Effective Communication

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Message, Audience, Messengers and Tools

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Communication…

What does it mean to you?

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Communication…

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• Communication is a two-way effort

• It is talking AND listening

• Which is easier?

• Both are skills to be learned, although we take each for granted

Communication…

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• How do we know what we want to communicate?

• What do we really want to say?

• What you care about?

• What you want to say, every time you have the opportunity?

• What you want people to remember?

• How you connect with your audience?

• How you move people to your side?

• How you “win”?

Message or 3What & 3How

• Define goals• Define target audience• Develop a Message Statement• Outline Delivery Tools• Prepare for Negative Attacks• Stay “on message”

Communication Planning Steps

What are you trying to achieve?

What is your goal?

Who is Your Target Audience?

• Your Base -- planning to support your project/idea and will not change their minds

• Opponent Base -- planning to support your opponents and will not change their minds

• Persuadable Voters -- currently undecided, and will make up their minds based on successful communication of your message

Types of People

• Your message is the heart of your communications strategy

• Your message is the vision that motivates base and wins persuadable voters

• Your message should:– Represent your values– Speak to people in language that means something in

their everyday lives– Connect your vision with your targeted audience

Developing a Message Statement

9 Elements of an Effective Message

4. Convincing?5. Attractive? 6. Truthful?

7. Important?8. Powerful? 9. Relevant?

1. Clear? 2. Consistent?3. Unique?

• Begin by considering your values– What are the values you are representing?– What are the values you share with base and persuadables?

• Identify direct benefits to supporters (i.e., consumer benefit)– What will people get from this?– How will their lives change in a very real way?

• Complete Message Box exercise• Use the right language for the right audience• Test your message

Developing a Message Statement

Message

Members Money

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Keep Resources Always on Your Mind

1. What issues are important and why?

2. What you plan to do about the issues?

3. Why you’re the best to do it?

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Message Keys

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Message

Making a Message• Posters• Leaflets• Speeches• Media• Door to Door• Newsletters• Public Rallies

One Message

Your Target Voter

Every issue identified can be classified into one of the three following categories:

1. Goal Statements

2. Objective Statements

3. Strategy Statements

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Creating Message

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MESSAGEMaking a MessageWhy issues are important?What do you plan to do about issues?

Goals

Objectives

Strategies

Why is this issue important?What is the value?

What will you accomplish to meet your goals?

How will you achieve your objectives?

Goals, Objectives and Strategies are closely related.

In order to have a full understanding of the important issues that will be part of your message, you need to fill these three categories for all the issues you have identified.

By defining what the goals, objectives and strategies are in your issues, you will be defining the basic building blocks for your message. Outlining issues this way provides you with the answers to the first two questions of a good message:

1. What issues are important and why?2. What you plan to do about the issues?

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CONNECTING

The last question which needs to be answered in your message is: 

3. Why you’re the best to do it? Defining this clearing in your message requires you to think about your party and its campaign in relation to other parties competing for supporters. The best way to do this is to use the “message box”.

The message box allows you to compare the positions of your party with your opposition. It provides you a means for thinking in advance about what you wish to say in your campaign and what your opposition may be saying.

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Why You?

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Why You?

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Making a MessageWhy you’re the best to do it?

You on You

GoalsObjectives

Strategies

Your Opposition

on Themselves

You on Your

Opposition

Your Opposition

on You

What Youwill say?

What Youmay need to Answer

Message Box

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YOU on YOUStrategy and

Goals Strength of our party Values, advantages,

virtue of our candidate Fulfilled promises Achieved goals and

results

YOUR OPPOSITION on

THEMSELVES Strength of their party Values, advantages,

virtue of their candidate

Fulfilled promises Achieved goals and

results

YOU ON YOUR OPPOSITION

Bad results Unrealized promises Affairs Disadvantages of the

candidate

YOUR OPPOSITION on

YOU Bad results Unrealized promises Affairs Disadvantages of the

candidate

YOUR

STAND

NEUTRALIZE

YOUR

STAND

NEUTRALIZE

Message Box

Message Box

Exercise

• Speak to the heart – use language that means something to people

• Give laws & initiatives a life!

