Influencing stakeholder perceptions has never been more challenging for communicators, who struggle to compete with an ever- increasing volume of voices, channels, and messages.
Most communicators are focusing efforts on “breaking through the noise” with tactics such as increasing their presence in stakeholders’ preferred channels, using new platforms and formats, and co-opting trusted sources.
Our research reveals that these efforts alone will fall short in actually changing minds because the key to changing perceptions lies in the nature of the content itself.
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