In today's environment, we don't spend as much time as we should thinking about communications. I would argue that in this day and age how you say something is as important as what you have to say. Think about it. Television is on in the average household 7 hours a day. The radio is on better than 3 hours a day.
Cell phones are basically an accessory of necessity nowadays.
It is estimated the average adult American sends or receives e-mail 26 times a day. What I want to share with you today is some tremendous research activity that's been developing, for more than 20 years. Its godfather is a Dr. Richard Wirthlin, who cut his teeth as a professor at the University of California Berkley and was asked to join then Governor Ronald Reagan's staff to do some special research projects for him. He subsequently did the polling for Reagan's 1980 presidential campaign, and joined him when he moved into the White House. And, most importantly, he took about 20 years of academic work in values research and put together the cornerstone communications strategy for the 1984 Reagan Presidential re-election campaign.