VPSA: Value, Problem, Solution, Action
One useful approach to tying these lessons together is to structure communications around Value, Problem, Solution, and Action, meaning that each message contains these four key components:
- Values (why the audience should care, and how they will connect the issue to themselves),
- Problem (framed as a threat to the shared values we have just invoked)
- Solution (stating what you’re for)
- Action (a concrete ask of the audience, to ensure engagement and movement).