A Look at ASTPHNDs Key Messages KEY MESSAGES
- Slides: 46
A Look at ASTPHND’s Key Messages KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
Under the microscope: ✔ ✔ ✔ ✔ What are key messages? How were ASTPHND’s key messages developed? How are the messages structured? Internalizing the messages Practical recall tips and techniques Examples of how you can use them Questions? KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
What Are Key Messages? KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
A definition: Key messages are a set of messages that encapsulate the most marketable and valuable aspects of an organization, helping the organization convey those concepts in a consistent and effective manner. KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
What do key messages do? ✔ Communicate your brand ✔ Highlight your strengths and value ✔ Describe your organization’s objectives ✔ Connect with your target audience KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
Key messages must be: ✔ Simple, direct and concise ✔ Believable and supported with evidence ✔ Easily understood by stakeholders ✔ Distinctive (demonstrate advantages) ✔ Positive in tone and content KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
Why did ASTPHND develop key messages? ✔ Bring clarity to its communications efforts ✔ Create consistency in messaging – one voice ✔ Help consultants communicate effectively ✔ Help members communicate with others ✔ Help everyone stay on point KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
How are key messages used? ✔ Verbal Communication ✔ Presentations, meetings, introductions, interviews and other professional exchanges ✔ Written Communication ✔ Business writing including articles, professional papers, grants, letters and fundraising ✔ Marketing & public relations efforts including news releases, web content, social media and marketing materials KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
Development of ASTPHND’s Key Messages KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
How did we arrive here? ✔ Analyzed association’s work and offerings ✔ Analyzed committee work ✔ Analyzed strategic plan ✔ Conducted member interviews KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
Distilling the work into: ✔Essence of offerings ✔Overarching themes or categories ✔Association’s value propositions KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
Fine-tuning the language: ✔ Ensure positive attributes ✔ Avoid repetition ✔ Avoid jargon ✔ Underwent several drafts ✔ Reviewed by board and others KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
Structuring ASTPHND’s Key Messages KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
Best architecture for ASTPHND: ✔ Main Key Messages ✔Contain 7 general statements about the association ✔Tabular format ✔Numeration of messages ✔ Supporting Bullets ✔Offer evidence and examples to support the main key messages ✔ 1 -3 supporting bullets per message KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
Key message breakdown: ✔ Page 1 - Messages 1 -4 ✔ define the association and its membership ✔ Page 2 - Messages 5 -7 ✔ define the association’s value propositions KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
Why use this format? ✔ Clarity of thought ✔ Ease of use ✔ Flexibility ✔ Situational effectiveness KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
Internalizing ASTPHND’s Key Messages KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
Messages 1 -4: Just the facts! ✔ Type of organization ✔ Type of members ✔ Type of work ✔ ASTPHND’s history ✔ ASTPHND’s size ✔ Members’ work KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
#1: ASTPHND is a non-profit membership organization comprised of public health nutritionists and related professionals. KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
What does this message tell us? ✔Type of organization ✔“Non-profit membership organization” ✔Type of members ✔“Comprised of public health nutritionists and related professionals” KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
#2: ASTPHND promotes the value of public health nutritionists. KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
What does #2 tell us? ✔What ASTPHND does ✔“ASTPHND promotes the value of public health nutritionists” KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
#3: For over 60 years, ASTPHND has been developing and empowering leaders in public health nutrition. KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
What does #3 tell us? ✔Historical context ✔“For over 60 years” ✔Further refines what it does ✔“ASTPHND has been developing and empowering” ✔Distinguishes membership ✔“leaders in public health nutrition” KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
#4: ASTPHND’s 250 -plus members work to achieve health equity related to nutrition and physical activity practices in their communities and states. KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
What does #4 tell us? ✔Scope of organization ✔“ASTPHND’s 250 -plus members” ✔Type of member work ✔“Work to achieve health equity related to nutrition and physical activity practices” ✔Where the work is done ✔“in their communities and states” KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
Messages 5 -7: value propositions ✔ Deliverables to members ✔Professional development ✔Platform for professional interaction ✔Strengthening outcomes in public health KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
#5: ASTPHND helps its members become better public health nutritionists through key resources and professional development. KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
What does #5 tell us? ✔Describes outcome: ✔“helps members become better public health nutritionists” ✔Describes assn products and services: ✔“key resources and professional development” KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
#6: ASTPHND facilitates beneficial peer support and interaction that encourages the sharing of innovative ideas. KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
What does #6 tell us? ✔Introduces social platform ✔“facilitates beneficial peer support and interaction” ✔Describes important deliverable ✔“encourages the sharing of innovative ideas” KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
#7: ASTPHND builds strategic partnerships with government agencies and other organizations for successful outcomes in public health. KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
What does #7 tell us? ✔Describes outreach work ✔“builds strategic partnerships with government agencies and other organizations” ✔Describes goal of work ✔“for successful outcomes in public health” KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
Practical Recall Tips and Techniques KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
How do you remember? ✔Plan in advance ✔Internalize — don’t memorize ✔Exposure — refer to messages often ✔Bridge concepts for fluidity ✔Cheat a little! KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
Advance planning ✔Determine audience ✔Determine what will connect ✔Keep it simple ✔Use supporting bullets situationally KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
Internalize the meaning ✔Approach we’ve just reviewed ✔Memorize main points only ✔Word-for-word reduces believability ✔Use your words ✔Use supporting bullets situationally KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
Exposure ✔Recite out loud ✔Call yourself ✔Write on post-it notes ✔Master consistency KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
Bridge concepts ✔Connect messages ✔Create emphasis where you want it ✔Practice your bridging KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
Create your own cheat sheet ✔Use the template ✔Write in your words ✔Create meaningful prompts ✔Add visuals KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
Using the template KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
Examples of How To Use Key Messages KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
Introducing ASTPHND at an Action for Healthy Kids Meeting ✔ ✔ ✔ Plan ahead Use internalization for recall Determine value proposition Create and review your cheat sheet Practice, practice KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
Create sharing opportunities ✔ Request informational exchanges ✔ Share in small groups ✔ Contribute to articles ✔ Volunteer for interviews ✔ Volunteer as a presenter KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
Conclusion ✔Key messages give you the seeds to be more: ✔Effective ✔Impactful ✔Stronger ✔Tailored ✔Consistent KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
Thank you! Questions? KEY MESSAGES WEBINAR FOR ASTPHND LIAISONS • FEBRUARY 11, 2013
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