Messages and methods of delivery

Sheila AshMSA-Nigeria, February, 2013

The one-minute message

The main elements of your advocacy message should be:• a statement of the problem. Why you are lobbying• evidence – include statistics, comparisons, etc• an example – give a human face to the problem• the benefits of action and the impact of doing nothing• a call to action - demonstrate a clear solution, and say

what action you are asking from your audience (the ‘ask’)

Revise as you learn more about your policy issue and what appeals to your target audiences

Essential Elements

What you want to achieve Why you want to achieve it (and why others

should want to achieve it as well) How you propose to achieve it What specific action you want the audience

to takeYour time will be limited

Be prepared . Don’t improvise.

KISS

Keep it short and simple

Be direct, straightforward and memorable Your job is to translate complex policy

messages into simple and emotive ones. Have recognisable sound bites, if possible in

the campaign name/slogan

Adding impact to messages

A strong, clear message Stress its urgency, tie it to urgent political and social

concerns Repeat your message - through a variety of

channels and messengers Be creative – use humour, metaphors, popular

expressions, etc ‘one picture is worth a thousand words’ Make it memorable

Reinforcing your message

Do not just send your message once If no positive response, then reinforce message Re-send the message but in a new way Do not bombard your target Ask others to write along the same lines Bring in new information or angles, referring back

to your original communication If you agreed to follow up on any aspects, restate

your message when following up

Message content + Manner of delivery Message + the Messenger

Advocacy Methods Position paper or briefing note Lobbying or face to face meetings Presentation Drama Press Releases Media Interview Press conference Social media e.g. Facebook, Twitter etc

Position Paper & Briefing Notes

Briefing Note Written for your allies Provides background on

your advocacy issue Ensures able to ‘sing from

the same song sheet’

Position Paper Written for your target Outlines your position on

the issue Places our arguments in

front of your target

Briefing Note contains

facts, arguments, the ‘ask’ and messages the main aspects of your strategy, including

any relevant policies and ways of working, your objectives, and agreed tactics

‘soundbites’ that can be repeated other aspects that will be helpful to allies,

such as which demands are non-negotiable frequently asked questions (FAQs) and

guidance on handling any difficult issues

Position Paper contains starts with a brief summary (including your ‘ask’) of the

problem• define your policy issue within the current policy framework

contains brief information on your organisation/ coalition, its membership, and its mission

outline the policy alternatives – the possible ways in which this issue can be addressed

assess the probable outcomes of these options based on evidence from the current policy framework

give a strong argument why your preferred alternative (policy recommendation) is the best possible policy option

Structure of Position Paper Statement of main recommendation : 1-2 sentences Background : explain why the PP has been written. List laws,

policies which support recommendation Evidence supporting the recommendation – qualitative and

quantitative Your position : logical explanation of how the evidence leads

to the recommendations. Answers to possible questions and objections

Recommendations : specific realistic actions the decision maker can take

Organisation and individuals supporting this position paper Name of organisation, logo, date, contact details, mission

/goals of organisation

Structure of Briefing Note

As per PP, plus Emphasize the important points – bold Suggest strategies, tactics, minimum

demands no to be compromised Include possible questions and suggested

answers Include problematic issues and how to deal

with them

Advice Use language appropriate to your audience Tailor briefing note / position paper to a particular

audience Try tot give full references to research or information

quoted Be brief , be to the point Consult appropriate people for ides when writing Make sure everyone in FAHCI understands the position

taken Check for errors and fix Read it before you send it

Advice

Do not contradict yourself Try not to include the word Advocacy / advocating Don’t include irrelevant information Be clear, don’t waffle Don’t quote people without their permission, don’t

break confidentiality in case studies Minimise use of abbreviations

Letters

Frequently used to make representations to decision-makers (a high politician or official) it is always preferable to write formally

Letters should be brief 1 page and persuasive.

They should contain the main elements of your advocacy message and request the policy-maker to take specific action.

