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It’s easy to fall into the assumption trap: assuming the right message is always about outcomes. In the case of research conducted about organizations dealing with the prevention and countering of violent extremism, promoting outcomes didn’t produce the intended effect — in fact, it could actually produce unintended negative results. Building trust with key stakeholders required a different approach. It takes a professional communicator to conduct the stakeholder analysis that will surface this kind of information, but many organizations continue to believe they can handle communications without professional assistance.

The next monthly, long-form episode of FIR will drop on Monday, March 21, 2022.

We host a Communicators Zoom Chat each Thursday at 1 p.m. ET. For credentials needed to participate, contact Shel or Neville directly or request the credentials in our Facebook group or send an email to fircomments@gmail.com.

Special thanks to Jay Moonah for the opening and closing music.

You can find the stories from which Shel’s FIR content is selected at Shel’s Link Blog. Neville’s link blog, Outbox, is available, as well.

Links from this episode:

• The Importance of Public Relations in Preventing and Countering Violent Extremism

About Shel Holtz

Shel Holtz, ABC (Accredited Business Communicator), is director of Internal Communications at Webcor, a commercial general contractor headquartered in San Francisco. Before joining Webcor, Shel spent 21 years as principal of Holtz Communication + Technology. In addition to integrating technology into communications strategies, his expertise includes strategic communications planning, change management, organizational culture, business initiatives and communications research. Full bio

About Neville Hobson

Neville Hobson is a communicator, social strategist, consultant, digital change agent, writer, and podcaster. He is co-founder and co-host of the 'For Immediate Release' podcast. Since 2000, his career has focused on working with organisations globally to help them leverage his experiences, knowledge and subject-matter expertise of social networks, social media marketing, analytics and insights reporting, to create and build foundations for authentic engagement and to expand online reach and influence. Full bio