Communication:The Sharper Message

Why Communicate?

What do you want to accomplish?

What are your main points?

Is this the BEST way to get your message out?

Know What You Want!

Goal

Main Points

Will This Do It?

Communication Goals

Convince public of his innocence

Convince public of his good character

Convince voters of his value as their Congressman

Best Possible Solution?

National primetime television interview

Connie Chung

National entertainment magazine

Main Points

I have cooperated with authorities

I have supported the Levy family

The Sharper Message

Always based on a known goal

Always targeted to a specific audience

Always contains limited number of main points

Be Prepared

Know WHY you’re doing the interview

Know WHAT you want to say

Know HOW you want to say it

THE FIVE Cs

Clear

Concise

Convincing

Correct

Consistent

Clear

Simple language – short words rather than long ones

Active voice – short, punchy phrases and sentences

Use statistics, technical language, attribution sparingly

Simple language

USE, not UTILIZE

MEET WITH, not NETWORK

ISSUE, not PROMULGATE

DISTRIBUTE, not DISSEMINATE

ABOUT, not IN REGARDS TO

FINISH, not FINALIZE

PLAN, not STRATEGIZE

Clear

Simple language – short words rather than long ones

Active voice – short, punchy phrases and sentences

Use statistics, technical language, attribution sparingly

Active Voice

The report was finished by my staff.My staff finished the report.

The findings will be issued next week.We’ll issue the findings next week.

It is recommended that you attendthe session.You should attend the session.

Clear

Simple language – short words rather than long ones

Active voice – short, punchy phrases and sentences

Use statistics, technical language, attribution sparingly

Simple – Not Technical

48.6 percent of homeowners store chemicals improperly.

Nearly half of all homeowners store chemicals improperly.

Environmental tobacco smoke has been linked with several categories of chronic disease, some of which may be fatal.

Second-hand smoke kills.

Concise

Avoid repetition, redundancy, and reiteration

Boil it down!

Repeat after me….

Given the current fiscal environment, the City Council must be prudent, cautious, thoughtful, deliberative, and conservative when making decisions on budget issues.

During these lean economic times, the City Council will be conservative when it comes to spending taxpayer dollars.

Concise

Avoid repetition, redundancy, and reiteration.

Boil it down!

Shorten, Sharpen, Shape

Shorten your presentation

Sharpen your information

Shape your approach

Convincing

Own the message

Believe the message

Sell the message

Mine!! Mine!! Mine!!

Use personal pronouns

Use active voice

Believe!!!

Know your subject

Speak with conviction

Be prepared

Sell, Sell, Sell !!!

Don’t be hesitant

Stick to the points you want to make

Make eye contact

Convincing

Own the message

Believe the message

Sell the message

Correct

The FIVE Cs

Clear

Concise

Convincing

Correct

Consistent

The Consistent Message

Builds credibility

The Consistent Message

Builds credibility

Convinces the skeptical

The Consistent Message

Builds credibility

Convinces the skeptical

Brands your campaign

The Consistent Message

Builds credibility

Convinces the skeptical

Brands your campaign

The Consistent Message

Builds credibility

Convinces the skeptical

Brands your campaign

Globalize, YES!!!

World Trade Organization

World Bank

International Monetary Fund

World Economic Council

G8

The FIVE C’s

Clear

Concise

Convincing

Correct

Consistent

CRISIS COMMUNICATION

Be part of the policy

Plan for the worst

Hope for the best

CNNNovember 6, 2001

Red Cross defends handling of Sept. 11 donations

WASHINGTON (CNN) -- Charities swung into action after the September 11 terrorist attacks, raising more than $1 billion. But questions are being raised about where and how and how much of that money is being distributed. Bearing the brunt Tuesday during a hearing of the House Energy and Commerce Committee's oversight panel was outgoing Red Cross President Dr. Bernadine Healy. The Red Cross has raised more than $564 million for the Liberty Fund, which was set up in response to the attacks on the World Trade Center and the Pentagon. Healy was hammered by one New York official for the Red Cross' decision to put aside nearly half of the money raised fo

CNNNovember 6, 2001

Red Cross defends handling of Sept. 11 donations

WASHINGTON (CNN) -- Charities swung into action after the September 11 terrorist attacks, raising more than $1 billion. But questions are being raised about where and how and how much of that money is being distributed. Bearing the brunt Tuesday during a hearing of the House Energy and Commerce Committee's oversight panel was outgoing Red Cross President Dr. Bernadine Healy. The Red Cross has raised more than $564 million for the Liberty Fund, which was set up in response to the attacks on the World Trade Center and the Pentagon. Healy was hammered by one New York official for the Red Cross' decision to put aside nearly half of the money raised fo

Healy tells Congress the Red Cross "must havethe ability to help the victims of tomorrow."

