HOW TO REACH YOUR AUDIENCE The Easy Way
YOU ARE ALREADY A GREAT COMMUNICATOR • Union Activist • Parent/Family Member • Sports/Music Enthusiast • Church/Synagogue • Community Activist • Concerned Citizen
You ALREADY Know Your Audience • Your Family • Your Community • Political/Community Leaders • Local Celebrities • News Media • Your Fellow Union Members • Your Agency • Other Agencies
EASY DOES IT • Determine Your Goal • Make Your Goal Universal • Develop a One-Page Plan • Develop a two-sentence (or less) Message • Get Your Message or Idea to Your Audience • Bring More People into Your Sphere of INFLUENCE!!
Keep Your Message Simple • Limit your message to one issue • Make it a “sales pitch” • Create a message that appeals to the majority • Don’t preach to the choir • Don’t over think/Use background materials • Make a message that anyone you just met would understand easily
Your “Easy Button”Plan • Who are You Meeting/ Trying To Reach ? • What is Your Goal? • What Does The Other Person (Persons) Want ? • Is There a Time Element Involved? • Can You Reach a Joint Resolution OR • Do You Have to “Sale” the Issue?
Selling The Issue : The Drama Factor • What Makes This Issue Compelling, Exciting Enough for Your Audience to Care? • What Your Audience Can Do to Support the Issue or Help Get the Message Out? • Convey a Sense of Timeliness and Urgency?
TACTICS To Reach Your Audience • In-person “One on One” Communication • Telephone • Lunch/Breakfast Meeting • Press Release/Flyer/Pamplet • Newsletter/Advertisements • Internet • Stage an Event/Protest
Event Planning: The News Conference • Brainstorm!! Determine What Message/Idea Will Draw Reporters to Your Event (The Drama Factor) • Put Together Your EBP • Include a Timeline • Get a Committee • Create a Media List • Set the Time That Will Get the Most Reporters to Your Event • Send out a “Save the Date” Card for Internal Audience • Logistics • Determine Speakers/Refreshments/Rainy Day Plan • Keep It Simple!!
Press Release or Media Alert??? • You Don’t Have to Do Both • But Both Should Include An Element of…
Your Press Release • One Page • Catchy Headline • Convey a Sense of Urgency • Tell the Story in the First Paragraph • Emphasize Your Credentials/Why Are You Telling This Story • Use Quotes From Credible Sources
Your Media Alert • The Drama Factor • The Catchy Headline • Where, When, Who, Why • Contact Information – After Hours • Link to your web site or AFGE web site for Additional Information
KEEP IT SIMPLE • Get HELP!! • AFGE Communications Department • Public Relations Expert in Your Town/City • College/University PR Department • The AFGE Web Site • Aboutpublicrelations.com • International Labor Communications Assn.
Additional Tools/Tactics • Local newsmakers and opinion leaders • Presidents of local third party groups eg. NAACP/Fraternities/Sororities/Church/Synagoge • Your Central Labor Council • Speaking engagements at universities/colleges • The Internet