Hi

We can learn a lot from design of things, including communication, built for extreme cases. Be it knives designed for people with arthritis, or communication designed for propaganda.

In communication and influence, leave nothing to chance, not even propaganda. It might be surprising, but even propaganda undergoes rigorous testing and refinement. Understanding this process offers invaluable lessons for agencies in crafting persuasive messages.

An example

Clubhouse. 2022.

For one entire week, I noticed a bunch of rooms debating demerits of milking cattle. This was an attempt at creating controversy. I understood that it was propaganda. Either run by "alternate milk" companies or by some other entity.

It got shut down when veterinarians and diary farmers entered the discussion. They countered with actual data. Data about cattle health, nutritious value of milk, and necessity of milk products in India.

The people creating these rooms, disappeared from the platform after a week.

I don't have a stance on the topic one way or the other.

The design of this "test" piqued my curiosity.

The Testing Process Behind Propaganda

Propaganda isn't created in a vacuum. It's meticulously designed, tested, and optimised to ensure greatest impact. This process involves:

1. Target Audience Analysis: Identifying the beliefs, values, and biases of the intended audience.
2. Message Crafting: Developing narratives that resonate with these beliefs and values.
3. Medium Selection: Choosing the right channels to disseminate the message.
4. Impact Testing: Gauging the effectiveness of the message through focus groups and surveys. (the Clubhouse rooms part of this step.)
5. Refinement: Tweaking the message based on feedback to enhance its influence.

Applying These Principles to Agency Communications

As agency professionals, we can draw lessons from these practices. Propaganda has to be carefully disseminated. It is built for an extreme case of influencing opinions.

1. Understand Your Audience Deeply. Tailor your messages to align with your audience's perspectives and needs.
2. Craft Compelling Narratives. : Your messaging should tell a story that connects your audience. Their emotions first, and then their logic.
3. Choose Your Channels Wisely. : Different messages resonate on different platforms. Choose the one that best suits your message and audience.
4. Test and Learn. : Measure the impact of your communications and adjust based on feedback.
5. Ethical Considerations: Propaganda often has negative connotations. Use the techniques ethically. Always prioritise truth and transparency in your communications.

The science behind propaganda (and Dark Psychology) offers a blueprint for effective communication in the agency world. Remember, the power of a message lies in its content, and how it's crafted and delivered.

Best

Anoop Kurup

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