• People respond better to positive messages than to negative messages

• Tell people what they need to know in language that has meaning in their everyday life

The Importance of Language

Repetition, Repetition, Repetition Make it relevant Use anecdotes to make key points Use language that lets the audience know you

understand their values Use language that reveals your core values, integrity

and honesty Confront and protect yourself from your negatives

through action, not just words Demonstrate the message through action

How to make sure your message is heard through the noise

Define goalsDefine target audienceDevelop a Message Statement

• Outline Delivery Tools• Prepare for Negative Attacks• Stay “on message”

Communication Planning Steps - RECAP

People: • Me• Other focal points• Journalists? Supporters?

Media:• Newspaper, TV

What else?

What are your delivery tools? Who are your messengers?

• Anticipate Attacks• Run the campaign against yourself and see what

it looks like – determine your vulnerabilities• Plan what you are going to do and/or say to

diffuse opponents

Prepare for negative attacks

Stay on message!!!

Under Attack. . .

• Deny• Admit with explanation• Admit and apologize• Admit, but say the opponent’s option

is worse

4 Ways to Handle Negative Attacks

• Have a brief, simple message statement• Give it to everyone • Memorize it• Talk about ALL issues in light of the message

Techniques for Staying on Message

• Keep your message simple and repeat it often

• If you’re not sick of your message, you’re not saying it enough

Say it Often

• Repetition is the key to persuasion!

Message

• Repetition is the key to persuasion!!

Message

• Repetition is the key to persuasion!!!

Message

• Repetition is the key to persuasion

Message

7 times and people will notice that you are sending a message

24 times and people will know what is your message and that it is related to you

DR. MEHRABIAN’S RULE

93% of what people hear is not what you said, but how you said it:About 55% is the picture you create, facial expressions, what is around you…38% is tone of voice.The last 7% is what you actually said!

Wow! Is that true?

1. Open ‑ Tell them what you are going to tell them 2. Body ‑ Tell them3. Close ‑ Tell them what you told them

Preparing a speech

Tell them what you are going to tell them 

• What is the purpose and the main objective(s)? • Who is my audience and how will I tailor the

presentation to their needs?• How will I establish credibility and grab their attention?

Open

Tell them• How will I organize the body (chronological, topical, etc.)?• What are the main points I want to get across?• What examples or evidence do I have to support my main

points?• How will I transition between my main points?• How will I keep their attention?• What questions do I anticipate they will ask?• What visual aids will support my main ideas?• Does the body support my opening?• Does the body lead to a logical close?

Body

Tell them what you told them • How will I summarize the main points?• How can I tie the close back to the rapport statement

and agenda?• What do I want/need the audience to do (action steps)?

Close

1. Put the presentation in perspective; be realistic about what you can achieve; remember, your audience wants you to succeed.

2. Imagine a positive outcome--focus on the benefits for your audience and for you.

3. Give yourself a pep talk. You can do it! You will succeed!

4. Relax mentally and physically. (How will you do that?)5. Pause and take a deep breath. Practice feeling

comfortable doing that.

10 Tips to Control Nervousness

6. Choose the delivery position that makes you feel most confident.

7. Plan what you will do to get a specific audience response.

8. Talk directly to especially receptive and interested individuals.

9. Keep your hands in a neutral relaxed position. If necessary occupy your hands: hold notes, a visual aid or a prop.

10. Use eye contact. One thought to one person.

DO: PLAN, PREPARE AND PRACTICE!

10 Tips to Control Nervousness

Exercise:You will prepare a 30 sec speech using your message to help reach your goal.

You have time to prepare and practice!

Let’s practice!

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