Make sure your messaging hierarchy includes (and even prioritizes) visuals, headlines and calls to action.
The bigger message the G.O.P. hierarchy will take from this is that the Party's central argument, which is that government is the real problem, still resonates with the electorate.
Otpor's founding principles were straightforward, refined by the failure of earlier agitation: remove Milosevic because otherwise nothing will change; spread resistance to the provinces; galvanize a cowed population by providing examples of individual bravery; be hip, funny where possible, in order to create a contemporary message; avoid a hierarchy because the regime will co-opt any leader.
They cascade the message down the hierarchy, and little to nothing changes.
This thread starts with a content strategy that considers your target, the message and its hierarchy, and adopts an appropriate tone and voice.
As a message passes through a hierarchy, rebounding from the prejudices, anxieties, and vested interests of each receiver, it can become unrecognizable to its originator.
"We must ask ourselves what we can do to repair as much as possible the injustice that has occurred," the pope said in a pointed Christmas message to the Vatican hierarchy.
Formally or informally, whoever you spoke to, at whatever level of the political and economic hierarchy, the message from Germany was always clear: Berlin wants the UK to remain in the European Union and will do its utmost to prevent its departure.
Antonio Conte denied that his team sheet was intended as any kind of message to the Chelsea hierarchy after a lineup stocked with kids on the bench and a 20-year-old making his first start lost to Burnley on the opening day of their title defence.
Flying out of this airfield, the F-111s could destroy "vital centres in Java"; just as importantly for deterrence purposes, Hancock contended, enhancing the base's capability would send a clear message to Indonesia's hierarchy.
