Communications training for field units--demonstrates strategy from the National perspective.

1. Welcome and Overview
Welcome and Overview

2. Welcome and Overview
Welcome and Overview
NAACP Communications Team
NAACP Communications Team
--EricWingerter: Vice President of Communications & Digital
Eric Wingerter: Vice President of Communications & Digital
Media
Media
--DerekTurner: Communications Director
Derek Turner: Communications Director
--BenWrobel: Sr. Communications Associate
Ben Wrobel: Sr. Communications Associate
--JessicaNeal: Communications Associate, Voting Rights
Jessica Neal: Communications Associate, Voting Rights
--NicoleKenney: Communications Associate, Economic
Nicole Kenney: Communications Associate, Economic
Programs
Programs
202-463-2940
202-463-2940

3. Areas for Review
Areas for Review
•Identify Your Goal
• Identify Your Audience
•Create a Message
•Know your Tools/Build Your Tools
•Set a Timeline

4. Identify Goals
Identify Goals

5. Why Should Communicate?
Why Should Communicate?
IN
E F
L E
U T
E A
I V
N T
C C
A
INSPIRE INFORM

6. Audience Identification
Audience Identification
The media is not your primary audience, it is a conduit to get to
reach your primary audience.
Your Primary Audience Can Be:
•Community Members
•Local Officials
•National Officials
•Opponents
Your Secondary Audience Can Be:
National or Local TV/Radio
Print Outlets (Including Websites)
Niche Press

7. Message/ Frame/Values
Message/ Frame/Values
• MESSAGE: What you are trying to communicate about your issue --
what you care about, your values and who you are.
• FRAMES: Familiar concepts people feel comfortable with and taps
into stories carried in our minds with heroes, villains, morals, causes
and solutions.
• VALUES: The ideals, customs, institutions, etc., of a society toward
which the people of the group have an favorable or emotional concern
for. Values may be perceived as positive (freedom, education) or
negative (cruelty, crime).

8. Message
Message
• A message is what you are trying to communicate about your issue
what you care about, your values and who you are. It defines your
campaign and ultimately your vision of the world . Without a
coherent message you will be unable to mobilize people, communicate
your thoughts to your audiences or create the understanding that you
need to advance social change
• Messages are shaped by factors, such as current political realities, key
news items of the day and the audience you are trying to reach.
• You often will need to tailor a message to a particular audience to
emphasize the aspects of the issue they most care about.

9. Frames
Frames
• Frames are the familiar concepts that people feel comfortable
with. Framing is the idea that communications—whether in a news
story, a speech, an op-ed, or a water cooler conversation—carry
implicit values, stories and world views that shape the terms of debate
and determine whether problems and solutions are part of the
conversation. Framing taps into stories that we carry in our heads,
with heroes, villains, morals, causes and solutions.*
• When a message fits within familiar frames they are easier to
internalize. When the facts don’t fit the frame, sometimes the facts
are rejected.
* The Opportunity Agenda, Talking Human Rights in the United States, A Communications Toolkit pg. 9

10. Values
Values
Values are the intrinsic, enduring beliefs that shape how we
perceive ourselves and the world around us. There are both
primary and secondary
Primary Secondary
• Responsibility to care for one’s family • Responsibility to care
• Responsibility to care for oneself for others
• Personal liberty • Personal fulfillment
• Work • Respect for authority
• Spirituality • Love of country or
• Honesty/integrity culture
• Fairness/equality

11. Crafting Your Message
Crafting Your Message
Packaging Your Story
•Assess the issue you are trying to promote.
•Determine your spin or perspective/angle of the story.
•Provide a local perspective
Human Interest
•Put a human face on the issue; project aspects of story that affect
people emotionally
Sound Bites
•Short statements that cleverly sum up the message
•Should fit familiar frames and reflect your values.

12. Talking Points
Talking Points
Once you have crafted your message it is time to develop talking
points. Talking points give spokespersons on the issue they key
messages to be delivered to the public via the press.
There should be no more than 5 points for each issue that address
the top level message. Additional points can be added as
background to support the top level messages.
Points should be short, memorable and to the point.
Spokespersons should be able to speak the points on air and
persuasively argue an issue.

13. Talking Points Sample
Talking Points Sample
VOTER SUPPRESSION/DEC 10th RALLY TALKING POINTS
TOP LEVEL
• Our country in the midst of the greatest coordinated legislative attack on voting rights since the
dawn of Jim Crow (over 100 years). In 2011 alone, 34 states legislators have introduced voter
suppression legislation, with laws passing in 14 of those states, and laws pending in 8.
• New state laws are (1) Requiring voters to present unnecessary government-issued photo
identification in order to vote; (2) Cutting early voting opportunities in half and ending Sunday
voting; (3); Ending same-day voter registration/voting; (4); Stripping Ex criminal offenders of their
right to vote.
• Reports by the Brennan Center for Justice show that these new voter suppression laws
disproportionally impact people of color, working women, blue-collar workers, college students,
seniors, and immigrants.
• On December 10th – Human Rights Day – The NAACP, in conjunction with dozens of civil, labor, and
human rights organizations from across the country are taking a “Stand for Freedom” in New York
City and protesting this attack on voting rights.

