CAMPAIGN C OMMUNICATIONS Message Development and Message Delivery

CAMPAIGN COMMUNICATIONSMESSAGE DEVELOPMENT

AND MESSAGE DELIVERY

“Winning with Women 2014”International Republican Institute

CAMPAIGN COMMUNICATIONSMESSAGE DEVELOPMENT AND DELIVERY

Workshop Outline

Defining Your MotiveDeveloping Your MessageTargeting Your AudienceDelivering Your Message

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Step One: Defining Your Motiveo Your motive for running for office defines your

messageo Your message is the primary tool to winning

your electiono Your message tells the voter what you want to

achieve

1. WHO I am2. WHY I am running

3. WHAT I will do 3


Step 2: Developing Your Message

Attributes of a strong campaign message:1. Issue-based2. Creates a Solution3. Credible4. Stirs emotion5. Short6. Creates a Brand7. Repetitive

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1. Issue-based Messagingo Based on issues important to your voterso Utilizes survey research and focus groups

Example: 70% of voters in Bamenda are concerned about access to clean water.

o Targets a specific audience

Example: In 95% of Bamenda households, women are responsible for locating clean water sources and transporting it to their homes. 5


2. Creates a Solutiono Offers a solution to the identified issueo Shows how that solution is better than the

alternative or status quo

Example: Candidate Enni creates a campaign message based on bringing clean water to Bamenda. She promises to build a well in the city.

Once the well is built, women will no longer have to walk two miles to neighboring Yaounde to collect water.

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3. Credibleo Does not over-promiseo A message that is not credible will be

ignored

Not Credible: Candidate Enni promises to give every household a car so they can drive to Yaounde to collect all the water they want.

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4. Stirs Emotiono A strong message makes the voter feel important:

that you are running for them, not youo It takes the issue and makes it personal

Example: Candidate Enni tells women voters that her campaign promise is based on her concern that often the women are robbed and harassed as they walk to the neighboring village to collect clean water. She believes they should not have to suffer when trying to provide for their family’s well-being.

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5. Shorto People have short attention spans

• Example of an “elevator speech”o Make your message clear:

• Yes or no• For or against

o Make your message memorable so the voters remember it at the poll:• “Hope,” “Change,” “Yes We Can!” – Obama

Presidential Campaign 20089


6. Creates a Brando A brand identifies you as a candidate o It is an “instant reminder” of:

• Who you are• What you stand for• Where you are going socially, politically

o It is simple and memorableo It utilizes logos to create a visual connection

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7. Repetitiveo Repetition builds familiarity, which in turn helps

build trust and credibilityo The Rule of Seven: a voter needs to be

“touched” by your message at least seven times• “Touching” is communicating your

campaign message to a voter• Can be through verbal communication or

written materials11


Step 3: Targeting your audience o Your audience is anyone who hears your

messageo You need to develop the right message for the

right audienceo Targeting focuses on how many votes are

needed to win—and which segment of the population is likely to provide those votes

o Targeting is important to maximize resources12

CAMPAIGN COMMUNICATIONSMESSAGE DEVELOPMENT AND DELIVERYStep 4: Message Deliveryo Once you have developed your message and

defined your target audience, it’s time to deliver ito Characteristics of good communication skills: • How you look• How you sound• What you say

First impressions are formed in less than 30 seconds. Once formed- they are hard to change! 13


How you look: Body language

Natural, good posture Composure

Calm, no negative reactions to audience questions Facial expression

Natural, calm Eye contact with audience

Attentive, not distractedHow you sound: Vocal reinforcement

Natural, clear voice Confident but not aggressive 14


What you say: Stick to your message Do not get sidetracked Address opponents by using transitions

The biggest trap a candidate can fall into is getting tired of repeating the same message many times a day. Do not fall into it! Stay on message. Repetition is the key to success.

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People disagreewith you

I appreciate your position

I can see where you are coming from

Your point is well taken

What Happens TransitionAcknowledgme

nt You should

also know… Let me add… For

example…

People aska question you don’t know

I don’t have that information

but I can tell you

Number one rule of message delivery: do not let yourself get distracted from your message


Message Delivery Opportunities All campaigns will offer an array of opportunities to

deliver your message: • individual (door to door) • small groups (holding a tea or coffee)• large public forums (candidate debates)• press (radio and TV interviews)• and social media (twitter or Facebook)

Candidates need to adapt their delivery slightly to each opportunity

But your motivation and message will stay the same 17


Small versus Large Forums: the similarities The purpose is the same: stick to your message! Focus on how you look, how you sound, what you say Do not let your nerves overtake you

Tip: utilize eye contact to minimize the size of the crowd. Make eye contact with one person as you say each

point of your message. The direct eye contact will focus your attention on the

person versus the crowd. It will also give the crowd the positive perception you are trying to relate individually to them.

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Large Forums The main challenge is to maintain control of the

dialogue Group dynamics can be difficult to manage

Tips for Q&A sessions: Always thank the questioner for their question Maintain your message utilizing the transition tips Answer the question you want to answer by

paraphrasing the question Avoid falling into the trap of confrontation Be disciplined in your points and answers 19

CAMPAIGN COMMUNICATIONSMESSAGE DEVELOPMENT AND DELIVERYSocial Media Sharing information and ideas in a virtual setting Facebook and twitter Effective for breaking through media bias or barriers Cheapest and fastest way to share information

Tips for using social media: This should not be your primary message delivery tool; it should

be used to complement other opportunities This is part of your targeting strategy: who is using social media?

Can it be used to target new audiences? If you would not say it in front of a crowd, don’t say it online

The virtual world never forgets: once you put it out there, it will stay there!

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CAMPAIGN COMMUNICATIONSMESSAGE DEVELOPMENT AND DELIVERYWomen Candidates in a Male-dominated Field Women in Indonesia are 50.14% of the population 122,000,000 women in the country Majority of voters

Tips for women: Confidence; you represent the majority Do not try to be part of the boy’s club Control your emotions You are a leader already: draw on the strengths of your role

as a wife and a mother You have a message advantage: you can take the personal

and relate it to the public21


Keys to successful message delivery:• Passion• Preparation• Practice• Positive Perception• Proper Control

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This program was brought to you by:

The International Republican Institute (IRI)www.iri.org

With funding from:

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CAMPAIGN C OMMUNICATIONS Message Development and Message Delivery