When working to ratify the New Strategic Arms Reduction Treaty (or New START Treaty) in 2010, ReThink worked with the arms control and disarmament community to adopt a shared messaging strategy that defined why the treaty was critical. We identified national security validators and other key spokespeople to convey those messages, and we helped them write and place op-eds in the outlets that were most critical to influencing lawmakers.
We focus on collaborative communications. The easiest analogy is to a team sport or a symphony. A professional team or orchestra has players who specialize in their roles or instruments. They work together. They are most successful when they each maximize their individual strengths in pursuit of a shared goal. Organizations are no different. By helping each organization pinpoint its strategic perspective and additive value in a campaign, we can propel the issue into public consciousness. In communications terms, we don’t want to fight over the same column inches or sound bites, we don’t want a cacophony of discordant notes that leave the audience flat, we want to measurably increase the number of column inches and sound bites for the issue overall.