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Effective Message Development Strategies

Developing an effective communications strategy involves clearly defining goals and target audiences, creating a message that represents your values and connects with audiences, and consistently delivering that message through various paid, earned and free media. The message should speak to people in a way that has meaning in their everyday lives, give them a role in solving problems, and be repeated often for maximum impact. Visual communication tools that illustrate stories are most effective at delivering the message.

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12 views12 pages

Effective Message Development Strategies

Developing an effective communications strategy involves clearly defining goals and target audiences, creating a message that represents your values and connects with audiences, and consistently delivering that message through various paid, earned and free media. The message should speak to people in a way that has meaning in their everyday lives, give them a role in solving problems, and be repeated often for maximum impact. Visual communication tools that illustrate stories are most effective at delivering the message.

Uploaded by

wtfsource
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

Message Development and Delivery

Building a Successful Communications Strategy for Issue-Based Campaigns

Elements of a Communication Plan


Clearly defined goals: what do you want to do, how do you want to do it and by when? Clearly defined target audiences
Analysis of the best medium(s) to reach these people. Where do they get their information?

Paid media strategy Earned/Free media strategy Analysis of competitive climate Strategy for dealing with attacks MESSAGE, MESSAGE, MESSAGE!

Developing a Message
Your message is the heart of your communications strategy Your message is a tool to motivate base and win persuadables 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
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?

Use the right language for the right audience Using polling or surveys to research, target and test message

MESSAGE
A message is a limited body of truthful information that is consistently conveyed by a candidate or party in order to provide the persuasive reason for an audience to choose, and act on behalf of that choice.

The Importance of Language


Speak to the heart use language that means something to people Give laws 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 Give your target audience a role in the solution to a problem lead and challenge them

Say it Early, Say it Often


Keep your message simple and repeat it often If youre not sick of your message, youre not saying it enough

Communication Tools
93% of the information people retain comes from what they see visually and the tone of voice they hear; 7% comes from spoken content - keep your communication visual! Create events that the press will want to cover and invite them Do not create events just to talk to the press (no more press conferences!)
The media is a tool for getting your message to your audience they are not your audience

Communication Tools
Create events that bring leaders on the issue before groups of supporters and/or persuadables go to them Create communication tools that are useable and interactive Offer personal stories that illustrate the problem as well as stories that highlight successes

Communication Tools
News is:
Something out of the ordinary Timely Of local interest Emotional Something that may contain an element of conflict Something people are already talking about Personally relevant

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

Under Attack. . .
Stay on message! Use it as an opportunity to say something the press would not have otherwise covered Respond in the same press cycle

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