*Direct assertion of fact prompts skepticism and disbelief. State what we hope or need to do instead of what we are doing.
Brainstorm your opposition’s potential messages and develop points to counter them.
Salamisha demonstrates first.After small groups, 1-2 volunteers to present to the whole group.
City Budget Advocacy Training 5 4-13
Convincing theCouncilHow to speak up for what your neighborhoodneeds from the City of San Diego budget5/4/2013 1Center on Policy InitiativesSusan Duerksen | Center on Policy Initiatives | May 4, 2013
Agenda1. What to say: Tested messages in SanDiego on public spending and cityinfrastructure2. How to say it: Crafting strongmessages3. How to wow them: Public speakingmastery4. Practice!5/4/2013Center on Policy Initiatives 2
Fair public investment5/4/2013Center on Policy Initiatives 3
Budget message themes1. The value of City services andinfrastructure Prevailing attitude: “Trash collection, which sucks$millions from the city budget...” -UT news story in March2. Equity in spending for allneighborhoods Some neighborhoods have been historically neglected. Aversion to any new spending.5/4/2013Center on Policy Initiatives 4
The power of your voice• YOU are the expert on yourneighborhood.• The City Council and staff work for you.• The City budget is for you.5/4/2013Center on Policy Initiatives 5
Effective messages oninfrastructure and servicesSources:• Two polls of San Diego County registered voters commissioned by CPI, in April2012 and August 2012.• Americans for Tax Fairness national poll, June 2012• California Labor Federation statewide online survey, Dec. 2011.5/4/2013Center on Policy Initiatives 6Most voters approve of infrastructure spending that: Provides fairness for neglectedneighborhoods Repairs roads, sidewalks and publicfacilities that are in bad shape. Is an investment in our future economy.
Key points on the value of cityservices and facilities• City services and facilities are essential toresidents and businesses.• Be specific: Schools, roads, waterlines, libraries, parks, police and fire stations.• Our safety and quality of life depend onquality public services.5/4/2013Center on Policy Initiatives 7
Tested messages1. Justice for neighborhoods that havebeen neglected:• “We must ensure every neighborhood in SanDiego gets a fair shake.”• “It’s a sound investment in the future of ourcity to repair the roads, sidewalks andfacilities like libraries and fire stations thatare in the worst shape.”5/4/2013Center on Policy Initiatives 8
2. Fairness and opportunity:• “San Diego’s quality of life needs to improvefor everyone, not just the people in wealthyneighborhoods.”• “Residents of some neighborhoods haveaccess to far better roads, parks and policeservices than in other neighborhoods. If wewant all San Diegans to have an equalopportunity at success, we need to makefair investments in our city’s infrastructure.”5/4/2013Center on Policy Initiatives 9Tested messages, cont.
Tested messages, cont.3. Smart investment for taxpayers:• “Badly needed investments in our city willprovide a strong foundation for our localeconomy.”5/4/2013Center on Policy Initiatives 10• “The longer we wait to investin needed city repairs andimprovements, the more itwill cost all of us in thefuture.”
Words and phrases that work:Infrastructure spending5/4/2013Center on Policy Initiatives 11
Message structureWhat works to reach people and persuade them5/4/2013Center on Policy Initiatives 12
Message structure 1:Values, Problem, Solution1. First, connect with audiencevalues/emotions.2. State your concerns (the problem).3. Describe the solution with hope andaspiration.5/4/2013Center on Policy Initiatives 13
Example: Connect/Concern/HopeCONNECT: When I walk my dog Lulu around theneighborhood, I love to see the kids playing in thepark and riding their bikes. I’ve watched many ofthem grow up since they were babies.CONCERN: But I cringe every time I see the placeswhere the sidewalk stops or it’s so rutted that theyswerve their bikes out into the streets. And in theevening I worry about their safety in the park becausethere aren’t enough lights.HOPE: That’s why I’m here today to ask you to makesure the sidewalks and the park are safe for thosechildren, so I can continue to watch them growingand thriving. They are our future.5/4/2013Center on Policy Initiatives 14
Example:Message triangle5/4/2013Center on Policy Initiatives 16We need fairinvestment inneglected publicinfrastructure.Ensures thateveryneighborhoodgets a fair shakeProvides a strongfoundation for ourlocal economy.Improves ourquality of life
Preparing your messageThink:What do you want people to remember?Why does it matter?Write:Keep it simple, honest and clear.Add personal experience.Use specifics – but be brief.Avoid jargon. Use “kitchen table”language.5/4/2013Center on Policy Initiatives 17
Public Speaking MasteryHow to get your point across clearly5/4/2013Center on Policy Initiatives 18
Prepare and practice! Write your message. Tell your story, keeping it short andfocused. Practice . Practice again. Time yourself. Prepare 1-minute and 2-minute versions. Practice a strong concluding sentence.5/4/2013Center on Policy Initiatives 19
Speak effectively Be passionate! But reasonable and rational. Get to the point. But don’t rush. Speak slowly. Pause, don’t “Ummm…” Speak clearly. Don’t mumble. Stay focused. Don’t ramble. Avoid sarcasm, rage, bad words.5/4/2013Center on Policy Initiatives 20
Attitude and style matter. Smile. Breathe. Slow down. Appear calm and confident. Don’t fidget or wave your arms. Look up. Make eye contact. Use a relaxed and friendly tone.5/4/2013Center on Policy Initiatives 21
City Council processWhat to expect when your item comes up:1. City staff presentation2. Public testimony – organized presentations3. Public testimony – individuals called by name4. Councilmembers speak5. Councilmembers vote5/4/2013Center on Policy Initiatives 22
Get ready to testify Bring brief notes on your main points. Dress however you feel confident. Arrive on time. Fill out a speaker slip. Sit near the front so you can easilyget to the podium. Listen respectfully. They can see you.5/4/2013Center on Policy Initiatives 23
You’re up!• Start with your name and neighborhood.• Try to talk from the heart, rather than reading.• Look up at friendly councilmembers.• Speak up, but don’t yell.• Don’t be flustered when time is up. Have yourwrap-up statement ready.• If questioned, it’s fine to say “I don’t know.”5/4/2013Center on Policy Initiatives 24
Practice in small groups1. Take a few minutes to review andpractice your message. Cut it to 1 minute.2. Deliver it to the City Council (played byothers in your practice group).3. Receive honest, constructive feedback.5/4/2013Center on Policy Initiatives 25Thank you!www.onlineCPI.org/campaigns/community-budget-alliance
If you can’t go in personCouncil President Todd Gloria, 619-236-6633, email@example.comCouncil President Pro Tem Sherri Lightner, 619-236-6611, firstname.lastname@example.orgCouncilmember Kevin Faulconer, (619) 236-6622, email@example.comCouncilmember Mark Kersey, (619) 236-6655, firstname.lastname@example.orgCouncilmember Lorie Zapf, (619) 236-6616, email@example.comCouncilmember Scott Sherman, (619) 236-6677, firstname.lastname@example.orgCouncilmember David Alvarez, (619) 236-6688, email@example.comCouncilmember Marti Emerald, (619) 236-6699, firstname.lastname@example.org/4/2013Center on Policy Initiatives 26
Budget hearing dates:5/4/2013Center on Policy Initiatives 27
Thank you!www.onlineCPI.org/campaigns/community-budget-alliance5/4/2013Center on Policy Initiatives 28