Welcome! We will be starting the training session shortly.

1. 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.

2. Communications, Media & Messaging Tuesday, July 24, 2012 Presented by Shuya Ohno

3. CandidateProject.org/academy

4. 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.

5. Live Tweeting is Encouraged! • Hashtag: #CPTA • @shuyaohno @CandidateProj || @NewOrganizing

6. Developing Your Message • Staying 'On Message' • Media Basics • Press Advisories, Press Releases, and more • Social Media – to infinity and beyond! AGENDA:

7. TECHNICALDIFFICULTIES? Visit www.CandidateProject.org/help

8. Developing Your Campaign Message

9. 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

10. Tools of Messaging

11. Message Box • 27 - 9 - 3 • S W O T Analysis • Repetition, Repetition, Repetition Tools of Messaging

12. 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

13. 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

14. 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

15. 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

16. Strengths • Weaknesses • Opportunities • Threats S W O T Analysis

17. 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)

18. Message Principles

19. 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

20. Staying 'On Message'

21. 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'

22. Media Basics

23. 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

24. Sample Advisory:

25. 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

26. Before the Event: Plan • Venue • Timing • Message • Media Outreach • Follow-up Plan • Always have a Media Kit! Media Basics: News Conferences & Media Events

27. Social Media – to Infinity and Beyond!

28. Social Media Favorites • Twitter • Facebook • Google+

29. 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

30. How many people are on Facebook? • Difference between ‘likes’ & how to drive traffic • Example: • Campaign Outreach • Don’t waste your time

31. 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

32. QUESTIONS? CandidateProject.org/academy