This document provides guidance on effective communication strategies. It discusses defining goals and target audiences, developing a concise message statement, outlining delivery tools, anticipating negative attacks, and staying "on message." The key aspects are to identify the issues and your plans, and explain why you are best to address them. This involves considering your strengths and values compared to opponents. Filling out a "message box" can help compare positions and prepare responses. Language and repetition are also important to ensure the message is understood. With preparation, anticipated attacks can be addressed and the message consistently delivered through various channels.

1. Effective Communication
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Message,
Audience,
Messengers and Tools

2. 2
?

3. 3
?

4. Communication…
What does it mean to you?
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5. Communication…
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• Communication is a two-way effort
• It is talking AND listening
• Which is easier?
• Both are skills to be learned,
although we take each for granted

6. Communication…
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• How do we know what we want to
communicate?
• What do we really want to say?

7. • What you care about?
• What you want to say, every time you have the opportunity?
• What you want people to remember?
• How you connect with your audience?
• How you move people to your side?
• How you “win”?
Message or 3What & 3How

8. • Define goals
• Define target audience
• Develop a Message Statement
• Outline Delivery Tools
• Prepare for Negative Attacks
• Stay “on message”
Communication Planning Steps

9. What are you trying to achieve?
What is your goal?

10. Who is Your Target Audience?

11. • Your Base -- planning to support your
project/idea and will not change their minds
• Opponent Base -- planning to support your
opponents and will not change their minds
• Persuadable Voters -- currently undecided, and
will make up their minds based on successful
communication of your message
Types of People

12. • Your message is the heart of your
communications strategy
• Your message is the vision that motivates base
and wins persuadable voters
• 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 Statement

13. 9 Elements of an Effective Message
4. Convincing?
5. Attractive?
6. Truthful?
7. Important?
8. Powerful?
9. Relevant?
1. Clear?
2. Consistent?
3. Unique?

14. • 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?
• Complete Message Box exercise
• Use the right language for the right audience
• Test your message
Developing a Message Statement

15. Message
Members Money
otes
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Keep Resources
Always on Your Mind

16. 1. What issues are
important and why?
2. What you plan to do
about the issues?
3. Why you’re the best to do it?
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Message Keys

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Message
Making a Message
• Posters
• Leaflets
• Speeches
• Media
• Door to Door
• Newsletters
• Public Rallies
One
Message
Your Target Voter

18. Every issue identified can be classified into
one of the three following categories:
1. Goal Statements
2. Objective Statements
3. Strategy Statements
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Creating Message

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MESSAGE
Making a Message
Why issues are important?
What do you plan to do about issues?
Goals
Objectives
Strategies
Why is this issue important?
What is the value?
What will you accomplish to
meet your goals?
How will you achieve your
objectives?

20. Goals, Objectives and Strategies are closely related.
In order to have a full understanding of the important issues that will
be part of your message, you need to fill these three categories for all
the issues you have identified.
By defining what the goals, objectives and strategies are in your
issues, you will be defining the basic building blocks for your
message.
Outlining issues this way provides you with the answers to
the first two questions of a good message:
1. What issues are important and why?
2. What you plan to do about the issues?
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CONNECTING

21. The last question which needs to be answered in your message is:
3. Why you’re the best to do it?
Defining this clearing in your message requires you to think about
your party and its campaign in relation to other parties competing for
supporters. The best way to do this is to use the “message box”.
The message box allows you to compare the positions of your party
with your opposition. It provides you a means for thinking in advance
about what you wish to say in your campaign and what your
opposition may be saying.
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Why You?

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Why You?

