Upload
skappalman
View
2.908
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Citation preview
Message and Media Training: How to build a message and stick to itPublic Relations Workshop
Topics for this afternoon
Message and Audience
Building Relationships with the Media
Tools of the Trade
Learning to Talk to the Media
Building a Message
Who’s Listening?Determining your audience is one of the most important steps to successfully delivering your message
Who are you trying to persuade?
•External Audience = parents, elected officials, policymakers, news media, business and community leaders, ordinary citizens/taxpayers, senior citizens w/o kids.
•Internal Audience = members, teachers, ESPs, prospective members, association leadership, allies, and “friends.”
PRO PERSUADABLE CON
The question isn’t so much about what you want to say to them…
rather, ask what do you want them to do? What do you want them to believe?
What’s Important?
Values Map
•Use Language to Speak to “Me” and “My Own.”
•Be specific and use examples
•For example:•If parents, talk about “your child”
•If voters, talk about “your schools”
•If legislators, talk about “your voters”
•If prospective members, talk about “your benefits” or “your working conditions”
“Me” (in the middle)
“Mine” (next ring)
“Ours” (society/outside)
The closer you are to “me” the closer you are to relevant.
External vs Internal Messages
External Audience = parents, elected officials, policymakers, news media, business and community leaders, ordinary citizens/taxpayers, senior citizens w/o kids.
Internal Audience = members, teachers, ESPs, prospective members, association leadership, allies, and “friends.”
7
Just a catchy slogan, jingle, or tagline.
“Dumbing down” an issue to reach an audience.
A “magic bullet” solution.
A script.
A “shot in the dark.”
What a message isn’t...
8
Represent your values
Speak to people in their language
Connect your vision and values, with those of your audience.
Be positive, not negative
Built on GOOD WORDS
Research based
Your message should:
9
The one, two or three ways we want to talk about an issue.
It reflects our values and our priorities.
It makes a point and is true and believable.
Resonates with the target audience.
What is a “message” and what does a message do?
We must provide teachers and
education support professionals with
resources and tools to get the job done.
We need to create enthusiasm in
school and engage students.
Shared responsibility and mutual respect will together produce results that will help students succeed in the future.
The world is changing andwe have to change too.
Great Public Schools Are A
Basic Right For Every Child.
“Change”
“Tools and Resources”
“Engage Students”
“3 More Rs”
11
How Do I Use the Message?
Make it your own.
The message box is the framework for your message.
The build out of the box is yours.
No matter what the topic or issue, you can use the message box to “frame” it.
Remember: the concepts attached to each of the four sides of the box are what tested highest.
When do I use the message?
Use it all the time. In all of your communication.
Get buy-in from the folks that matter; message leadership from the top.
Reinforce 24/7/365. Anytime, anywhere is a good time to “message.”
Reject, recall, replace any “off message” communication.
Review all collateral and Web site.
Keep current and keep revising.
Where do I use the message?
Media interviews
Press Releases
Talking Points
Networking and Social Gatherings
Meet and Greets
Collateral
Email Signature
Voicemail message
PowerPoint Presentations
Videos
Ads
Membership calls
Wallet cards
Website
Speeches
Conferences/Conventions
Tips for staying “on message.”
Have a brief, simple message.
Give it to everyone to help spread the cause.
Memorize it; use tools (box, triangle, talking points) that work for you.
Frame all issues by using the core message.
Love your message box!
Message Discipline
Keep your message simple and repeat it often
If you’re not sick of your message, you’re not saying it enough
STAY on message
Thank and spank