I think it was the Blockbuster hit best movie ever, Field of Dreams, that once said “If you build it, he will come”, but any entrepreneur, heck any business owner, knows that isn’t always the case. We build, destroy, strategize and rebuild again before finally landing upon the perfect business model or product that not only appeals to the masses but to funders and investors. However, without an effective communication plan, even the best idea can fall short.
That’s where we come in. Like you, we understand there is no magic formula – anyone remember Pepsi’s fail “Crystal Pepsi”? Like I was saying, the public relations, marketing, social media and communication strategists fly in like the Marvel Comics to advise and provide media strategy in hopes of making the needle move out of the red and into the GREEN. We are an integral part of the brands’ team working directly with the company to make an unforgettable campaign.
While there might not be a secret formula, we’re willing to tell you one of our secrets. The foundation of everything we do; our most valuable tool. The one we cannot live without is rhetoric. Yes, old fashioned, debate club, rhetoric. By definition, rhetoric is the art of effective or persuasive speaking or writing which has an effect on its audience.
This skill is what makes our campaigns and strategic communication plans go from good to great. It is how we effectively tell stories, communicate concepts and move the needle with knock-em-dead media coverage. The short and sweet of rhetoric is three elements: logos – logic, reason, proof; ethos – credibility trust; pathos – emotions, values.
Rhetoric is an invaluable tool that must be taken into consideration with any business or communication plan – from the beginning stages of product development to strategic public relation campaigns. If we could offer one piece of advice for startups or companies looking to build a brand, rebrand or create a product with the help of a public relations agency we suggest asking if the perspective agency can define the three elements of rhetoric. If not, call us.