Crafting Your Message: Being a Good Spokesperson - PowerPoint PPT Presentation

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Crafting Your Message: Being a Good Spokesperson

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  1. Crafting Your Message: Being a Good Spokesperson Janine MacLachlan, director, ADA Council on Communications

  2. Today: An Overview • How people receive messages • How to create powerful messages • Practice = courage + confidence

  3. How Audiences Perceive Messages

  4. People Retain Three Messages If you talk about everything, you are remembered for nothing Always begin with your own goals Add photo or graphic depicting this somehow

  5. Proper Prep: Do Your Research • Know the nature of the interview or discussion • Obtain questions in advance where possible • Determine your agenda

  6. Three Ps of Message Development • Prepare • Know your goals for the interview • Conduct research • Develop 3 key messages • Practice • Messages and body language

  7. Three Ps of Message Development • Perform • Engage your audience • Use visuals and props

  8. How to Create Key Messages • Mind map • Fill a page with everything you might want to cover • Prioritize • What will resonate? • How to make it emotional? • Identify 3 key messages • Support each key message with 2-3 points

  9. KISS – Keep It Super Simple • Headline • One engaging sentence • Prove it • Facts, data • Visualize it • Stories • Bottom line it • Rephrase the headline

  10. Mind map exercise

  11. ABCs of Q & A A: Answer the question B: Bridge to your message C: Conclude on positive note that drives your agenda

  12. Bridging to Your Message • In fact… • Let me put this in perspective… • What you need to remember is…

  13. A few don’ts • Don’t speculate: • Don’t answer hypothetical questions • Don’t comment on investigations or court cases • Don’t make up answers • “I don’t know. But what I do know is…” • “Let me get back to you with that information.”

  14. A few don’ts • Don’t feel compelled to fill the silence • Don’t offer opinion that differs from your organization’s position • Better ways to say “No comment”

  15. Your turn • Break into teams • Review your burning topic • Create three key messages • Plus two supporting points for each • Tell your story