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Message Development Communications

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

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Message Development Communications

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  1. Message DevelopmentCommunications The National Democratic Institute

  2. INTRODUCTIONS/ GROUND RULES • Introductions • Ground rules • Ice breaker exercise Photo: Amy Hamelin, NDI

  3. MESSAGE DEVELOPMENT OBJECTIVES • Understand the characteristics and importance of effective messages • Practice developing and delivering a message

  4. TOPICS • Message: definition and importance • Setting goals • Effective messages • Target audience • Development tips and tools • Issues, messengers, and delivery tools • Staying on message

  5. KEY TERMS • Message • Other terms? Photo: Amy Hamelin , NDI

  6. 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?

  7. WHAT IS NOT A MESSAGE? • Slogans • Ideologies • List of issues/policies • Negative attacks • Saying who you are not

  8. WHAT IS NOT A MESSAGE?

  9. WHY DO MESSAGES MATTER? • Defines who you are • Sets you apart • Helps control the debate • Builds support • Ensures consistent communication

  10. WHAT IS YOUR GOAL? • What are you trying to achieve? • How will you know if you’ve reached your goal?

  11. DEVELOP YOUR MESSAGE • Problem/need • Why care? • What will I do? • Call to action Photo: NDI

  12. EXERCISE: DEVELOP YOUR MESSAGE • Problem/need • Why care? • What will I do? • Call to action

  13. CHARACTERISTICS OF AN EFFECTIVE MESSAGE • Clear and concise • Compelling • Contrasting • Connected • Consistently delivered

  14. CHARACTERISTICS OF AN EFFECTIVE MESSAGE • Truthful and credible • Uses clear language • Speaks to the heart • Targeted • Repeated

  15. MESSAGE EXAMPLE 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.

  16. MESSAGE 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.

  17. MESSAGE PYRAMID

  18. MESSAGE PYRAMID - CORRECTED

  19. TARGET AUDIENCE Choosing the right target audience means aiming for the middle Target Audience Audience Spectrum 1 2 3 5 4 “persuadables” Firmly Opposed Disinterested or Mildly interested Supporter Neutral/mildly supportive True Believer

  20. MESSAGE DEVELOPMENT TIPS • Reflect shared values • Identify benefits to supporters • Use the right language • Test message

  21. EXERCISE: DEVELOPING A MESSAGE Photo: NDI

  22. EXERCISE: MESSAGE BOX

  23. MESSAGE DEVELOPMENT TOOLS • Use a triangle as a visual aid • Decide on 3 main points • Support points with key words, phrases, facts

  24. EXAMPLE: MESSAGE TRIANGLE 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. Health Care Different Woman

  25. DETERMING ISSUE IMPORTANCE AND POSITION • Tying issues to your message • Example: Clinton - “Change or more of the same?”

  26. EXERCISE: DETERMINING ISSUE IMPORTANCE AND POSITION • Issue selection • How important is the issue? • Who has the better position?

  27. IDENTIFYING MESSENGERS • Use real, relatable people • Use credible people • Trustworthiness and sincerity are key

  28. IDENTIFYING DELIVERY TOOLS • 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

  29. IDENTIFYING DELIVERY TOOLS • Which delivery tools? • “Medium is the message” • Find your audience where they already ‘live’ Photo: Amy Hamelin, NDI

  30. STAYING ON MESSAGE • Practice, practice, practice • Always return to message • Keep it simple • Repeat, repeat, repeat

  31. STAYING ON MESSAGE • Have a brief, simple message • Memorize it • Give it to everyone • Relate ALL issues to message • Answer all questions with message

  32. SPEECH OUTLINE • Introduction • Define the problem • Share your solution • Call to action • Conclusion Photo: NDI

  33. EXERCISE: PRACTICE SPEECH Prepare a 30-60 second speech based on your message Photo: Caroline Hubbard, NDI

  34. MESSAGE DEVELOPMENT REVIEW • Set goals • Identify target audience • Develop message • Select messengers and delivery tools • Practice and stay “on message”

  35. MESSAGE EXAMPLE

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  40. MESSAGE EXAMPLE

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  45. MESSAGE EXAMPLE Name card with voting instruction

  46. MESSAGE EXAMPLE Indonesia – name card

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