essential building blocks that allow you to articulate your value, key differentiators, and vision.

We often compare an effective messaging guide to a coach’s playbook: It shows the X’s and O’s for any situation – you just need to pick the right play and actually run it.