05 LACK OF CLARITY & e CONTINUE/ CONSISTENCY DO MORE OF Clarity and consistency increase perceived u accuracy of messages and therefore brand reputation and validation Language to Continue & Expand n Provide examples of STEM’s ‘soft skill’/durable i 06 benefits t Incentivize EcosySTEM to uncover stories of LACK OF EMOTION Idahoans using STEM in their careers and lives CONNECTION n Feature successful STEM teachers Emotional connections to your target audience lead to increased outcomes Encourage EcosySTEM partners to share regional o success for story development c 07 NEGATIVISM & IRRELEVANCY STOP There is little place for negative and irrelevant Language to Discontinue information in successful messages Leading most copy with STEM term definition in first sentence 08 Referencing STEMAC’s government relationship in LACKING A HUMAN-TO- core messaging HUMAN CONNECTION Using fear, pain, ‘lack of' orientation in messaging Put B2B and B2C aside, and communicate first and foremost from an H2H Using long, detailed hyper-explanative literal perspective language Focusing language on what STEMAC and educators know as insiders (instead of language that 09 laypersons understand) p FORGETTING THE Leading content with talk of jobs, workforce, MOTIVATORS OF THE careers, economy o TARGET AUDIENCE Assuming companies will act on their own without What motivates the target audience is t structure, incentives, or rewards core to the success of your messages s VOLUME PR & ENGAGEMENT SCIENCE LAB | 2 3 FOR IDAHO STEM ACTION CENTER