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“People who work together will win, whether it be against complex football defenses or the problems of modern society.” - Vince Lombardi, 1959-1967 Green Bay Packers coach
{Strategic Communication}
Communicating for ChangeA workshop for the Healthy Communities Initiative
Vera BothnerTami Bradley
October 2, 2013
{Strategic Communication}
Today’s focus:
1. Audience2. Message3. Media
“With public sentiment nothing can fail; without it, nothing can succeed.” - Abraham Lincoln, 1858
{Strategic Communication}
Want Influence? Eliminate your blind spots*
*Spitfire Strategies
1. The Fast and Furious2. Ready, Fire, Aim3. The Upsiders4. The Over Estimators5. The Narrow Field of Dreamers6. The Gut Reactors7. No GPS Crew
{Strategic Communication}
Want Influence? Eliminate your blind spots*
*Spitfire Strategies
1 2 3 4
A clear sense of the decisions that need to be made
An understanding of who makes the necessary decisions
An informed hypothesis about how the decisions will get made
An understanding of how the organization can influence the decision-making process and a game plan for making that happen
Community Change Framework
Environment that Supports Community
Health Policies
Community Mobilization
Community Education
Advocacy with
Organizational Decision Makers
Educating Government Policymakers
Why is communication important for public policy and CCF?
• Audience centered• Builds relationships• Action oriented
{Strategic Communication }
AUDIENCE
{Strategic Communication }
Target audience• Who are you trying to reach?– Legislators– City council– County commissioners– School board– Media– General public
{Strategic Communication }
Know your audience• Who do you want to reach?• What do they believe? What are they doing now?• What’s keeping them from believing or doing what you want
them to?
{Strategic Communication }
Listen“One of the best ways to persuade others is with your ears--by listening to them.” -Dean Rusk
{Strategic Communication}
• Target audience– What do we know?
• Demographics• Interests• What do they know about our policy/issue?
– What do we need to know?• Are they open to our policy?• Who do they listen to? Follow?• What will get them interested in supporting our policy?
Listen
{Strategic Communication }
How to listen• Quantitative
– Email– Mail – Phone
• Qualitative– Focus groups– 1:1 conversations (in person, phone)– Intercept interviews
{Strategic Communication }
How to listen - online
• SurveyMonkey• Twitter: Follow and monitor• Facebook: Likes, Friends, Events• LinkedIn: Business network • Blogs: Monitor • Websites: Getting to know organization
{Strategic Communication }
MESSAGE
“The pure and simple truth is rare pure and never simple.” – Oscar Wilde
{Strategic Communication }
Action– Vote– Testify– Organize– Tell their neighbors– Change a business policy– Modify language
{Strategic Communication }
Develop Messages – Guidelines
Positive languagePlain English LengthSound bite rule – 27-9-3 Stories + visuals + anecdotesRule of ThreeBridgingQuotable
{Strategic Communication}
Bridging LanguageUses transitions to bring you back to your key messages:
What’s important to remember . . . Let me just add . . . That reminds me . . .Let me give you some information about . . . But the facts are . . .Here’s another way to look at that . . .
{Strategic Communication}
Message Development Worksheet
{Strategic Communication}
What I want to communicate MOST is:
1. Message• Story • Example
2. Message• Story• Example
3. Message• Story• Example
“Forget the bullet points. Tell a story.”
Andy Goodman
Getting your message out:Working with the media
{Strategic Communication}
{Strategic Communication}
• Sell ideas, vision, mission• Change attitudes• Low-cost means for message• Position your organization as a leader
“If you don’t exist in the media, for all practical purposes, you
don’t exist.” Communications Consortium Media Center
Why work with the media?
To achieve objectives:
Media have a job to do – and so do you• Internal structures and bosses • Timeframes• Inside the reporter’s mind
Types of Media• Broadcast• Print• Small markets• Larger markets
Know your media
How the media work
{Strategic Communication}
When to work with the media• News Tip
• News Release
• News Conference
• Guest Editorials
• Other
{Strategic Communication}
Prepare - Before the Interview
Get to know the reportersGet together background information
• Be preparedDevelop a media policyAsk questions:
• What information interested in?• Focus of story?• Who else talking to?• Deadline?
