Читать книгу The Bonner Business Series – Media Relations - Allan Bonner - Страница 14

You probably have considerable knowledge about your chosen field. Unfortunately that does not ensure you’ll be able to describe your work and beliefs clearly and succinctly to the media.

We’ve found that most people take their daily life and activity so much for granted they just assume that others will have no difficulty in understanding their explanations. When asked by an interviewer “What do you do, why do you do it and is it important?” they look and sound uncomfortable as they struggle to put their thoughts into words. It doesn’t have to be like that.

The SOCKO system has helped people in many parts of the world to be better communicators. It has proved its value in highprofile situations with politicians, diplomats, military leaders, trade negotiators and other public officials. It’s also worked with business executives, police officers, lawyers and social institutions.

The SOCKO system helps you speak more effectively because SOCKOs help you identify your objectives and then stay focused on them.

You may already have encountered, or heard of, “key messages,” “aces,” “ press lines” or some other term used to describe a sentence or phrase containing the information you would like to be able to deliver to an audience.

While similar to SOCKOs, there is one vital difference: SOCKOs are designed to have an impact—just as the acronym suggests.

The acronym stands for Strategic Overriding Communications and Knowledge Objectives.

The SOCKO system starts with strategic thinking.