Communications Overview Communications The National Democratic Institute INTRODUCTIONS

Communications Overview Communications The National Democratic Institute

INTRODUCTIONS/ GROUND RULES • Introductions • Ground Rules • Ice Breaker Exercise Photo: Amy Hamelin , NDI

COMMUNICATIONS OVERVIEW OBJECTIVES • To develop a basic understanding of key concepts related to communications • To learn the importance of an effective communications strategy and its main components

COMMUNICATIONS OVERVIEW TOPICS • Understanding effective communication and related challenges • Communications strategy • • Set a goal Identify and analyze target audience Develop and convey a message Identify messengers and delivery tools

KEY TERMS • Communication • Message • Other terms? Photo: Shiho Fukada for the New York Times

EFFECTIVE COMMUNICATION Communication is two-way: • Talking • Listening Message Sender Receiver Feedback

REAL LIFE COMMUNICATIONS Message Sender Noise Feedback Receiver

POLITICAL COMMUNICATIONS Message Sender Volunteers Noise Media Feedback Noise Receiver

EXERCISE: Telephone • • Stand up and form a circle One person originates a message Whisper message to person on your right Last person in circle repeats it out loud

COMMUNICATIONS STRATEGY • • • What is your main message? Why should people listen? Whose support do you need? What messages will persuade them? How and when will you reach them? Who are your best messengers?

COMMUNICATIONS STRATEGY Photo: Amy Hamelin, NDI • Define goals • Identify and analyze target audience • Develop message • Identify messengers • Choose delivery tools

What Is Your Goal? • What are you trying to achieve? • How will you know if you’ve reached your goal?

Who is Your Target Audience? • Whose support do you need to achieve your goal?

THE MESSAGE PYRAMID 1% Directly involved 11% Engaged generally in Politics 15% Informed Public 73% Mass Audience

THE MESSAGE PYRAMID Corrected 73% Mass Audience 15% Informed Public 11% Engaged generally in Politics 1% Directly involved

TARGET AUDIENCE Choosing the right target audience means aiming for the middle Target Audience Spectrum 1 2 3 “persuadables” Firmly Opposed Disinterested or Neutral/mildly supportive Mildly interested 4 5 Supporter True Believer Preaching to the choir or engaging your enemies is often unproductive.

AUDIENCE ANALYSIS • Know what they like, dislike, and think is important • Identify language relevant to your audience

EXAMPLE Bill on study of civics or religion in public schools Ineffective communication: • Specifics of the courses • How parliament would decide Successful communication: • Why does it matter for parents and kids?

MESSAGE • • • Single idea/theme Your values What you repeat over and over What you want people to remember How you connect with and persuade people Why am I asking for your support?

CHARACTERISTICS OF AN EFFECTIVE MESSAGE • Clear and concise • Compelling • Contrasting • Connected • Consistently delivered

YOUR MESSAGE • Remember the 27 -9 -3 Rule: Ø 27 words Ø 9 seconds Ø 3 points “I think it’s time for a change: time to support our schools, time to address government corruption, time to bring jobs back to our town. ”

MESSAGE CONTENT • Choose words that mean something • Message must have emotional appeal Photo: www. wallpaperswide. com

MESSAGE CONTENT • Don’t teach/lecture • Convey confidence • Tell a story

STAYING ON MESSAGE • Repeat, repeat • Think before you speak • Reject attacks and loaded questions It’s okay to: ü Pause and collect your thoughts ü Say “I don’t know, but…” ü Check your notes ü Not answer the question

WORDS, VOICE, BODY LANGUAGE

BODY LANGUAGE • • Eye contact Posture/stance Hand gestures Smile! Photo: NDI

EXERCISE Create a message that is: • Clear and concise • Compelling • Contrasting • Connected Photo: Amy Hamelin for NDI

WRITING A SPEECH • • Write like you speak Outline form Avoid technical terms Structure: Tell them what you will tell them Then, tell them Summarize what you told them

MESSENGERS The right person to deliver the message is as important as the right words.

MESSENGERS • Use real, relatable people • Use credible people • Trustworthiness and sincerity are key

DELIVERY TOOLS • Door-to-door canvassing • Newsletter or other mailings • Campaign posters • Public forums • Emails • Newspaper columns • Weekly radio programs • Person to person events • Television ad • Press release

DELIVERY TOOLS • Which delivery tool? • “Medium is the message” • Find your audience where they already ‘live’ ØWorkplaces ØCommunities ØOnline

PRINT AND ELECTRONIC MEDIA • Newspapers • Magazines Photo: Sanja Gjenero for rgbstock. com • Television • Radio Photo: A. Elwallani for NDI

BENEFITS OF SOCIAL MEDIA • Increase visibility • Promote accountability • Mobilize/engage citizens • Foster policy debate • Network • Increase awareness • Conduct advocacy

COMMON SOCIAL MEDIA SITES • • Facebook Twitter You. Tube Personal/organization website

GAINING MEDIA ATTENTION • • Supply photos, sound clips, video Appeal to their audiences Tell a “newsworthy” story Link to current news

MEDIA BIAS • Gender discrimination and sexism in coverage • Unequal air time

CONCLUSION • • • Goal setting Audience identification and analysis Message content Public speaking tips Messengers Delivery tools • Print and electronic media • Social media • Media bias