Move the Message (P)

In this comprehensive but dry guide, Bellaccomo teaches social activists how to craft ""a powerful, positive message that targets those who have the power to make change happen as quickly as possible, and moves those who hear the message to take action and want to move the message, too."" An activist and public speaker who has worked as a communications coach for over 10 years, Bellaccomo argues that it is the minutiae of your argument--how you define it, target it, design it--that makes real world change possible. The power of positive persuasion is at the root of any good activist's campaign, she says: ""STOP or DON'T messages either conjure or emphasize problem images, whereas DO messages work because they help your audience visualize the positive outcome you want."" While her guide is certainly thorough, Bellaccomo tends to discuss her methods in a highly theoretical manner, an approach that may alienate some readers. (The maps, arrows and charts sprinkled throughout the volume don't make for very intriguing visuals, nor do they help her discussion of communication tactics feel any more concrete.) The few examples of real-life activist campaigns that Bellaccomo does include are predominantly taken from the animal rights and environmental movements because, she explains, these messages ""are some of the most challenging to make heard."" Still, in the current, polarized sociopolitical climate, there are several more timely issues that could have helped this guidebook feel more up to date, and less like a textbook. Bellaccomo is at her most engaging when she offers straightforward advice, such as how to target a specific audience, how to reach a more diverse group and how to ""create sharp soundbites."" At these moments, her guide becomes interactive and useful, and moves its message too.