{Strategic Communication}
Respond – During the interview (10 points):
1. Exercise your rights2. Keep it short, simple and to the point 3. Be prepared to be interrupted4. Keep your focus5. Use positive language
- I don’t believe … Here’s what I believe- It won’t work … Let me make a suggestion about how it might work
{Strategic Communication}
Respond: During the interview
5. If you don’t know, say so, then find out6. Do not speculate on other issues7. Utilize the silence8. Never say “no comment”9. Phone interview - notes
{Strategic Communication}
Respond: During the interview
10. TV Interview:
• Wear solid colors, gray, off white or pastel shirts or blouses• Have demeanor appropriate to subject
Smile and be friendly if good news Compassionate and serious if not
• Lean forward slightly in your chair• Keep eyes on interviewer – not on camera
{Strategic Communication}
{Strategic Communication }
MEDIAhttp://www.kwch.com/news/news-adk-kwch-video-zoos-elephant-exhibit-needs-new-money-to-move-forward-20130909,0,4853289.premiumvideo
Sedgwick County Zoo volunteer chair makes the chase for more funding.
http://www.kwch.com/news/kwch-news-am-zoos-elephant-exhibit-needs-new-money-to-move-forward-20130909,0,2028727.story
http://www.ksn.com/2013/07/16/poll-shows-kansans-love-clean-indoor-air/
Statewide poll shows support for clean indoor air law
Final thoughts:
Choose your battles carefullyThe interview is not over until the reporter leaves Invite the reporter to call with questions Not typical to see the story before it is printed or aired
{Strategic Communication}
“Never miss a good chance to shut up.”
Will Rogers
Community Change Framework
Environment that Supports Community
Health Policies
Community Mobilization
Community Education
Advocacy with
Organizational Decision Makers
Educating Government Policymakers
{Strategic Communication }
Environment that
Supports Community
Health Policies
Community Mobilization
AUDIENCE:- Community members- Organizations- Champions
MESSAGE:- Shared goals- Leverage- Coalition building- Funding- Training/Supporting
MEDIA:- Meetings- Phone calls- Email
{Strategic Communication }
Environment that
Supports Community
Health Policies
Community Education
AUDIENCE:- “Public” – targeted
segments
MESSAGE:- Beliefs- Behaviors
MEDIA:- News media- Social media- Events
{Strategic Communication }
Environment that
Supports Community
Health Policies
Educating Government Policymakers
AUDIENCE:- Elected officials – city,
county, state, federal- Key staff
MESSAGE:- Targeted information- Brief- Goal is “education”- Also, build on other messages
- Shared goals- Leverage- Coalition building- Funding- Training/Supporting
MEDIA:- News media- One-on-one meetings
- “Legislative Days” - Reports, briefs,
summaries, PowerPoints
{Strategic Communication }
Environment that
Supports Community
Health Policies
Advocacy with Organizational
Decision Makers
AUDIENCE:- Coalition members- Organizations
- Businesses- Nonprofits
MESSAGE:- Shared goals- Part of the team- Make the case
MEDIA:- Meetings- Phone calls- Email- Toolkits/fact sheets
{Strategic Communication }
Policy Goal
1
Community Education
Advocacy with Organizational
Decision Makers
Government Policymaker Education
Community Mobilization
Target audience?Message?How?
Target audience?Message?How?
Target audience?Message?How?
Target audience?Message?How?
COMMUNICATIONS PLAN
{Marketing and Public Relations}
Build Your Own Plan
Goal #1: By ____, ______________(policy goal)
Target audience
Messages
How?
Community Mobilization
{Marketing and Public Relations}
Build Your Own Plan
Community Education
Goal #1: By ____, ______________(policy goal)
Target audience
Messages
How?
{Marketing and Public Relations}
Build Your Own Plan
Educating Government Policymakers
Goal #1: By ____, ______________(policy goal)
Target audience
Messages
How?
{Marketing and Public Relations}
Build Your Own Plan
Advocacy with Organizational
Decision Makers
Goal #1: By ____, ______________(policy goal)
Target audience
Messages
How?
{Strategic Communication }
Report out
