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Developing and Communicating  an Effective Message
Message   = Core argument of Campaign or  Organizing  Effort <ul><li>It answers the question  “Why?” </li></ul><ul><ul><ul...
<ul><li>Message   ≠   A slogan </li></ul><ul><li>Message   ≠   10-point plan </li></ul>
Message  ≠ Clever Words and Logos
Message = A conversation What makes for a good conversation? V.
An Effective Message is: <ul><li>C redible </li></ul><ul><li>C oncise </li></ul><ul><li>R elevant </li></ul><ul><li>C ompe...
Audience First Message Second
An Effective Message is:  Credible <ul><li>Content   – what we say  </li></ul><ul><li>Messenger   – who says it </li></ul>
Content is Important –  Messenger Matters, Too Bush v. Obama
 
An Effective Message is:   Compelling to  your audience
“ I don’t represent the big oil companies, I don’t represent the big pharmaceutical companies, I don’t represent the Enron...
Example: Sean Duffy (R) – 2010 WI 7 th   Compelling Messages are Personal Bringing the Ax to DC Get America Rolling Again
An Effective Message is:   Concise and Clear  (and free of jargon)
“ de-linking compensatory funding from the basic per-pupil funding formula” …  is  concise  but  not clear
An Effective Message is:  Contrasting (and offers a choice)
Elections are Defining the Opponent: Anti-Whitman: Echo Anti-Specter: Switch
Message is Values Based “Too many progressives make the mistake of believing people are galvanized around ten-point progra...
Message Box What we are saying  about ourselves What we are saying about them What they are  saying about us What they are...
Example 2010:  Democrats v Republicans Dem on Dem Democrat Positive Msg  Dem on Rep Democrat Negative Msg  Rep on Rep Repu...
Example: 2010 Democrats v. Republican 2010  We’ ve made real progress given the worst financial crisis in decades (and it ...
Successful grassroots campaign message: People feel that the campaign reflects their  interests  and  values , and they  t...
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Message

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Message

  1. 1. Developing and Communicating an Effective Message
  2. 2. Message = Core argument of Campaign or Organizing Effort <ul><li>It answers the question “Why?” </li></ul><ul><ul><ul><ul><li>Why does it matter? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Why should I care? </li></ul></ul></ul></ul>
  3. 3. <ul><li>Message ≠ A slogan </li></ul><ul><li>Message ≠ 10-point plan </li></ul>
  4. 4. Message ≠ Clever Words and Logos
  5. 5. Message = A conversation What makes for a good conversation? V.
  6. 6. An Effective Message is: <ul><li>C redible </li></ul><ul><li>C oncise </li></ul><ul><li>R elevant </li></ul><ul><li>C ompelling </li></ul><ul><li>C ontrasting </li></ul>
  7. 7. Audience First Message Second
  8. 8. An Effective Message is: Credible <ul><li>Content – what we say </li></ul><ul><li>Messenger – who says it </li></ul>
  9. 9. Content is Important – Messenger Matters, Too Bush v. Obama
  10. 11. An Effective Message is: Compelling to your audience
  11. 12. “ I don’t represent the big oil companies, I don’t represent the big pharmaceutical companies, I don’t represent the Enron's of this world, but you know what, they already have great representation in Washington. It’s the rest of the people that need it.” -- Paul Wellstone 2002 Campaign Speech
  12. 13. Example: Sean Duffy (R) – 2010 WI 7 th Compelling Messages are Personal Bringing the Ax to DC Get America Rolling Again
  13. 14. An Effective Message is: Concise and Clear (and free of jargon)
  14. 15. “ de-linking compensatory funding from the basic per-pupil funding formula” … is concise but not clear
  15. 16. An Effective Message is: Contrasting (and offers a choice)
  16. 17. Elections are Defining the Opponent: Anti-Whitman: Echo Anti-Specter: Switch
  17. 18. Message is Values Based “Too many progressives make the mistake of believing people are galvanized around ten-point programs. They are not! People respond according to their sense of right and wrong. They respond to a leadership of values.” -- US Senator Paul Wellstone
  18. 19. Message Box What we are saying about ourselves What we are saying about them What they are saying about us What they are saying about themselves
  19. 20. Example 2010: Democrats v Republicans Dem on Dem Democrat Positive Msg Dem on Rep Democrat Negative Msg Rep on Rep Republican Positive Msg Rep on Dem Dem Negative Msg
  20. 21. Example: 2010 Democrats v. Republican 2010 We’ ve made real progress given the worst financial crisis in decades (and it would have been worst if Republicans were in charge). Two years ago they drove the car off the cliff – don ’t give the steering wheel back to them. And by the way they are social extremists and will kill social security. We can do it better and focus on what works for you = jobs, jobs, jobs (+ lower taxes and less intrusive government). They promised hope and change – how is it working for you? Obama = failed promise - failed change – failed big government and no jobs.
  21. 22. Successful grassroots campaign message: People feel that the campaign reflects their interests and values , and they take action based on that belief! Summary

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