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Crafting and Communicating Your Asset Building Message

Crafting and Communicating Your Asset Building Message Rourke O’Brien Policy Analyst, Asset Building Program New America Foundation obrien@newamerica.net 202-986-2700 2008 Assets Learning Conference September 11-13, 2008 Washington, DC Why get the word out?

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Crafting and Communicating Your Asset Building Message

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  1. Crafting and Communicating Your Asset Building Message Rourke O’Brien Policy Analyst, Asset Building Program New America Foundation obrien@newamerica.net 202-986-2700 2008 Assets Learning ConferenceSeptember 11-13, 2008 Washington, DC

  2. Why get the word out? • Opportunity to share our good work • Increased awareness of programs/policies • Local community more engaged • Potential clients aware of resources available to them • Current and potential funders see your work and its impact • Potential to affect public policy and public opinion • May help secure or increase funding • Promotes “Asset Building” concept as an organizing framework for social policy and programs. New America Foundation ♦ Asset Building Program

  3. How do we get the word out? • Engaging the Mainstream Media • Pitching an article to a local, regional or national paper or interest magazine • Writing your own article, oped, or letter to the editor. • Contacting local television and radio news outfits about potential special interest pieces. • Using the web • Websites, list serves, digital newsletters • Coalition building • Blogs New America Foundation ♦ Asset Building Program

  4. Pitching A Story • Question to Consider • Who is your audience? • What are you trying to communicate? • Does it have news energy? • Connect it to a recent event, anniversary, milestone • TV, Radio, Newspaper, Community interest magazines/papers/newsletters New America Foundation ♦ Asset Building Program

  5. Writing and Placing an Oped • Pick the news outlet you want to target • What is the typical length/writing style? • Do they publish pieces by anyone or those with a fancy title/background? • Do they tend to be more public policy focused or general commentary? • Find a hook – what gives the piece news energy • Local, regional or national event • Major change in public policy • Building on related articles in the news • Note a letter to the editor is a direct reaction to a previously printed article/news piece New America Foundation ♦ Asset Building Program

  6. Writing and Placing an Oped • Write like you are having a conversation with someone who have no prior knowledge on the topic • Avoid Jargon • Instead of “assets” use “wealth” or “savings” • Be specific, deliberate and to the point • Avoid elaborate metaphors or academic citations – Tell a story! • Appeal to broad themes and values • Personal responsibility, Economic Security • Submit the article with the proper context (who you are, why you feel its relevant, etc.) • Don’t Give Up! New America Foundation ♦ Asset Building Program

  7. Using the Web Basic communication • Create a website for your organization (if you haven’t already) • Build a list serve of folks who may be interested in receiving updates Engaging the Blogosphere • Create your own blog, or comment on others An update of recent happenings Commentary/Analysis http://www.newamerica.net/blog/ladder Connecting with similar organizations • Coalitions (asset building and other) to share ideas/best practices http://communitiesconnect.wikispaces.com/Statewide+Asset+Building+Coalition • Issue oriented groups to track legislation, advocate for change, etc. New America Foundation ♦ Asset Building Program

  8. Crafting and Communicating Your Asset Building Message Rourke O’Brien Policy Analyst, Asset Building Program New America Foundation obrien@newamerica.net 202-986-2700 2008 Assets Learning ConferenceSeptember 11-13, 2008 Washington, DC

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