CNNNovember 14, 2001

Victims will get all Liberty Fund moniesWASHINGTON (CNN) -- Bowing to criticism, the American Red Cross announced Wednesday that "100 percent" of the money raised for its Liberty Fund will go toward victims of the September 11 terrorist attacks.

The Red Cross had been criticized by donors and lawmakers because of its plans to do otherwise.

David McLaughlin, chairman of the board for the American Red Cross, said donors had made it "abundantly clear" that they wanted their money devoted to victims of the terrorist attacks. Wednesday's announcement, he said, amounted to a "course correction."

"With this action, we hope to restore the faith of our donors, the

CNNNovember 14, 2001

Victims will get all Liberty Fund moniesWASHINGTON (CNN) -- Bowing to criticism, the American Red Cross announced Wednesday that "100 percent" of the money raised for its Liberty Fund will go toward victims of the September 11 terrorist attacks.

The Red Cross had been criticized by donors and lawmakers because of its plans to do otherwise.

David McLaughlin, chairman of the board for the American Red Cross, said donors had made it "abundantly clear" that they wanted their money devoted to victims of the terrorist attacks. Wednesday's announcement, he said, amounted to a "course correction."

"With this action, we hope to restore the faith of our donors, the

CNN October 26, 2001

Red Cross chief quits, says she was forced out

WASHINGTON (CNN) -- After a gathering filled with kind words and patriotic songs at which she announced her resignation, Red Cross President Bernadine Healy told reporters Friday she left because "I had no choice." "I think there were some differences of opinion," Healy said, adding: "I think

the board felt I was out ahead of them in some ways." As Healy spoke with reporters, the board chairman arrived and denied the Red Cross chief was asked to leave. David McLaughlin, who joined in the exchange with reporters, said the board "did not ask Dr. Healy to leave."

CNN October 26, 2001

Red Cross chief quits, says she was forced out

WASHINGTON (CNN) -- After a gathering filled with kind words and patriotic songs at which she announced her resignation, Red Cross President Bernadine Healy told reporters Friday she left because "I had no choice." "I think there were some differences of opinion," Healy said, adding: "I think

the board felt I was out ahead of them in some ways." As Healy spoke with reporters, the board chairman arrived and denied the Red Cross chief was asked to leave. David McLaughlin, who joined in the exchange with reporters, said the board "did not ask Dr. Healy to leave."

CNNOctober 30, 2001

Red Cross closes Liberty Fund, names interim headWASHINGTON -- The American Red Cross, under heavy criticism for its handling of fundraising since September 11, announced Tuesday that it is ceasing "active solicitations" of donations to its special Liberty Fund, which had raised over $500 million since the attacks. "Red Cross board members and management believe the Liberty Fund as it now stands will be sufficient to address immediate, near-term and long-range needs relating to the September 11 tragedies as well as necessary public education and terrorism preparedness actions," the organization said in a press release. The Red Cross said it has engaged KPMG to audit the Liberty Fund, "with results to be made public later this year." Red Cross President Dr. Bernadine Healy resigned last week under

CNNOctober 30, 2001

Red Cross closes Liberty Fund, names interim headWASHINGTON -- The American Red Cross, under heavy criticism for its handling of fundraising since September 11, announced Tuesday that it is ceasing "active solicitations" of donations to its special Liberty Fund, which had raised over $500 million since the attacks. "Red Cross board members and management believe the Liberty Fund as it now stands will be sufficient to address immediate, near-term and long-range needs relating to the September 11 tragedies as well as necessary public education and terrorism preparedness actions," the organization said in a press release. The Red Cross said it has engaged KPMG to audit the Liberty Fund, "with results to be made public later this year." Red Cross President Dr. Bernadine Healy resigned last week under

CNNDecember 27, 2001

Former Senate leader tooversee Red Cross fund

Former U.S. Senator George Mitchell will oversee the American Red Cross' controversial Liberty Disaster Fund created after the September 11 terrorist attacks, the organization announced Thursday. "He brings great compassion, experience and leadership to the work we are doing," said David McLaughlin, chairman of theAmerican Red Cross board of governors. "We are confident his strong will, his steady hand, his wisdom will guide the Liberty

CNNDecember 27, 2001

Former Senate leader tooversee Red Cross fund

Former U.S. Senator George Mitchell will oversee the American Red Cross' controversial Liberty Disaster Fund created after the September 11 terrorist attacks, the organization announced Thursday. "He brings great compassion, experience and leadership to the work we are doing," said David McLaughlin, chairman of theAmerican Red Cross board of governors. "We are confident his strong will, his steady hand, his wisdom will guide the Liberty

CRISIS COMMUNICATION

Be part of the policy

Plan for the worst

Hope for the best

Communication:The Sharper Message