Enabling a conversation

through texts and pictures

Roger Aeschbacher
This is a commented version of a talk
given by Roger Aeschbacher at the
BioValley Stammtisch on Feb 16th. 2009

Roger Aeschbacher
Do you ride the train?

Multiple colours, forms, text styles compete for attention.

This user interface is very confusing.
Do you drive a car?

Dispersed colours, pictures, forms, texts compete for

attention. Grasping the information is demanding.
A bus driver crashed into the tram!

Accidents may occur if drivers are confused by such

poorly designed traffic signs.
The challenge with pictures

 Pictures are not decoration. Pictures convey

tons of meanings.
 Pictures must and will be interpreted.
 Absence of body language, tonality allows more
room for interpretation.
 Very precise selection of pictures is needed.

Danger to use „generalized“ or „neutral“ images

The challenge with texts

 Texts must and will be interpreted, too.

 Science must be translated.
 Words may have different meanings
 Code words may dominate a whole discussion
and stick.

Danger: Inventing fake words or use more words.

Texts and pictures affect each other

„In a well designed communication instrument,

pictures and texts boost each other to help a
stakeholder understand all our intentions.“
Roger Aeschbacher
Just one example:

Task:
How to communicate that a German company is
happy to serve customers in Switzerland, too?
By using text and including iconic
images eliciting the intended meaning
What to avoid with text and pictures

 The next slides show some examples of

current advertisements
 The pictures are snapshots of posters
displayed at the main train station in Basel
Negative: Text only

 Text states dry facts.

 Power of pictures to elicit
emotions is not used.
 I‘m informed, but what
should I do next?
Negative: Picture is banal

 Text is interesting, but

picture is trivial.
 Picture doesn‘t boost
message of text.
 Emotions not directed
towards the product.
Negative: Text and picture are banal

 Is yellow light?
 Text/Typography is a
picture, too.
 Conflict between typo and
picture.
 Positive social context is
missing.
Negative: Nice picture, nice text

 Seems perfect, but …

doesn‘t really convince.
 Social context is weak.
 Identification is
compromised.
 Text is perfected,
streamlined … but
doesn‘t touch you.
Positive examples
Positive examples

 Reduced to maximum, but very precise.

 Text evokes an image. Image is a text sign.
 Text and picture boost each other.
 Target audience adressed as social beings.
Positive examples

 Reduced to max.
 Text and picture correspond excellently.
 Target group depicted as social beings!
„Simple“ pictures and texts can be
used to define a whole brand

 It appears, as if „trivial“ pictures and „simple“ text

were selected. Yet, elements are selected and
arranged very carefully. Text and picture boost
each other.
Care for the relationship!

 Above all. Caring for the relationship with your customer is

key to enabling conversation.
 Brand invites you to become member of a group.
 Brand offers comfort through real life picture, emotions,
social settings that are authentic
PR in the Life Sciences

Classical challenges
 Multiple audiences
 Some highly informed audiences (e.g.
doctors, Swissmedic, etc.)
 General public may be opinionated
 Science and “non-science” compete
Classical PR was simple

Max Bill:
Ordnung ist Schönheit

 Stakeholders are known, have clear identity

 Dependencies are obvious.
 Interactions between players are well defined
and established. No big surprises in system.
New challenges for Public Affairs

New media change interaction:

 Public uses e.g. Wikipedia, may be well informed
 All kinds of information available
 People organize in virtual social networks
 A person may be member of multiple networks
 Opinions / knowledge spread in social networks
 Every message is global and will stay in archive
Today: Stakeholders are interdependent

 Size, location and identity of

groups is difficult to be
defined at a given moment
 Stakeholders appear “fluid”
 Every disruption affects every
player in the system without
time delay
 Minor disturbances can
Alexander Calder:
Untitled
amplify easily
How does this affect PR work today?

 Distributing information is not enough.

 Communication is an instrument, not the goal.
 Conversation becomes ever more important.
 You cannot avoid entering a conversation with
all your stakeholders anyway.
 Steering the conversation is ever more
important.
What is Conversation after all?

 Originally: Communication while respecting the manners.

 Solution-oriented exchange between stakeholders.
 Caring for stakeholders by pro-actively shaping
the ever more dynamic communication process.
Each communication instrument is a
chance to enable conversation

„Carefully designed communication instruments

help to foster a conversation between stake-
holders.“
Roger Aeschbacher
Leading a conversation through text
and picture

 Tell stories. Stories are remembered.

 Use carefully selected code words.
 Avoid “fake” words. Speak true and authentic.
 Speak simple. Always.
 Invest more in meta-communication. Explaining how
you come to a conclusion / what your opinion is.
 Make your position clear.
 Invest more in the relationship with your stakeholders.
Take home messages
 New media change PR in the Life Sciences.
 Enabling a conversation is key to overcome
major new challenges in public affairs.
 Each communication instrument offers the
chance to steer a conversation.
 Text and pictures must be selected carefully.
 Do a concept for conversation first. Include writers
and designers and media experts right from the start.
Benefit: Strong brand!
 „Thank you for your attention.“

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