2. WHAT IS MESSAGING AND FRAMING?
• Messaging and framing is the art of
maximizing the persuasiveness of
your communications
3. WHAT YOU NEED TO UNDERSTAND
• Aristotle’s three modes of persuasion
• Ethos
• an appeal to ethics, and it is a means of convincing
someone of the character or credibility of the
persuader.
• Logos
• appeal to logic, and is a way of persuading an
audience by reason.
• Pathos
• emotion, and is a way of convincing an audience of
an argument by creating an emotional response.
4. NAME THE APPEAL
• "Better men than us have fought and died to preserve this great nation.
Now is our turn to return the favor. For God and country, gentlemen!"
6. NAME THE APPEAL
• "It’s a matter of common sense that people deserve to be treated
equally. The Constitution calls it ‘self-evident.’ Why, then, should I have
been denied a seat because of my disability?"
8. NAME THE APPEAL
• "My three decades of experience in public service, my tireless
commitment to the people of this community, and my willingness to
reach across the aisle and cooperate with the opposition, make me the
ideal candidate for your mayor."
11. WHAT TOOLS DO I HAVE?
• Press releases
• Social media
• Press Conferences/speeches
• Interviews
• Robocalls
• Website
• Commercials
• Emails
12. WHAT IS A PRESS RELEASE?
• A press release is a written statement to the media. It can announce a
range of news items, including scheduled events, personnel promotions,
awards, new products and services, sales accomplishments, etc.
• Fundamental tool of Public Relations
• City of Atlanta - Snow Storm
• Michelle Nunn
13. HOW TO WRITE A PRESS RELEASE (CONT)
• Write a good headline
• (NLC Atlanta Recognized as Chapter of the Year)
• Brief, clear, to the point
14. HOW TO WRITE A PRESS RELEASE (CONT)
• Write the body copy
• Write how you want it to appear in a news story
• Start with date and city
• Lead sentence should grab reader
• Body should be compact
• 1st paragraph should sum up the release, other content should elaborate
• Deal with actual facts
15. HOW TO WRITE A PRESS RELEASE
• Communicate the 5 w’s
• Who
• What
• When
• Where
• How
• Make it newsworthy!
16. MASTER THE FORMAT: INVERTED
PYRAMID
• First paragraph most important information
• Second and third paragraph(secondary information
including quotes and facts
• Boilerplate information
• contact information
• End with ###
• Put it on the web
19. ELEVATOR SPEECH
A 30 SECOND OVERVIEW OF AN INDIVIDUAL'S KNOWLEDGE,
SKILLS, AND ACCOMPLISHMENTS. THE TERM COMES FROM
THE TIME IT TAKES TO COMPLETE A NORMAL ELEVATOR
RIDE FROM THE TOP TO THE BOTTOM FLOOR. AN
"ELEVATOR SPEECH" IS AN OPPORTUNITY TO GET YOUR
POINT ACROSS IN A TIMELY MANNER; NAMELY, WHO YOU
ARE, WHAT YOU'VE ACCOMPLISHED, AND WHERE YOU HOPE
TO GO IN THE FUTURE.
