Flow Media Training is a confidential, high-end, bespoke communications consultancy.
We have worked with some of the UK’s leading companies, celebrities and charities to ensure that whenever,
however and wherever they present themselves they do so in the most effective way possible.

The following is an extract from Derek Draper’s “Public Relations Masterclass”, given to the National Housing Federation Annual Conference in September 2007. (Download the full speech here (word Document)).

“Flow Media Training has a unique approach to communications which we call M.E.T. It’s a scientifically proven and psychologically informed combination of three core components: Message, Emotion and Technique. When you have delivered on all three you will have “met” your audience on a deep and meaningful level.

It rests on a belief which I think is worth mentioning because it
should affect the whole tone and approach of your communications:

The recent groundbreaking book “The Political Brain” by Drew Westen shows conclusively that "the political
brain is an emotional brain". That is, that voters make up their minds not deciding between competing
intellectual arguments but by how the politicians making the arguments make them feel.

Echoing that, in the latest (September 2007) McKinsey Quarterly, Nokia’s senior vice-president of strategic marketing reveals: “One thing we’re trying to understand is the unconscious mind and the real reasons people buy things. That’s where the gold dust is… emotional reasons – largely connected to the unconscious – play a critical role”.

We believe that what is true of political communications and consumer marketing is true of any and
all communications: human beings decide what they think of you with their gut. If your emotional
message leaves them cold, then your argument won’t matter.

So you should always - when it comes to ideas, words and pictures
- think: what is the emotional content and message of what I am saying.”

To discuss how Flow Media Training can help you, your business or your organisation 
contact Stephanie@flowvideo.co.uk or call on 020 7486 2400

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