“What did I just say?”Getting your message right

Marsha KellyMSK Ventures, Inc.November, 2013

What we’ll cover• Setting your objectives

• Developing your messages

• Being an effective source

• Getting your message out• Traditional media• Online and social media

• Knowing your audience

• Live interviews

Setting your objectivesIncrease traffic to website (why?)

Promote a special event?

Mobilize support/opposition to legislation?

Establish yourself as expert?

Provide public information/education?

Respond to negative coverage?

Developing your message

Messaging is everything

What is the most important thing your audience should know about you?

What is the most important thing your audience should know about your opponents?

Why should your audience care about your message? What’s in it for them?

What do you want your audience to do?

Key messages should…Position yourself

“Here’s who we are.”

Reposition opponents (when applicable)“Here’s who they are.”

Engage audience“Here’s why this matters to you.”

Encourage action“Here’s what you can do.”

Examples of key messages

Position yourself“Our work benefits both humans and

animals.”“We provide high-quality humane care

based on sound veterinary science.”“We have tough regulations to ensure

proper animal care--and we enforce them.”

“Providing the best care benefits us as well as the animals we raise.”

Examples of key messages

Reposition your opponents (when applicable)“Animal rights groups are about ideology,

not animal welfare.”“The HSUS doesn’t provide direct services

to animals, so they can’t be considered qualified on animal care issues.”

“The animal rights agenda is too extreme for most Americans to buy.”

“Animal rights groups want to end American agriculture and the farm way of life.”

Examples of key messages

Engage your audience (why should they care?)“If animal rights groups have their way, you

won’t be able to own a pet.”“Your right to eat hamburger or wear leather

will be history if these extremists have their way.”

“If you enjoy visiting the zoo or taking your kids to the circus, this is important to you.”

“This legislation could deny you the right to take your kids fishing next summer.”

Examples of key messages

Encourage action“If you value your right to own a pet, vote NO

on this referendum.”

“Please urge your legislator to vote NO on this bill.”

“Please visit our website for more information on this issue.”

“Please like our Facebook page to show your support for responsible animal legislation.”

“Please retweet to show your support for responsible animal ownership.”

Being an effective source

The pyramid trickThink in pyramids—get to the point!!

KEY MESSAGE

SUPPORTINGEVIDENCE, EXAMPLES, STATISTICS,

3RD PARTY VERIFICATION

Before any interviewCheck out reporter’s previous workFind out story angle, news hookDetermine 2-3 key messagesDetermine medium/audienceSet ground rulesAnticipate questions, rehearse answersGather necessary factsAllow ample prep time

During any interviewUse short message statements (10 sec

sound bites)Be friendly and conversationalRepeat YOUR messages, not opponents’Avoid defenseDon’t know? Say so.Use bridging to return to key messagesNEVER EVER: “off-the-record” and “no

comment”

Getting your message out

Measuring news valueIs it new/unusual?

Relevance, timeliness (news hook)

How many people are affected?Who should care? (proximity)

How are they affected?Why should they care? (human

interest)

Traditional media todayNewsroom staff down by 30% from

2007 (print and broadcast)

166 print dailies closed down since 2008

Live TV coverage down 30% from 2007; taped interviews up 31%

TV news stories getting shorter:1998: 31% more than :60, 42%

under :302012: 20% more than :60, 50%

under :30

Average stand-up: 88 seconds.

Source: Pew Research Journalism Project

What that means for us…

More competition for coverage

Fewer reporters, resources to cover stories on location

More interviews taped in advance

Shorter stories, less content

News value, message focus more critical than ever

Getting TV coverageVISUALS are the key to getting

coverage

Email media event advisory: who, what, when, where, why

Follow-up by phone to gauge interest, status

Have realistic expectations

Getting print coverage

Tool Purpose

News release400 words

Publicize newsworthy information

Letter to Editor(250-500 words)

Respond to letter or coverage (brief)

Guest Commentary(500-750 words)

Comment on current issue (longer)

Getting print coverageEstablish relationships with reporters and/or

editors

Use email to submit news releases, commentaries (content embedded in body, no attachments)

Letters can be emailed or sent via webforms (keep dated copy for your files)

Follow-up by email and/or phone to learn status

Respect deadlines, length limits

Getting radio coverageInventory talk shows in local market

Email producers asking to appear as guest

Explain why your message is interesting, timely, topical

Be prepared for call-ins—even whackos!!

Provide follow-up info for interested listeners—website, FB page

Online and social media

Websites—644 million now active

Blogs—42 million blogs, 329 million readers

Facebook—1 billion active usersTwitter—200 million active usersYouTube—1 billion users, 6

billion hours of video

Source: Various

The role of social media

YOURWEBSITE

Why use social media?Drive visitors to your website

Build supporter community

Share useful information (links)

Facilitate reputation management

Respond to breaking news

Move up in search engine results

Knowing your audience

Understanding audience demographics

Who’s watching/listening/reading?

What will move them?GenderAgeRace/ethnicityIncomeEducation

InterestsReligion/politicsSexual

orientationGeographyKnowledge

level

SummaryKnow your topic

Know your objective

Know your message(s)

Know your media

Know your audience

Know it all? You’re ready to go!