Stay on Message

Paul Ritchie

The spin doctor's guide to effective and authentic communication

Stay on Message reveals the simple yet powerful tools that will allow you to communicate effectively and authentically in a world with unlimited media possibilities.

Every day, these tools are used to influence and impact the coverage of events all around the world. Yet for the most part, the principles of context, narrative, framing and the media cycle are hidden from the very people they are seeking to influence.

Paul Ritchie draws from his experience working with organisations such as the National Rugby League, the Australian Olympic Committee and national political leaders to detail how you, too, can use these principles to communicate your message.

Stay on Message details:
• What actually drives the news cycle
• How to frame a message and create a personal narrative
• How to actively promote or explain your message
• The most common mistakes made by people in a crisis
• What the rise of the citizen journalist means for organisations
• Why the rise of Facebook and Google will make spin doctors even more influential than ever before.

Stay on Message explains how you can use the secrets of modern spin doctors to be a more effective and authentic communicator at home, in the workplace and in the community.

 

ABOUT THE AUTHOR

Paul Ritchie, currently Press Secretary for the Federal Leader of the Opposition, has advised Australia’s largest institutions and political leaders on how to communicate their message for over 20 years. His work has provided him with unique insights into how organisations and political leaders position themselves in the media, how they develop narratives about what they do and how they behave when faced with a crisis.

Paul has completed postgraduate study at Harvard University and the Australian Graduate School of Management. At Harvard, Paul studied the role of personal narrative, the rise of social media and the principles of adaptive organisational leadership. Paul and his young family live on Sydney’s Northern Beaches.