3. Action Messaging 1 Sky (6 2009)

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We’ll walk through a demonstration of how to build a message based on interaction and conversation, always starting with where the audience is at.

So what do we want? What is our alternative? Ask as a question and have discussion. Possible small groups. All good messages start with what we are trying to achieve. This can be a positive goal – win a pay raise, or get better testing, or a negative message – defeat this initiative, or repeal No Child Left Behind.

Who is our audience? – Remember – audience first, message second What do they most care about? Not what you think they should care about, but what are their concerns? What are they talking about? (e.g. teachers, or ESP’s, or parents, or taxpayers, or legislators, or the school board) What do they think is and is not working? Need to agree there is a problem before you can move to a solution What is the common ground we can both agree on? Our message will come out of what we both agree on

So, we need to figure out what the problem or threat is that our co-workers face. All action begins with anger or a problem or threat – a feeling or understanding that something is wrong and needs to be changed. Anger with hope for a solution becomes a gerbil wheel of frustration and anger can easily become despair, cynicism, or spiral into a destructive “blame game” – those damn immigrants, those damn welfare cheats, those damn ….” Anger connected with hope for a solution allows a person to step forward and overcome fear. If we are pissed at something and think that we can actually resolve it we are often willing to do extraordinary things. Overcoming the cynicism or sense of hopelessness – or what psychologists call “learned helplessness” (where we learn to feel powerless and accept that as ‘normal’) – is the key to effective mobilization. The campaign’s core message becomes the “pivot point” to make the connection between what a person is concerned about (their anger/problem/threat – their “issues, interests, values”) and the campaign (e.g. electing someone, politics in general and voting, passing a bill, etc.). The core message of your campaign can be seen by the person as something they too support and a means for resolving their problem. Out of this comes an opportunity to do something and an ask for action. E.g. If this is what you’re pissed about and this is what we both agree is possible and necessary (the core message) here is something that you can specifically do about it to make it happen (vote, sign a petition, volunteer, register, call your legislator, etc.)

For example – change works if you think things are headed the wrong direction, but if not it will not be an effective message. How does the solution connect back to your target audience’s concerns and interests? Is the solution credible? “Love everyone” is not a credible solution to violence in our society. Who is the credible messenger to deliver the message?

Who is our audience? – Remember – audience first, message second What do they most care about? Not what you think they should care about, but what are their concerns? What are they talking about? (e.g. teachers, or ESP’s, or parents, or taxpayers, or legislators, or the school board) What do they think is and is not working? Need to agree there is a problem before you can move to a solution What might be their interest in the issue you care about? Know what your interest is in the issue, but communicate out of what your audience’s interest is – e.g. make it personal and relevant to what they care about.

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3. Action Messaging 1 Sky (6 2009) - Presentation Transcript

Moving a Message to Action: Message as Conversation
What do we want to achieve? Our Aim
- This answer represents
? 1
- Who are we talking to?
- What do they most care about?
- What do they think is or is not working?
- What is the common ground we can both agree on – what message can we both share?
Who is our audience? ? Audience 2
A Problem/Threat A Solution An Opportunity and an Action Moving a message to action Core Message
- How would the person answer: The problem is …?
What is the common problem that needs solving? The Problem Wellstone Action 3
Wellstone Action Our Solution – Our Choice What is our solution – our choice?
- How does it connect with the audience?
- How will it solve the problems of our audience?
- Is our solution credible?
4
- What do you want the listener to do?
- Does our ask credibly help resolve the problem we agreed on?
What is our ask? Our Ask Wellstone Action 5
A Problem/Threat A Solution An Opportunity and an Action Moving a message to action Core Message
System isn’t working for workers, retirees or employers. We need a system based on “We’re In This Together.”
- It must guarantee quality, affordable health care for all Americans
We need affordable health care that we can all count on. Health Care Message But the problem is too big to solve with each of us on our own. New President and Congress provides a chance for change Can we count on you to join us in contacting your Member of Congress to demand this real change on health care?
- Government should guarantee coverage and set and enforce the rules for health insurance plans
- System should control costs and improve quality
Problem Solution Core Message Action
- Greedy insurance companies put profits before people
- Costs are skyrocketing and increasingly unaffordable to employers
- Employers shift costs and risk to workers
- Wage increases are shrinking to pay for higher health care costs
Successful grassroots campaign message: People feel that their interests and values are reflected in the campaign and tied with its success, and they take action based on that belief!
Now let’s try moving people to action!