This document provides guidance on developing effective messages to influence audiences. It discusses defining the key issue, creating draft primary and secondary messages to address the issue, testing the messages with audiences, and refining the messages based on feedback. The document also covers optimal timing and methods for distributing messages, such as tying messaging to relevant events and distributing through both direct channels to audiences and indirectly through media outlets. Specific tips provided include choosing the right day and time for press conferences, preparing necessary materials, and following up after the event. The overall message is to carefully craft communications strategies to reach audiences when they are most receptive.

1. Developing your Message
What do you want to say?

2. Messages
Public-specific • Separated into Primary & Secondary

3. Put it before them briefly so they
will read it, clearly so they will
appreciate it, picturesquely so
they will remember it, and above
all, accurately so they will be
guided by its light.
- Joseph Pulitzer
“
“ “

4. Sound bite statements that capture what you need
the public to do & appeal to its self-interest.Two-
four per public.
Primary Messages
Bulleted details that contain facts, testimonials,
examples & other persuasive arguments that support
the primary message
Secondary Messages
vs.

5. How to change behavior by changing brain chemistry

6. Developing your
1. Define the issue
2. Create draft messages
3. Test the draft messages
4. Refine the messages
5. Test the final messages
6. Adjust the final messages
message

7. Message Distribution
Timing & Distribution Options

8. Capturing the Aperture Moment
Audience
Aperture: Hitting your
audience with your message
at the best possible time &
place for maximum effect.
Message

9. Consumers can text their weight-
loss goals via short code
"newyou" and have them
displayed on the Nasdaq billboard
during the month of January 09
Special K “Wake-Up Call”
Campaign

10. Late Dec./early January: NewYear's resolutions
February: V-Day,American Heart Month
May: - National High Blood Pressure Education Month
- American Stroke Month
- Mother's Day
- Women's Health Week
Sept.: National Cholesterol Education Month
The Best Time
Tie-in with observance/event that connects to your issue
Issue:Women’s Heart Health

12. The Best Place
Where should you expose them to your message?
Where can you find them?
Desired Outcome
Eat healthier
Stop smoking
Switch to a hybrid
Recycle old computer
Donate to kids’ charity
Optimal Place
Fast food place
Smoker’s lounge
Car dealer/at Edmund’s
Store that sells new ones
Ice cream parlor

13. The Best Distribution
How will you get your message to your audience?
Distributed directly to the audience
• direct mail
• social media
Distributed indirectly through the media
• press release
• pitch letter
• press conference
• interview

14. The News Conference
1. Rationale for holding one
• subject, media turnout, cost
2. Advance preparations
3. On-spot handling
4. Follow-up activities

15. Necessary Advance Preparations
• Deciding on a site
• Deciding on a time
• Preparing an invitation
• Preparing a program
• Preparing a press kit
• Deciding on food & drink

16. Choosing the right time
Good:Tuesday,Wednesday,Thursday
Not so good:
Monday: blues problem
Friday: delay problem
Start: 9:30 - 11:00
End: Noon - 2:00 pm

17. Conference Follow-up
• Check attendees against RSVP list
• Deliver press kits to media who RSVPed
but didn’t attend
• Clarify questions that weren’t clarified
• Write a memo about what went right
& what went wrong