14. Utilizing the Media
Utilizing the Media
Press Release Opinion Public Service
Press Conference
& Editorial Announcement
Media Event
Advisory (Op-Ed) (PSA)
Letter to the Pitching Editorial Board
Editor Reporters Meeting
Interviews

15. Press Release
Press Release
• A brief statement from your organization or a spokesperson commenting on a breaking
development, providing important background information and context, or responding
to a controversial issue of concern to your organization or constituents.
• Your version of the story you want picked up by the press.
• Press releases can be distributed via email, fax or mail and can be posted on wire
services.
• If you need help finding local press contacts, please let us know

16. How to Write a Press Release
How to Write a Press Release
Contact:
Name
Phone
Email
HEADLINE
Sub-headline
Paragraph 1: (Date Line) – Introduction to the issue
Paragraph 2: Quote from Primary Voice
Paragraph 3: Key detail(s) about the issue
Paragraph 4: Quote from second voice or additional details
Paragraph 5: Any Additional secondary information on issue
###
Boilerplate

17. Press Release Sample
Press Release Sample
Contact:
Ben Wrobel
(917) 846-0658
bwrobel@naacpnet.org
NAACP President Meets with MD Governor to Discuss Death Penalty Repeal
(Annapolis, MD) – NAACP President and CEO Benjamin Todd Jealous and Maryland NAACP State Conference President Gerald Stansbury met with Maryland
Governor Martin O’Malley this morning to discuss the future of the death penalty in Maryland. The NAACP has advocated for abolishing the death penalty
in Maryland and other states. The meeting took place this morning from 9:30 – 10:00 am at the Maryland State House.
“We must end the death penalty in Maryland this year,” stated NAACP President and CEO Benjamin Todd Jealous. “This is a matter of justice and a matter of
safety. We are optimistic that Maryland will be the sixth state in six years to abolish the death penalty. We are moving closer to abolishing it in the country as
a whole.”
A bill currently at the Senate Judicial Proceedings Committee would repeal the death penalty while reallocating $500,000 of savings annually to the Maryland
Victims of Crime Fund, devoted to the needs of murder victims’ families.
“Today’s meeting went very well,” stated NAACP Maryland State Conference President Gerald Stansbury. “Our branches across the state, in conjunction with our
partners, will continue to do everything they can to keep the momentum going and repeal the death penalty this year. The Prince George’s County Branch is
particularly integral to this effort.”
A 2003 University of Maryland study commissioned by then-Governor Parris Glendenning found that the primary factors leading to a death sentence in Maryland
are the race of the victim and the jurisdiction of the crime. Since 1978, every prisoner executed for murder in Maryland was accused of killing a white person,
even though three-quarters of homicide victims in this state are black.
###
Founded in 1909, the NAACP is the nation's oldest and largest civil rights organization. Its members throughout the United States and the world are the premier
advocates for civil rights in their communities, conducting voter mobilization and monitoring equal opportunity in the public and private sectors.

18. Media Advisory
Media Advisory
• A shorter version of a press release announcing news conferences, media events,
breaking news or the impending release of a report.
• The advisory should be short and alert people to the five W’s: who, what, where, when
and why.
• Advisories should be sent to local press outlets as well as to the Associated Press
Daybook
• A follow-up calls should be made 2-3 hours after the advisory is sent

19. How to Write a Media Advisory
How to Write a Media Advisory
Contact:
Name
Phone
Email
Advisory: NAACP & Gov. O’Malley to Make Announcement on Death Penalty Today
WHO:
Name, Title and Organization; Name, Title and Organization;
WHAT:
Describe the event in 2-3 sentences
WHEN/WHERE:
Indicate location and time of the event
###
Boilerplate

