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Communications Overview Communications. The National Democratic Institute. Introductions/ Ground rules. Introductions Ground Rules Ice Breaker Exercise. Photo: Amy Hamelin , NDI. Communications Overview Objectives. To develop a basic understanding of key concepts related to communications
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Communications OverviewCommunications The National Democratic Institute
Introductions/Ground rules • Introductions • Ground Rules • Ice Breaker Exercise Photo: Amy Hamelin , NDI
Communications Overview Objectives • To develop a basic understanding of key concepts related to communications • To learn the importance of an effective communications strategy and its main components
Communications Overview Topics • Understanding effective communication and related challenges • Communications strategy • Set a goal • Identify and analyze target audience • Develop and convey a message • Identify messengers and delivery tools
Key Terms • Communication • Message • Other terms? Photo: Shiho Fukada for the New York Times
EFFECTIVE COMMUNICATION Communication is two-way: • Talking • Listening Message Sender Receiver Feedback
REAL LIFE COMMUNICATIONS Noise Message Sender Receiver Feedback
POLITICAL COMMUNICATIONS Message Noise Noise Volunteers Receiver Sender Media Feedback
EXERCISE: Telephone • Stand up and form a circle • One person originates a message • Whisper message to person on your right • Last person in circle repeats it out loud
COMMUNICATIONS STRATEGY • Whatis your main message? • Whyshould people listen? • Whosesupport do you need? • What messages will persuade them? • How and whenwill you reach them? • Who are your best messengers?
COMMUNICATIONS STRATEGY • Define goals • Identify and analyze target audience • Develop message • Identify messengers • Choose delivery tools Photo: Amy Hamelin, NDI
What Is Your Goal? • What are you trying to achieve? • How will you know if you’ve reached your goal?
Who is Your Target Audience? • Whose support do you need to achieve your goal?
TARGET AUDIENCE Choosing the right target audience means aiming for the middle Target Audience Audience Spectrum 1 2 3 4 5 “persuadables” Firmly Opposed Disinterested or Mildly interested Neutral/mildly supportive Supporter True Believer Preaching to the choir or engaging your enemies is often unproductive.
AUDIENCE ANALYSIS • Know what they like, dislike, and think is important • Identify language relevant to your audience
EXAMPLE Bill on study of civicsorreligion in public schools Successful communication: • Why does it matter for parents and kids? Ineffective communication: • Specifics of the courses • How parliament would decide
MESSAGE • Single idea/theme • Your values • What you repeat over and over • What you want people to remember • How you connect with and persuade people Why am I asking for your support?
CHARACTERISTICS OF AN EFFECTIVE MESSAGE • Clear and concise • Compelling • Contrasting • Connected • Consistently delivered
YOUR MESSAGE • Remember the 27-9-3 Rule: • 27 words • 9 seconds • 3 points “I think it’s time for a change: time to support our schools, time to address government corruption, time to bring jobs back to our town.”
MESSAGE CONTENT • Choose words that mean something • Message must have emotional appeal Photo: www.wallpaperswide.com
MESSAGE CONTENT • Don’t teach/lecture • Convey confidence • Tell a story
STAYING ON MESSAGE • Repeat, repeat, repeat • Think before you speak • Reject attacks and loaded questions • It’s okay to: • Pause and collect your thoughts • Say “I don’t know, but…” • Check your notes • Not answer the question
BODY LANGUAGE • Eye contact • Posture/stance • Hand gestures • Smile! Photo: NDI
EXERCISE Create a message that is: • Clear and concise • Compelling • Contrasting • Connected Photo: Amy Hamelin for NDI
WRITING A SPEECH • Write like you speak • Outline form • Avoid technical terms • Structure:
MESSENGERS The right person to deliver the message is as important as the right words.
MESSENGERS • Use real, relatable people • Use credible people • Trustworthiness and sincerity are key
DELIVERY TOOLS • Newspaper columns • Weekly radio programs • Person to person events • Television ad • Press release • Door-to-door canvassing • Newsletter or other mailings • Campaign posters • Public forums • Emails
DELIVERY TOOLS • Which delivery tool? • “Medium is the message” • Find your audience where they already ‘live’ • Workplaces • Communities • Online
PRINT AND ELECTRONIC MEDIA • Newspapers • Magazines • Television • Radio Photo: Sanja Gjenero for rgbstock.com Photo: A. Elwallani for NDI
BENEFITS OF SOCIAL MEDIA • Increase visibility • Promote accountability • Mobilize/engage citizens • Foster policy debate • Network • Increase awareness • Conduct advocacy
COMMON SOCIAL MEDIA SITES • Facebook • Twitter • YouTube • Personal/organization website
GAINING MEDIA ATTENTION • Supply photos, sound clips, video • Appeal to their audiences • Tell a “newsworthy” story • Link to current news
MEDIA BIAS • Gender discrimination and sexism in coverage • Unequal air time
CONCLUSION • Goal setting • Audience identification and analysis • Message content • Public speaking tips • Messengers • Delivery tools • Print and electronic media • Social media • Media bias