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Communications Overview Communications

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

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Communications Overview Communications

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  1. Communications OverviewCommunications The National Democratic Institute

  2. Introductions/Ground rules • Introductions • Ground Rules • Ice Breaker Exercise Photo: Amy Hamelin , NDI

  3. 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

  4. 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

  5. Key Terms • Communication • Message • Other terms? Photo: Shiho Fukada for the New York Times

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

  7. REAL LIFE COMMUNICATIONS Noise Message Sender Receiver Feedback

  8. POLITICAL COMMUNICATIONS Message Noise Noise Volunteers Receiver Sender Media Feedback

  9. 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

  10. COMMUNICATIONS STRATEGY • Whatis your main message? • Whyshould people listen? • Whosesupport do you need? • What messages will persuade them? • How and whenwill you reach them? • Who are your best messengers?

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

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

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

  14. THE MESSAGE PYRAMID

  15. THE MESSAGE PYRAMIDCorrected

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

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

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

  19. 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?

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

  21. YOUR MESSAGE • Remember the 27-9-3 Rule: • 27 words • 9 seconds • 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.”

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

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

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

  25. WORDS, VOICE, BODY LANGUAGE

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

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

  28. WRITING A SPEECH • Write like you speak • Outline form • Avoid technical terms • Structure:

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

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

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

  32. DELIVERY TOOLS • Which delivery tool? • “Medium is the message” • Find your audience where they already ‘live’ • Workplaces • Communities • Online

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

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

  35. COMMON SOCIAL MEDIA SITES • Facebook • Twitter • YouTube • Personal/organization website

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

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

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

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