Letters

Use organisational (or coalition) letterhead Be sure to get the name, title, address and other

details correct Ask for a reply – and include specific questions Never use a threatening tone – be courteous Ensure that the letter arrives well before any

vote/decisions Always say ‘thank you’ for any meetings, advice or

action

Advocacy letter contains Proper salutation Leading paragraph - State purpose , deliver message Information about yourself, how you are connected to the issue you are

raising Supporting arguments . Provide evidence that others support your

views. Request for specific action Acknowledgment of your audience. Recognize reader opinion matters.

Thank him/her for taking time to read your letter. Show your appreciation for any past support

Offer to provide additional information or assistance in the future

Presentations Introduce yourself / have someone introduce you Make the connection between yourself and the topic clear Tell the audience what you plan to present Don’t read from a script Say how long you plan to speak – stick to it Arrange when you will take questions Identify your key points right at the beginning. Deliver your advocacy message right away. NOT at the end. Use your best supporting arguments ( max 3) Say what your audience can do to help and how Summarize your main points. Retell the most important thing to

remember Thank your audience for attending

Planning the presentation

Review the key factors• Who is the audience?• What are their interests and levels of knowledge

on topic?• Formal v informal style expectations?• What equipment needed and present?

Writing the presentation

Bullet points v text Beginning, middle , end conclusion Attention catcher – quote, anecdote – make

it real for audience. Support each statement with quotes,

comparisons, examples. Use an added value human interest story

Presentation Delivery

Keep to time Speak loudly, clearly, slowly Pause allow people time to consider key

points Use repetition Make the presentation like a conversation Make good eye contact

Handling Questions

If question is complex, repeat it, rephrase it so you clearly understand it

Reply to the whole audience Think before replying Don’t bluff. Don’t know? Then say so, say

you’ll find out and get back to them

Advantages & Disadvantages

Advantages Helps get message across

to public Profiles your organisation

( and you) Reaches a wide audience

with your key messages for relatively little effort

Disadvantages Can potentially go wrong Interviewee must use

organisation’s views as basis for answers

Unprepared and inexperienced can be caught out by difficult or unrelated questions

Preparation – before the interview

Where , when, how long is the interview? Just you or others being interviewed? Will interview be linked to another story? Why this topic and why me? Will the interview be broadcast live? / When

will interview be aired?

Management Strategies for Africa © 2013

Preparation – about the interviewer

Investigate their audience Which or your targets are amongst their

audience? What information do you need to get across? Interview starts the moment you first speak

with a journalist. No “ off the record”

Management Strategies for Africa © 2013

Preparation – the interview

Agree the subject to be discussed Ask what kind of questions there will be?–

supportive or argumentative? Prepare appropriate information e.g. statistics,

facts, personal support stories. Check info is up to date

List your key messages (3-4 key points for each) Prepare catchy sentences / sound bites to

summarise your message With colleagues prepare draft questions list Prepare answers, practice, practice, practice

During the interview Keep calm and composed The journalist is NOT your target! Your target will be

amongst the listeners You have your facts, you know more than the journalist KISS – keep your answers short, language simple Don’t get sidetracked, stay on topic “I think what your asking me is important but the main issue

is ….” If you need time to think, repeat the question Keep bring journalist back to your message, Repetition gets

the message across.

Radio interviews

Studio manager will show you where to sit and how to work the equipment

Not much time for this, so make sure you understand

Ask for the first question in advance to help you concentrate

You can take in notes – but don’t make a noise ( no rustling of paper on air)

Advice (1)

Practice in advance Show you care but keep excessive emotion under

control Sit still, don’t fidget Look happy, relaxed and not nervous Answer the questions Be respectful and patient If NOT asked relevant questions, add key messages

to the end of one of the more relevant replies

Advice (2)

Don’t bluff - If you don’t know, say so, OR avoid the question. Don’t make statements about things you know nothing about

Stay clam, don’t get angry even if journalist tries to unnerve you. Anger looses your message

Don’t let journalist put words into your mouth