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Message Development Communications. The National Democratic Institute. INTRODUCTIONS/ GROUND RULES. Introductions Ground rules Ice breaker exercise. Photo: Amy Hamelin, NDI. MESSAGE DEVELOPMENT OBJECTIVES. Understand the characteristics and importance of effective messages - PowerPoint PPT Presentation
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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”
MESSAGE EXAMPLEMESSAGE EXAMPLE
MESSAGE EXAMPLEMESSAGE EXAMPLE
MESSAGE EXAMPLEMESSAGE EXAMPLE
MESSAGE EXAMPLEMESSAGE EXAMPLE
MESSAGE EXAMPLEMESSAGE EXAMPLE
MESSAGE EXAMPLEMESSAGE EXAMPLE
MESSAGE EXAMPLEMESSAGE EXAMPLE
MESSAGE EXAMPLEMESSAGE EXAMPLE
MESSAGE EXAMPLEMESSAGE EXAMPLE
MESSAGE EXAMPLEMESSAGE EXAMPLE
Name card with voting instruction
MESSAGE EXAMPLEMESSAGE EXAMPLE
Indonesia – name card
MESSAGE EXAMPLEMESSAGE EXAMPLE