HearSay

When you are trying to build (or re-build) reputation, your job is to disrupt the way people think. And to disrupt, you can't just speak louder, you need to speak smarter. Instincts tell us to correct misperceptions. And our instincts are often wrong. Leaning in to facts and data often backfires. Change the narrative and you can change minds. Lee Carter and Michael Maslansky are joined by Senior Vice President Katie Cronen to discuss one of the often overlooked elements of reputation management, the effective use of language, message, and narrative.

Language shapes how we view the world around us. The news is no exception. A border crisis. An immigration crisis. A humanitarian crisis. All language used to describe the same story but changes how we view it. Michael and Lee are joined by m+p Partner Ben Feller to talk about the value of personalization, why keeping it simple in your messaging gets you further, and what the idea of credibility and plausibility mean in a post-truth era.

You might think that empathy is as simple as putting yourself in someone else's shoes. But it's much more complicated. While most of us have empathy for people who we care about and love, we don't have a natural ability to have empathy for people who aren't like us. This distinction is easy to ignore until we realize that the audiences we're focused on reaching with messages that resonate aren't just like us. President Lee Carter, CEO Michael Maslansky, and Partner Keith Yazmir highlight what it means to practice active empathy; the need for understanding your audience, especially if you don't agree with them; and how successful empathy can drive growth for your company.

You know your company or product is different. But does it sound different? Sometimes all that differentiates you from the competition is your story. The right language can change behavior, perception, and drive sales. How that story is framed matters more than you think. Using examples like "zero proof" non-alcoholic beverages, a "no hoops" rewards credit card, and an insurance company that "looks for ways to say yes," President Lee Carter, CEO Michael Maslansky, and Vice President Will Howard highlight the tools you need you stand out from the crowd.

Language changes the way we view the world, politics, business, and products. Sometimes, it's totally intentional. Sometimes, it's not. But there is no doubt that the effective use of language can drive behavior. And that's what language strategy is all about. Finding the language that changes the game. President Lee Carter and CEO Michael Maslansky are joined by Partner Keith Yazmir to talk about how maslansky + partners invented language strategy, they discuss why certain messages resonate (and don't), and they also share some of their favorite Language Strategy wins: from Starbucks VIA® Instant Coffee to variable annuities.

Season One of HearSay ends with a bang: the smartest, savviest, + stupidest messages of 2021 so far. Michael and Lee are joined by HearSay veterans Keith and Katie to give their takes on the messages that have stood out: from Voltswagen, to Harry and Megan's Oprah interview (and the royal response), to President Biden's infrastructure plan, and the true pronunciation of "cheugy." They focus in not just on some of the biggest language moments of the year so far — but what we can all learn from them.

With everyone telling their sustainability story, are you cutting through the crowd? Have you found one bold idea to center your communications around? It used to be that sustainability experts evaluated how companies were performing in this area. But now, customers and employees alike are paying attention. The old language of sustainability doesn't work now. This week on HearSay, Michael and Lee welcome back podcast alumni Will Howard and Sachi Pettit to talk about all things sustainability, including how to respond appropriately to your critics, examples of successful corporate sustainability communication frameworks (from programs/products like Starbucks' Shared Planet, Unilever's Sustainable Living Plan, and Adidas' Ocean Shoe), and how to depoliticize your sustainability language.

Which audience is most important for your business? Many say it's clients or customers. But often the most overlooked and valuable audience is your employees. Whether it's communicating about the post-COVID return, your mission and values, or your new offerings, how you engage your employees is critical to your business success. This week on HearSay, Michael and Lee welcome Larry Moscow and Katie Cronen to talk about all of that and more, including why some words like "agile," efficient," "innovative" and "transformational" might not be effective and what language you should use instead.

So much is written about how important purpose is to a business especially now. But what is purpose? How do you become a purpose driven organization rather than just a company with a purpose statement? Podcast alumni Katie Cronen and Sachi Pettit join Michael and Lee to talk about identifying scalable stories, getting your purpose in front of the right people, and the value of a master narrative. They use poignant examples from companies like Toyota, Airbnb, Google, and Hershey to help you find the symbols that bring your company's story to life.

What's the difference between a glass half full and a glass half empty? A school with the most graduates and a school with the largest alumni network? Plant-based protein and synthetic meat? In this week's edition of HearSay, Michael and Lee are joined by colleagues Will Howard and Katie Cronen to talk about framing -- the heart and soul of m+p's language expertise. Join us for some of our favorite framing examples and why it's an important exercise for companies.