Talk the Talk

Communications training & tips for Delaware Early Learning Challenge Partners

“ The single biggest problem in

communications is the illusion that it’s

taken place.”

George Bernard Shaw

It’s a noisy world!

It’s estimated that the average person is subjected to

5,000 messages a day.

(CBS News)

A United Voice

To promote the

benefits of quality

early learning

What is the message goal?

Elevate the importance of quality early childhood learning and

promote Delaware’s efforts to ensure that all children, especially

disadvantaged children, have access to quality early learning.

A Big & Complex Message

The Core Message

Making quality early childhood learning available to all children is a priority in Delaware, based on science that tells us that the experiences and relationships in the lives of infants and young children have a major impact on the child’s learning skills, emotional development, and how they function later in life.

The Core Message Deconstructed

1. Making quality early childhood learning is a priority in Delaware

2. Quality early childhood learning has a major impact on a child’s life

3. Quality early childhood learning affects emotional development & future learning skills and capability

“If you want me to speak for two minutes, it

will take me three weeks of preparation. If

you want me to speak for thirty minutes, it

will take me a week to prepare. If you want

me to speak for an hour, I am ready now.”

– Winston Churchill

The “Elevator Speech”

Keep it short!

Think 10 to 30 seconds!

The “Elevator Speech”

Make it conversational: The goal is to engage the listener, not deliver a 60-second ad that sounds robotic or rehearsed.

The “Elevator Speech”Make it benefits oriented:What’s in it for the audience?Tailor the message for the audience.

Use everyday language:Avoid industry lingo. Don’t try to impress with big words.

The “Elevator Speech”Encourage Follow-up:

Mention a website or hand them your business card.

Include a call to action:Direct listeners to a website or an event.

Sample Elevator SpeechesA Management Consultant:

“I keep your company out of Dilbert's comic strip! I'm Alyson Abrams,

a Silicon Valley management consultant specializing in change. If your

company is experiencing rapid growth or change I can offer experience

and wisdom to keep your employees happy and your profits in the

black.”

Sample Elevator Speeches

A Project Manager:

“I translate the Tower of techno-Babble. I'm Paul Coker. Some

companies call my job project management or technical team leading.

I help teams reach their goal better/faster/cheaper by welding radically

different perspectives into a single team effort, avoiding wasted or

dead-end efforts. Do you know of any companies that might need that

kind of leader for a team of tech specialists?”

Sample Elevator SpeechesA Lawyer for Non-Profits

“I'm saving the people who are saving the world! (she pauses and

smiles.) I'm Alice Anderson, a lawyer for non-profits. My company,

Anderson NonProfit Strategies, based in the San Francisco Bay Area,

specializes in helping non-profits keep their fund-raising legal. For

more information e-mail me: alice@anpslaw.”

The Core MessageMaking quality early childhood learning available to all children is a priority in Delaware, based on science that tells us that the experiences and relationships in the lives of infants and young children have a major impact on the child’s learning skills, emotional development, and how they function later in life.

Review the core message & draft an elevator speech

Conversation Starters The Wow Starter

Person: So, what do you do?

You: I’m a brain builder.

Person: You’re what??

You: I work to make sure that all kids, from the time they’re born up to 5 years old, get quality early learning experiences.

Conversation Starters The Question Starter:

Open with a question, rather than a statement, to pique interest.

You: Did you know that a child’s brain is 90% developed by the age of 5?

Person: No, really?

You: Yes, that kind of emerging science is why there’s an emphasis on early learning. I’m _____ and I work with _________ to help kids get a great start.

Basic Facts• 90% of brain development occurs before the age of five

• Delaware Stars is a ratings system for early learning programs

Early learning:• Increases high school graduation by 30%

• Doubles college attendance

• Improves early literacy, language and math skills

• Decreases special education needs and grade repetition

Revise your draft using one of the techniques & the basic facts

Sharing the Message on Social Media

Social media is today’s “elevator.”

Talk with people, not to them. Social marketing is about establishing relationships and connecting with people on a personal level.

Be personal and authentic. Inserting your personality can make up for the absence of eye contact & body language.

Sharing the Message on Social Media

Sharing the Message with the Media

Never lie to or mislead a reporter

Ask for clarification if you are not sure of a reporter’s question.

Just because a reporter puts away a notebook or turns off a tape recorder doesn’t mean the interview is over and you can say anything without it being used.

Sharing the Message with the MediaSharing the Message with the Media

Sharing the Message with the Media

Reporters like facts and figures. Instead of just voicing an opinion, back it up with facts & figures.

Don’t wing it; come prepared with notes.

An interview is not a legal hearing. It’s okay to tell a reporter that some information is proprietary.

Let the reporter know how you can be contacted if additional information is needed.

Sharing the Message with the Media

You’re being interviewed on live radio, you don’t know the answer to one of the questions. What do you do?

You have two choices:• 1. Say, “I don’t know.”

• 2. Tell the reporter what you do know related to the topic of the question.

Sharing the message with the media

Watch out for:

Questions That Call for Speculation

Stick with the facts

If pressed, you might say, “Well, although I can’t speculate, I can tell you that….”

Sharing the Message with the Media

Watch out for:

Questions That Ask For Your Personal Opinion

As a spokesperson everything you say will be considered representative of the organization

Never offer a personal opinion. Instead, say, “Well, I’m speaking for the organization, not myself, and what we believe is….”

Sharing the Message with the Media

Watch out for:

Yes or No Questions

“This is a simple yes or no – aren’t your financial forecasts occasionally wrong?”

If you answer with a direct “yes or no,” the resulting quote could be awful.

Sharing the Message with the MediaWatch out for:

Yes or No Questions

Let’s say you answer the question by saying, “Yes, sometimes our forecasts are wrong, but they’re right a lot more often than they’re wrong.”

Sharing the Message with the MediaWatch out for:

Yes or No Questions

The resulting news story: “When asked whether his company’s forecasts were often wrong, company spokesman Bob Smith said “yes.’”

Sharing the Message with the Media

Watch out for:

Third Party Questions

Reporters may ask you to comment on third parties, usually your competitors or opponents. Instead of taking the bait, answer the question by focusing on your own attributes.

Sharing the Message with the MediaWatch out for:The Repeated Question RepeatedReporters are notorious for asking the same question with slightly different words several times.If you’re asked the same questions repeatedly, remember these two things:• First, stick to your messages. You should alter the specific

words of each response, but not the themes of your answers.

• Second, watch your tone. You should be as calm the sixth time the reporter asks you a question as you were the first, since the reporter will inevitably use your least flattering response.

Sharing the Message Through Presentations

PresentationsAn opportunity to expand on the elevator pitch

• Always keep the core message in mind

• Added details should support the core message

• Use facts and figures to provide credibility

Investing in Delaware’s

Youngest Learners Means a Better

Quality of Life for Everyone

Questions/Comments

Communications training & tips for Delaware Early Learning Challenge Partners