Get to the point: How to identify and champion your most important messages
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No matter your expertise, your communications efforts will fail without a clear, concrete point. A true point is a value proposition for which you can make a strong case. Identifying and conveying your point is a crucial factor for successful press releases, media alerts, speeches, blog posts, letters to the editor and more—and having one can help you on every platform you use. In this session, author and executive communication specialist Joel Schwartzberg will show you how to formulate and strengthen the points on which your pitches and other PR efforts rely.
- How to develop meaningful points using one simple exercise
- Tips to identify and enhance your value propositions in press releases, emails and more
- How to avoid typical pitfalls, including “badjectives” and “split ends”
- Ways to communicate more effectively with partners, colleagues and supervisors—and tips to train your clients to do the same
Joel Schwartzberg is senior director of strategic and executive communications for the ASPCA, where he supervises executive and strategic messaging for the country’s longest-standing animal welfare organization and oversees its anti-cruelty PR team. He also teaches presentation and messaging techniques to clients including American Express and Blue Apron, and is the author of “Get to the Point! Sharpen Your Message and Make Your Words Matter.” Schwartzberg won the 1990 United States Championship in After-Dinner Speaking, the 1990 Massachusetts State Championship in Persuasive Speaking and was inducted into the National Forensic Association Hall of Fame in 2002.