20. Media Advisory Example
Media Advisory Example
Contact:
Ben Wrobel
(917) 846-0658
bwrobel@naacpnet.org
Advisory: NAACP & Gov. O’Malley to Make Announcement on Death Penalty Today
WHO:
National NAACP President and CEO Benjamin Todd Jealous; Maryland Governor Martin O'Malley; U.S. Representative Elijah Cummings;
Maryland NAACP State Conference President Gerald Stansbury; Maryland clergy, legislators and activists.
WHAT:
NAACP leaders will join with Gov. Martin O'Malley, Rep. Elijah Cummings, leaders of other civil rights and human rights organizations, as well as
Maryland clergy, legislators and activists, to call for ending the death penalty in the state of Maryland. A press conference will be held at Lawyer’s
Mall outside the Maryland State House on Tuesday, January 15th at noon.
The NAACP has made abolishing capital punishment in Maryland a national priority and is working with several other organizations in the state.
WHEN/WHERE:
Tuesday, January 15, 12:00 noon
Senate Judicial Proceedings Committee Room,
Miller Senate Building
Annapolis, MD 21401
To Listen in By Phone
Call in #: 866-508-2264
###
Founded in 1909, the NAACP is the nation's oldest and largest civil rights organization. Its members throughout the United States and the world are the
premier advocates for civil rights in their communities, conducting voter mobilization and monitoring equal opportunity in the public and private
sectors.

21. Opinion/Editorial
Opinion/Editorial
Opinion Editorial (Op-Ed)
An article expressing a personal viewpoint written for the op-ed section of a newspaper.
These often provide a subjective take on the subject matter and bring the issue back to a
core value.
Tips for Op-Ed
• Op-Eds should offer key facts to the audience in a persuasive way
• The length should be between 500 and 750 words
• Op-Eds often require exclusivity for publication by the newspaper/outlets. Once
the outlet accepts, check their guidelines to see if you can have it published
elsewhere as well.
• Engage the reader in the first paragraph or else they will never read the second

22. Letter to the Editor
Letter to the Editor
A letter to the editor is a short letter printed in a newspaper or magazine usually responding
to a story or editorial the paper has published. It provides a way to position your
organization, correct an error or distortion, raise a perspective not considered and
respond to negative coverage.
• Letter to the Editor Tips
– Keep it short. You only have time to make one point or contradict one point
– Pithy and focused
– Clever and well written

23. Media Events
Media Events
A meeting to which members of the press are invited to hear a prepared
statement and usually to ask questions about that statement
Reasons to Call a News Conference
• “Breaking News“ is being released
• Release of a dramatic new report
• Issuance of a statement by prominent organizations or individuals
• Announcement of an important campaign or action by well-known
groups or individuals
• Response to tremendous press interest in an event
Media events should have visual appeal

24. Public Service Announcements
Public Service Announcements
A Public Service Announcement is an advertisement broadcast on radio or
television, for the public interest. PSAs are intended to modify public
attitudes by raising awareness about specific issues. A typical PSA is part
of a public awareness campaign to inform or educate the public about an
issue such as smoking or compulsive gambling.
• Tips For Designing A Public Service Announcement
– Determine the goal of the campaign
– Target your audience
– Decide on spin
– Identify Program Affairs Director at the station
– Determine what format needed for the PSA by the outlet
– After sending PSA, follow-up with a phone call to make sure it was
received.
– Pitch contact on airing the PSA

25. Pitchingthe Story
Pitching Reporters
Pitching Reporters
The best tool for garnering media attention is to pitch a reporter on a story. Develop an
short persuasive statement that summarizes what makes your story (or your angle on a
story) so important to cover.
Pitch Tips
• Utilize press lists to identify reporters. Keep press lists updated.
• Become knowledgeable about reporter’s prior work.
• Determine pitch prior to calling reporter & keep it brief and to the point.
• Anticipate resistance and don’t exaggerate story. Consider possible arguments and
effective responses.
• Don't give up if reporter is not interested in the story.
• If pitching television, emphasize visual nature of media event and offer a human story as
part of the package. TV usually doesn’t confirm until the day of.
• If you get voice mail, leave pitch on the voice mail.

26. Interviews
Interviews
Once you have hooked a reporter with a pitch, you may be asked to be interviewed. The best
person to submit for an interview is your spokesperson or a leader of the project. No matter
who does the interview it is essential to prepare.
Interview Tips
• Decide if interview advances your goals and promotes your cause
• Set goals for the interview and state your message first
• Identify three key messages to deliver (Talking Points)
• Stay on message. Advance your agenda, not the interviewer's
• A reporter may try to divert you off message. If an interviewer changes the subject, bring
your answer back to the key messages of the campaign (pivot).
• Never restate the message the reporter is using to divert you during the interview.

27. Editorial Board Meeting
Editorial Board Meeting
A sit-down meeting with newspaper editors and issue-specific reporters intended to give
them in-depth information about the issue and encourage editorial support.
• When Do You Set Up Editorial Board Meetings?
• An Editorial Board Meeting should be requested if your issue is topical, your
organization is pushing for a particular action, or new information is available that
could persuade the paper to take or change its position.
• To build relationships with the newspaper editors and get to know them for future
story opportunities
• This is a once a year request