Communications fundamentals

It’s never been quicker, cheaper or easier to connect with audiences. But we don’t often take the time to think carefully about how we communicate. That means the most important messages – and the right arguments – often get drowned out.

This is a primer on communications for you and your colleagues based on thousands of years of storytelling, the dark arts of public relations, and modern neuroscience. It’s been road-tested in a busy press office. It’ll give you practical tips on how to connect with your audience, change minds – and make good things happen.

I’ve been inspired by Jeremy Porter’s Comms 101′, and this course has benefited from conversations with the team at Cast from Clay.

Stories help us to think and to relate to each other

How the structure of stories – and the shared experience of storytelling – helps us to think. Read more

Frames organise facts and our views of the world

Words, and the metaphorical scaffolding they put around the world, shape our view of the world and what’s possible. Read more

Persuasion gives your arguments the power to motivate

Analytical thinking isn’t the default circuit – which has important consequences for communications. Read more

Messages tell stories and evoke frames

Once your words have been spoken, broadcast or published online they’re no longer yours – how they’re interpreted is almost completely out of your hands. So choose them carefully. Read more