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HR Communication: It’s Time to Rally

HR Communication: It’s Time to Rally

by Frank Roche on April 6, 2009

in Communication

I saw this General Motors ad last night during the baseball game. I love ads, but this one really got me. The ad, called Total Confidence, uses the tagline, “It’s time to rally” and shows images of heartland Americans wearing rally caps. I love it.

Here’s what’s so great about this ad: It goes right at its audience. A rally cap is something teams wear in baseball when they are behind but surging to win. (For our non-U.S. readers, a rally cap is a hat worn inside-out.) They ran the ad during a baseball game. They appealed to pride. And they did it with emotion.

If you want to really get through to your people with your HR communication, there’s a lesson there: Know who they are. Appeal to emotion. And if you’re down, there’s nothing wrong with saying you’re going to rally to win.

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