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Welcome! We will be starting the training session shortly. If you are experiencing technical difficulties, please visit www.CandidateProject.org/help to read frequently asked webinar tech questions. . Communications, Media & M essaging Tuesday, July 24 , 2012 Presented by Shuya Ohno.

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welcome we will be starting the training session shortly
Welcome!We will be starting the training session shortly.

If you are experiencing technical difficulties, please visit www.CandidateProject.org/help

to read frequently asked webinar tech questions.

slide2

Communications, Media & Messaging

Tuesday, July 24, 2012

Presented by Shuya Ohno

objectives
OBJECTIVES:
  • By the end of this session, you will understand how to develop a communications plan including an effective campaign message, working with the media, different kinds of earned media, how to craft a press release and effective social media strategies.
live tweeting is encouraged
Live Tweeting is Encouraged!
  • Hashtag: #CPTA
  • @shuyaohno

@CandidateProj || @NewOrganizing

agenda
Developing Your Message
  • Staying 'On Message'
  • Media Basics
  • Press Advisories, Press Releases, and more
  • Social Media – to infinity and beyond!
AGENDA:
technical difficulties
TECHNICALDIFFICULTIES?

Visit www.CandidateProject.org/help

slide8

Developing Your

Campaign Message

developing your campaign message

You are not normal. You are not the target for your message

  • Telling a Story - not giving a Lecture (6 mins max)
  • Emotion before Facts - Drew Westen's The Political Brain
  • Key Q's - Why are you Running? Why are you a progressive?
  • Conviction - Speak from your heart, think with your head.
Developing Your Campaign Message
tools of messaging

Message Box

  • 27 - 9 - 3
  • S W O T Analysis
  • Repetition, Repetition, Repetition
Tools of Messaging
message box

US

Them

What they say about

US

What we say about

OURSELVES

Message Box

US

What they say about

THEMSELVES

What we say about

THEM

Them

slide13

Message Box: Gingrich v Romney (FL)

US

Them

What they say about

US

- Experience, Intelligence

- True Conservative

- Can beat 44 (in debate)

- Big Ideas

US

- Business Exp/Success

- Washington Outsider

- True Conservative

- Inevitable Nominee

What we say about

THEM

Them

message box gingrich v romney fl

US

Them

- Corrupt / Washington Insider

- Failure

- Not Conservative (immoral)

- cozy with liberals

- Experience, Intelligence

- True Conservative

- Can beat 44 (in debate)

- Big Ideas

Message Box: Gingrich v Romney (FL)

US

- Business Exp/Success

- Washington Outsider

- True Conservative

- Inevitable Nominee

- Flip Flopping Massachusetts Moderate

- RomneyCare

- Failed candidate

Them

27 words 9 seconds 3 points

Get your 'foot in the door'

  • The average newspaper quote is about 30 words long. The average TV quote is about 10 seconds.
  • No more than 3 points - stay focused and on message

"I think it's time to shake things up: Time to support our schools,

time to clean out City Hall, and time to bring jobs back to Anytown."

27 Words - 9 Seconds - 3 Points
s w o t analysis

Strengths

  • Weaknesses
  • Opportunities
  • Threats
S W O T Analysis
s w o t analysis gingrich fl

Strengths - Smart, Passionate, underdog

  • Weaknesses - Record, Arrogance, funding
  • Opportunities - Debates, Grassroots, Media focus
  • Threats - Arrogance, Media Focus, Santorum/Paul becoming #1 alternative to Romney
S W O T Analysis (Gingrich-FL)
message principles

Always know your purpose/objective (Ask?)

  • 5 C's - Concise, Clear, Consistent, Convincing, Contrastive
  • K I S S
  • Repetition, Repetition, Repetition, and then do it all over again.
Message Principles
staying on message

Repeat the message, repeat the message, stay on message

  • Pivot to deliver your message
  • It's OK to say, "I can't comment on that right now" or "I don't know, but I will get you that answer"
  • Reject unsubstantiated premises, loaded questions, other tabloid BS
  • Don't open your mouth unless you are prepared to deliver message
Staying 'On Message'
media basics the press advisory vs the press release

The Advisory – notice to the media about for a specific event (Debate, Press Conference, etc)

      • Brief document that states the facts of the event (the who, what, when and where), and lists them clearly.
  • Are sent out a few days before an event with “NEWS ADVISORY” clearly marked at the top.
  • Follow up advisories with pitch calls. ALWAYS!
Media Basics: The Press Advisory Vs. The Press Release
media basics pitching your story

Remember – Never Lie to the Press

  • Media Relations & the 4 R’s: Respect, Respect …can you guess the other two?
  • What makes a story Newsworthy? Quick Tip Video?
        • New & Hot
      • Local and Relevant
      • Visual & Quotable
      • Human Interest
  • Pitching 101: Whom to pitch, What to pitch and When to pitch.
Media Basics: Pitching Your Story
media basics news conferences media events

Before the Event: Plan

  • Venue
  • Timing
  • Message
  • Media Outreach
  • Follow-up Plan
  • Always have a Media Kit!
Media Basics: News Conferences & Media Events
social media favorites
Social Media Favorites
  • Twitter
  • Facebook
  • Google+
section title

How many people are on twitter?

  • Most relevant in the political sphere
  • Campaign outreach
  • Example:
  • Difference between an @ and a #
  • Don’t waste your time
SECTION TITLE
slide30

How many people are on Facebook?

  • Difference between ‘likes’ & how to drive traffic
  • Example:
  • Campaign Outreach
  • Don’t waste your time
slide31

Fastest Growing Social Network ever had 20 million users within the month of it’s official launch

  • BUT people only spend an average of 5 minutes on the site
  • Example:
  • Upside:Google hangouts
slide32

QUESTIONS?

CandidateProject.org/academy