Message Development Communications

Message DevelopmentMessage DevelopmentCommunications

The National Democratic Institute

• Introductions• Ground rules• Ice breaker exercise

INTRODUCTIONS/INTRODUCTIONS/GROUND RULESGROUND RULES

Photo: Amy Hamelin, NDI

MESSAGE DEVELOPMENT MESSAGE DEVELOPMENT OBJECTIVESOBJECTIVES

• Understand the characteristics and importance of effective messages

• Practice developing and delivering a message

TOPICSTOPICS• Message: definition and

importance• Setting goals• Effective messages• Target audience• Development tips and tools• Issues, messengers, and

delivery tools• Staying on message

KEY TERMSKEY TERMS• Message • Other terms?

Photo: Amy Hamelin , NDI

WHAT IS A MESSAGE?WHAT IS A MESSAGE?• Single idea/theme• Your values• What you repeat• What you want people to remember• How you connect with and persuade

people Why am I asking for your support?

WHAT IS NOT A MESSAGE?WHAT IS NOT A MESSAGE?

• Slogans• Ideologies• List of issues/policies• Negative attacks• Saying who you are not

WHAT IS NOT A MESSAGE?WHAT IS NOT A MESSAGE?

WHY DO MESSAGES WHY DO MESSAGES MATTER?MATTER?

• Defines who you are• Sets you apart• Helps control the debate• Builds support• Ensures consistent

communication

WHAT IS YOUR GOAL?WHAT IS YOUR GOAL?

• What are you trying to achieve?

• How will you know if you’ve reached your goal?

DEVELOP YOUR MESSAGEDEVELOP YOUR MESSAGE

• Problem/need• Why care?• What will I

do?• Call to action

Photo: NDI

EXERCISE: EXERCISE: DEVELOP YOUR MESSAGEDEVELOP YOUR MESSAGE

• Problem/need• Why care? • What will I do?• Call to action

CHARACTERISTICS OF AN CHARACTERISTICS OF AN EFFECTIVE MESSAGEEFFECTIVE MESSAGE

• Clear and concise

• Compelling

• Contrasting

• Connected

• Consistently delivered

• Truthful and credible• Uses clear language• Speaks to the heart• Targeted• Repeated

CHARACTERISTICS OF AN CHARACTERISTICS OF AN EFFECTIVE MESSAGEEFFECTIVE MESSAGE

New Democratic Party (NDP)After years of Liberal corruption, it’s time for a change that puts ordinary people first. But the Conservatives want to bring in tax cuts for banks and oil companies, while raising taxes for ordinary people and cutting health care and education. This time, voting for the NDP is the best way to put working families first.

MESSAGE EXAMPLEMESSAGE EXAMPLE

Liberal Party Message Building on the strong foundation of

more than a decade of being in government, the Liberals have been able to promote initiatives that will benefit Canadians from all walks of life. By protecting our environment, promoting fiscal policies that grow our economy and showing leadership on the global stage, the Liberal government is working for the Canada that Canadians want.

MESSAGE EXAMPLEMESSAGE EXAMPLE

MESSAGE PYRAMIDMESSAGE PYRAMID

MESSAGE PYRAMID - MESSAGE PYRAMID - CORRECTEDCORRECTED

TARGET AUDIENCE TARGET AUDIENCE

Choosing the right target audience means aiming for the middle

1111

Neutral/mildly supportive

2222 3333 55554444

Disinterested orMildly interested

Firmly Opposed True Believer

Supporter

Target Audience

“persuadables”

MESSAGE DEVELOPMENT MESSAGE DEVELOPMENT TIPSTIPS

• Reflect shared values• Identify benefits to supporters • Use the right language• Test message

EXERCISE: EXERCISE: DEVELOPING A MESSAGEDEVELOPING A MESSAGE

Photo: NDI

What we say about us         

What we say about them

What they say about themselves

What they say about us  

EXERCISE: MESSAGE BOXEXERCISE: MESSAGE BOX

MESSAGE DEVELOPMENT MESSAGE DEVELOPMENT TOOLSTOOLS

• Use a triangle as a visual aid• Decide on 3 main points• Support points with key words,

phrases, facts

EXAMPLE: MESSAGE EXAMPLE: MESSAGE TRIANGLETRIANGLE

Health Care •It is a right, not luxury; the top concern of every parent.•43 million Americans do not have health insurance. •I learned much of what I know at the side of my 93 year old grandmother’s hospital bed.

Woman•Mothers, sisters, daughters, including young niece Jennifer. •On average women get paid 76% of what men do.•There has never been a woman elected from this district.

Different•Unique, new, uncommon.•Not more of the same.•Offer new perspectives and solutions.

WomaWomann

Health Health CareCare

DifferenDifferentt

DETERMING ISSUE DETERMING ISSUE IMPORTANCE AND IMPORTANCE AND

POSITIONPOSITION• Tying issues to your message • Example: Clinton - “Change or

more of the same?”

EXERCISE: DETERMINING EXERCISE: DETERMINING ISSUE IMPORTANCE AND ISSUE IMPORTANCE AND

POSITIONPOSITION• Issue selection– How important is the issue?– Who has the better position?

IDENTIFYING MESSENGERSIDENTIFYING MESSENGERS

• Use real, relatable people• Use credible people• Trustworthiness and sincerity are

key

IDENTIFYING DELIVERY IDENTIFYING DELIVERY TOOLSTOOLS

• Newspaper columns

• Weekly radio programs

• Individual meetings

• Television ad• Press release• Phone calls

• Door-to-door canvassing

• Newsletter or other mailings

• Campaign posters

• Public forums• Emails/website

• Which delivery tools? • “Medium is the message”• Find your audience where they

already ‘live’

IDENTIFYING DELIVERY IDENTIFYING DELIVERY TOOLSTOOLS

Photo: Amy Hamelin, NDI

STAYING ON MESSAGESTAYING ON MESSAGE

• Practice, practice, practice• Always return to message• Keep it simple• Repeat, repeat, repeat

• Have a brief, simple message• Memorize it• Give it to everyone • Relate ALL issues to message• Answer all questions with

message

STAYING ON MESSAGESTAYING ON MESSAGE

SPEECH OUTLINESPEECH OUTLINE

• Introduction

• Define the problem

• Share your solution

• Call to action

• Conclusion

Photo: NDI

Prepare a 30-60 second speech based on your message

EXERCISE: PRACTICE EXERCISE: PRACTICE SPEECHSPEECH

Photo: Caroline Hubbard, NDI

MESSAGE DEVELOPMENT MESSAGE DEVELOPMENT REVIEWREVIEW

Set goals Identify target audience Develop message Select messengers and delivery

tools Practice and stay “on message”

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Name card with voting instruction

MESSAGE EXAMPLEMESSAGE EXAMPLE

Indonesia – name card

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