Introduction
1. Narrative
2. Messaging
3. Nonverbal Communication
4. Branding
5. Images
6. Framing
7. Social Media
8. Theory
Conclusion
Zach Friend is a policy, public affairs, and communications expert who has worked for Barack Obama and John Kerry's presidential campaigns, the White House Council of Economic Advisers, the U.S. Senate and U.S. House of Representatives and the Democratic National Committee. With Obama for America '08, he was a press secretary and spokesman in the battleground state of Pennsylvania. He's been quoted by MSNBC, Fox News, CNN, ABC, CBS, NPR, the "LA Times, "the" Boston Globe, "and" Politico" and is a blogger for the "Huffington Post "and" Business Insider."
“The great film producer Richard Zanuck once said, 'The most
important thing is the story. . . . Not the script . . . but the
story.' It's the story people remember, the reason they love a
movie. Zach Friend, something of a genius, figured out that's not
just true about our favorite movies. It's true about everything
anyone wants to tell you—or sell you. 'Things go better with Coke'
promises you not just a great-tasting drink but a great meal
experience.' 'Tell me a story, Daddy'—What your kid is really
saying is 'Help me go to sleep in a nice way.' Zanuck was right. So
is Zach Friend.” —Chris Matthews, Host of MSNBC's Hardball
“Whether calling upon his own experience with the 2008 Barack Obama
campaign or mining wonderful nuggets of dialogue from quirky movies
like Best in Show, Zach Friend has written an entertaining and
insightful guide to crafting messages in business, life, and
politics. And as much as I personally chafe as a reporter over
excessive message discipline in politics, I have to admit that in
the real world his advice is dead-on.” —Walter Shapiro, political
columnist, former Washington Bureau Chief for Salon.com
“Zach Friend is so good at creating successful messaging, he
convinced me to read his book on messaging. He is THAT GOOD.” —Lizz
Winstead, Co-creator of The Daily Show with Jon Stewart
“From a police department to the presidency, Zach Friend has been
on the front lines of communications. Zach’s book, On Message, has
something to teach everyone, from experienced leaders to political
newbies.” —Jamal Simmons, political professional and analyst
“On Message is exactly the kind of reminder that we can all use
when telling our stories.” —Heather Stephenson, Co-founder and CEO
of The Old School, former CEO of IdealBite.com
“Today, new streams of information are trained on us like so many
fire hoses. In self-defense we filter most of it out. What
gets through? It’s not data, facts, or slogans. It’s a good
story. In On Message, Zach Friend shows us how great narrative
evokes emotion, spurs engagement, and creates action. Best of
all, Friend practices what he preaches: this book is loaded with
stories from business, politics, and yes, even children’s
literature, to bring his concepts to life in ways we can all relate
to and use.” —Gary Stockman, former CEO of global public relations
firm Porter Novelli
“For giving a behind the scenes insight and the secrets of
successful political campaigns, Zach nails it. He has written
an illustrative and compelling book that is a must read for anyone
who wants the real story. Business leaders, elected officials,
and anyone who wants to be successful in message needs to read this
book.” —Debbie Mesloh, political advisor and corporate executive,
Director of Government and Public Affairs at Gap Inc.
“This book is a road map for success in creating powerful, lasting
messages that will help you stand out in an information-overloaded
world. Use it as a manual for developing winning communications
that really connect with your audience.” —Donnie Fowler, political
TV commentator, National Field Director for Al Gore for President,
former Vice President of TechNet
“On Message has the kind of practical messaging approaches
that newcomers and veterans alike can harness.” —Mike Maser, former
SVP Marketing at AOL, current CEO of FitStar
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