Developing and Delivering the Message Iran, Tehran, The Green Vicrtory Sign by Hamed Saber from flickr Saturday, June 27 G...
What would you tell President Obama about your work if you crossed paths jogging?
CMWho?
Transform, Order, Set Goals
Turnout Attendance at an event Why we communicate Awareness Usually traces back to money Advocacy   Best to engage audience
 
 
<ul><li>‘ Facts  </li></ul><ul><li>Are  </li></ul><ul><li>Meaningless’ </li></ul>
What Are Our Goals?
Who Are Our Audiences?
More on messages Got milk? / ¿Toma leche? http://www.gotmilk.com/fun/toma_leche_2.html
What Stories Carry Our Messages to Our Audiences?
<ul><li>Hi! My name is _____  and I work with…  </li></ul><ul><li>You know how… (problem) </li></ul><ul><li>Well, what we ...
Why We’re Here?
What about  these ?
Cesar Chavez How did you find out about the grape boycott?
Getting the message 40 years ago <ul><li>In 1973, 17%  of American consumers participated in the grape boycott. </li></ul>...
More tips on our home page: www.newstips.org Learn more at the blog: www .communitymediaworkshop.org Join our network at w...
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Message Presentation

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Message Development for labor unions and nonprofit organizations: using stories to connect to audiences.

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  • Goals: to help participants learn to polish their presentations and give them an edge
  • CMW-Crossroads Messaging Justice May 30, 2008
  • The difference between the known situation—and the known situation organized. Notice that what gets left out is almost more important than what is still in the picture! CMW-Springboard Aug. 14, 2008
  • CMW-Crossroads Messaging Justice May 30, 2008 Strategy=goal Getting the boss in the news is not a strategy Three rules Communications is a cost center not a profit center Thank god for the Internet!
  • CMW-Crossroads Messaging Justice May 30, 2008
  • CMW-Crossroads Messaging Justice May 30, 2008
  • CMW-Crossroads Messaging Justice May 30, 2008 Facts are important, and it’s crucial to have them right. But they’re meaningless People receive every message in terms of what they already know and believe. Meaning comes from the story. Facts illustrate the story
  • CMW-Crossroads Messaging Justice May 30, 2008 Grow donor base; Build awareness of our organization; Influence public policy, social justice, human rights issues; Recruit new clients &amp; customers; Pass legislation; Often presentation goals are classified as persuade, inform, or sell
  • CMW-Crossroads Messaging Justice May 30, 2008 Go deep, not broad—in other words, you want to imagine who are you speaking to? What matters to them? We talk about the most popular radio station in the world—WIFM—What’s In It For Me?--You know you have a good sense of your audience when you can answer that question for them. For example: policymakers, students, a supervisor, elected officials.
  • 1-10-2008 page Can we state it in one or two sentences? Does our media work &amp; publicity reflect this message? Can a visual image convey this message? What stories convey this message? Use the same message for all audiences—can change the words but same basic meaning. (not “it depends who I’m talking to”)
  • Identifying a Problem Finding a Solution Creating a Conflict Making a Fresh Start Doing Something New Doing Something Unusual
  • CMW Gary Life Education Initiative 8-4-08 Sue’s advice on types of stories you might want to tell Think of these as subtitles as you organize your stories: Imagine Your Audience How We Began/Who Influenced; Us/Founders; Obstacles Faced and Problems Solved; Where I Got This Idea; Examples—specific people; Values in Action Before we came on the scene/ After we did our thing; Accomplishments, Victories, Feeling good!
  • CMW-Crossroads Messaging Justice May 30, 2008 Stories matter even more on the Web…. Facebook, twitter, all about what you share… and what’s in it for me! Reciprocity story of jessica halem
  • Message Presentation

    1. 1. Developing and Delivering the Message Iran, Tehran, The Green Vicrtory Sign by Hamed Saber from flickr Saturday, June 27 Gordon Mayer, vp Community Media Workshop Union Communications Conference, @ Univ. of Ilinois
    2. 2. What would you tell President Obama about your work if you crossed paths jogging?
    3. 3. CMWho?
    4. 4. Transform, Order, Set Goals
    5. 5. Turnout Attendance at an event Why we communicate Awareness Usually traces back to money Advocacy Best to engage audience
    6. 8. <ul><li>‘ Facts </li></ul><ul><li>Are </li></ul><ul><li>Meaningless’ </li></ul>
    7. 9. What Are Our Goals?
    8. 10. Who Are Our Audiences?
    9. 11. More on messages Got milk? / ¿Toma leche? http://www.gotmilk.com/fun/toma_leche_2.html
    10. 12. What Stories Carry Our Messages to Our Audiences?
    11. 13. <ul><li>Hi! My name is _____ and I work with… </li></ul><ul><li>You know how… (problem) </li></ul><ul><li>Well, what we do is…(feature) </li></ul><ul><li>So that …(benefit) </li></ul><ul><li>We’re kind of like the…(metaphor) </li></ul><ul><ul><li>Feature : the physical traits or description of what you do </li></ul></ul><ul><ul><li>Benefit : a feature translated into a member’s satisfaction. What do the members get because of what you do? </li></ul></ul><ul><ul><li>Metaphor : a comparison that can be funny or startling; goal is to make your work familiar. </li></ul></ul>Crafting an Elevator Speech Who we are, in a minute or so
    12. 14. Why We’re Here?
    13. 15. What about these ?
    14. 16. Cesar Chavez How did you find out about the grape boycott?
    15. 17. Getting the message 40 years ago <ul><li>In 1973, 17% of American consumers participated in the grape boycott. </li></ul><ul><li>Did you (if you are old enough)? </li></ul><ul><li>How did you get the message? </li></ul><ul><li>Was it through the national media? </li></ul><ul><li>Was it through the mainstream local media? </li></ul>
    16. 18. More tips on our home page: www.newstips.org Learn more at the blog: www .communitymediaworkshop.org Join our network at www .nonprofitcommunicators.ning.com Gordon Mayer, [email_address] org 312-369-7722 Thank you!

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