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Making a Message
Why you’re the best to do it?
You on You
Goals
Objectives
Strategies
Your
Opposition
on
Themselves
You on
Your
Opposition
Your
Opposition
on You
What You
will say?
What You
may need
to Answer
Message Box

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YOU on YOU
Strategy and Goals
 Strength of our party
 Values, advantages,
virtue of our candidate
 Fulfilled promises
 Achieved goals and
results
YOUR OPPOSITION
on THEMSELVES
 Strength of their party
 Values, advantages,
virtue of their candidate
 Fulfilled promises
 Achieved goals and
results
YOU ON YOUR
OPPOSITION
 Bad results
 Unrealized promises
 Affairs
 Disadvantages of the
candidate
YOUR OPPOSITION
on YOU
 Bad results
 Unrealized promises
 Affairs
 Disadvantages of the
candidate
Y
O
U
R
S
T
A
N
D
N
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T
R
A
L
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Z
E
Y
O
U
R
S
T
A
N
D
N
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L
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Message Box

25. Message Box
Exercise

26. • Speak to the heart – use language that means
something to people
• Give laws & initiatives 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
The Importance of Language

27.  Repetition, Repetition, Repetition
 Make it relevant
 Use anecdotes to make key points
 Use language that lets the audience know you
understand their values
 Use language that reveals your core values, integrity
and honesty
 Confront and protect yourself from your negatives
through action, not just words
 Demonstrate the message through action
How to make sure your message
is heard through the noise

28.  Define goals
 Define target audience
 Develop a Message Statement
• Outline Delivery Tools
• Prepare for Negative Attacks
• Stay “on message”
Communication Planning Steps -
RECAP

29. People:
• Me
• Other focal points
• Journalists? Supporters?
Media:
• Newspaper, TV
What else?
What are your delivery tools?
Who are your messengers?

30. • 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
Prepare for negative attacks

31. Stay on
message!!!
Under Attack. . .

32. • Deny
• Admit with explanation
• Admit and apologize
• Admit, but say the opponent’s option
is worse
4 Ways to Handle Negative Attacks

33. • Have a brief, simple message statement
• Give it to everyone
• Memorize it
• Talk about ALL issues in light of the message
Techniques for Staying on Message

34. • Keep your message simple and
repeat it often
• If you’re not sick of your
message, you’re not saying it
enough
Say it Often

35. • Repetition is the key to persuasion!
Message

36. • Repetition is the key to persuasion!!
Message

37. • Repetition is the key to persuasion!!!
Message

38. • Repetition is the key to persuasion
Message
 7 times and people will
notice that you are
sending a message
 24 times and people
will know what is your
message and that it is
related to you

39. DR. MEHRABIAN’S RULE
93% of what people hear is not what you said, but how
you said it:
About 55% is the picture you create, facial expressions,
what is around you…
38% is tone of voice.
The last 7% is what you actually said!
Wow! Is that true?

40. 1. Open - Tell them what you are going to tell them
2. Body - Tell them
3. Close - Tell them what you told them
Preparing a speech

41. Tell them what you are going to tell them
• What is the purpose and the main objective(s)?
• Who is my audience and how will I tailor the
presentation to their needs?
• How will I establish credibility and grab their attention?
Open

42. Tell them
• How will I organize the body (chronological, topical, etc.)?
• What are the main points I want to get across?
• What examples or evidence do I have to support my main
points?
• How will I transition between my main points?
• How will I keep their attention?
• What questions do I anticipate they will ask?
• What visual aids will support my main ideas?
• Does the body support my opening?
• Does the body lead to a logical close?
Body

43. Tell them what you told them
• How will I summarize the main points?
• How can I tie the close back to the rapport statement
and agenda?
• What do I want/need the audience to do (action steps)?
Close

44. 1. Put the presentation in perspective; be realistic about
what you can achieve; remember, your audience
wants you to succeed.
2. Imagine a positive outcome--focus on the benefits for
your audience and for you.
3. Give yourself a pep talk. You can do it! You will
succeed!
4. Relax mentally and physically. (How will you do that?)
5. Pause and take a deep breath. Practice feeling
comfortable doing that.
10 Tips to Control Nervousness

45. 6. Choose the delivery position that makes you feel most
confident.
7. Plan what you will do to get a specific audience
response.
8. Talk directly to especially receptive and interested
individuals.
9. Keep your hands in a neutral relaxed position. If
necessary occupy your hands: hold notes, a visual aid
or a prop.
10. Use eye contact. One thought to one person.
DO: PLAN, PREPARE AND PRACTICE!
10 Tips to Control Nervousness

46. Exercise:
You will prepare a 30 sec speech using your
message to help reach your goal.
You have time to prepare and practice!
Let’s practice!

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