

Chapter 11:
The Boulevard of Communications: a Detailed Guide
The Boulevard of Communication strategically guides these stories from conception to market impact, ensuring messages are clear, credible, consistent, compelling, and ultimately contagious.
Clear Communication
The methodology emphasizes crafting messages that are easily understood by diverse audiences, ensuring your story is accessible and impactful.
Credible Storytelling
Build trust and authenticity by backing your narrative with factual evidence, case studies, and testimonials that support your claims.
Compelling Narratives
Create stories that capture attention, evoke emotions, and resonate with your target audiences, differentiating your brand in the market.
Consistent Delivery
Maintain a coherent message across all channels and touchpoints to reinforce your brand identity.
Contagious Messaging
Develop content that encourages sharing and word-of-mouth, amplifying your story's reach and impact across various channels.
What Makes Up The Boulevard of Communication
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What You Have to Say
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Who You Want to Tell
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How You Want to Deliver It
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Where You Want to Share it
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When You Want to Say It
The What: Key Elements of the Methodology
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The Story:
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What It Is: Your company's unique narrative, including its mission, vision, values, and goals.
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Why: It captures the essence of your brand and differentiates you from competitors.
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The Legend:
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What It Is: Public perception and word-of-mouth about your company.
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Why: Shaping the legend helps manage your reputation and influence how others talk about you.
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The Backstory:
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What It Is: Factual evidence supporting your story and legend, such as data, case studies, and testimonials.
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Why: It builds trust and authenticity by providing concrete proof of your claims.
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The How: Crafting and Delivering the Story
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Crafting the Narrative:
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How: Develop a compelling story that highlights your unique aspects, vision, and impact. Tailor the message to appeal to different stakeholders by focusing on their interests and concerns.
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Managing the Legend:
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How: Proactively engage with your audience through positive storytelling, manage public perception, and respond to feedback constructively.
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Building the Backstory:
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How: Collect and present data, case studies, and testimonials that support your story. Ensure these elements are integrated into your communications to enhance credibility.
The Why: The Purpose Behind Each Element
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The Story:
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Why: To capture attention and differentiate your brand in the market.
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The Legend:
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Why: To shape and control public perception, reinforcing your brand’s credibility and desirability.
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The Backstory:
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Why: To provide a strong foundation for your narrative, building trust and authenticity with your audience.
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Communication Channels: Where It Is Told
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Digital Media:
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How: Utilize social media platforms, company websites, online newsrooms, and digital publications to share your story widely and engage with a broad audience.
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Traditional Media:
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How: Leverage television, radio, and print media for a broader reach. Craft press releases and media kits to provide journalists with key story elements.
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Events:
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How: Present at trade shows, conferences, and industry events to showcase your company’s expertise and innovations.
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Direct Marketing:
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How: Use email campaigns and direct mail tailored to specific audience segments to ensure your message reaches the right people.
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Owned Media:
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How: Control the narrative by producing content such as newsletters, blog posts, podcasts, and videos that you publish on your own channels.
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The Timing: When It Is Told
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Aligning with Milestones:
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How: Coordinate story releases with significant company events such as product launches, anniversaries, or major achievements to maximize impact.
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Market Readiness:
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How: Assess industry trends and market conditions to choose the optimal time for communication. Ensure your message is timely and relevant.
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Continuous Engagement:
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How: Maintain a regular cadence of communication to keep the audience engaged and updated. Use a mix of real-time updates and scheduled content to build anticipation and sustained interest
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In Conclusion
The Boulevard of Communication provides a structured and strategic approach to delivering your company's story. By understanding the target audience, crafting a compelling narrative, managing public perception, and substantiating claims with factual evidence, you can create a powerful and contagious message.
Selecting the right communication channels and timing your message appropriately are crucial steps to ensure your story resonates with and engages your audience, driving positive business outcomes.
Real-World Communications & Marketing Tactics
Deliverable
The strategic communications plan, detailing:
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What You Have to Say
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Who You Want to Tell
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How You Want to Deliver It
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Where You Want to Share it
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When You Want to Say It