Communications Communications OverviewOverview

Communications

The National Democratic Institute

INTRODUCTIONS/INTRODUCTIONS/GROUND RULESGROUND RULES

• Introductions• Ground Rules• Ice Breaker Exercise

Photo: Amy Hamelin , NDI

COMMUNICATIONS COMMUNICATIONS OVERVIEW OVERVIEW OBJECTIVESOBJECTIVES

• 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 COMMUNICATIONS OVERVIEW TOPICSOVERVIEW 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 TERMSKEY TERMS• Communication• Message • Other terms?

Photo: Shiho Fukada for the New York Times

EFFECTIVE EFFECTIVE COMMUNICATIONCOMMUNICATION

Communication is two-way: • Talking• Listening

Sender Receiver

Feedback

Message

REAL LIFE REAL LIFE COMMUNICATIONSCOMMUNICATIONS

Noise

Sender Receiver

Feedback

Message

Noise

POLITICAL POLITICAL COMMUNICATIONSCOMMUNICATIONS

Message

Feedback

Volunteers

Media Receiver

Sender Noise

EXERCISE: TelephoneEXERCISE: 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 COMMUNICATIONS STRATEGYSTRATEGY

• 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?

• Define goals• Identify and analyze

target audience• Develop message • Identify messengers• Choose delivery

tools

Photo: Amy Hamelin, NDI

COMMUNICATIONS COMMUNICATIONS STRATEGYSTRATEGY

What Is Your Goal?What Is Your Goal?

• What are you trying to achieve?• How will you know if you’ve

reached your goal?

Who is Your Target Who is Your Target Audience?Audience?

• Whose support do you need to achieve your goal?

THE MESSAGE PYRAMIDTHE MESSAGE PYRAMID

THE MESSAGE PYRAMIDTHE MESSAGE PYRAMIDCorrectedCorrected

TARGET AUDIENCETARGET AUDIENCE Choosing the right target audience

means aiming for the middle

1111

Audience Spectrum

Neutral/mildly

supportive

2222 3333 55554444

Disinterested or

Mildly interested

Firmly Opposed True Believer Supporter

Target Audience

Preaching to the choir or engaging your enemies is often unproductive.

“persuadables”

AUDIENCE ANALYSISAUDIENCE ANALYSIS• Know what they like, dislike, and think

is important• Identify language relevant to your

audience

EXAMPLEEXAMPLE

Successful communication:•Why does it matter for parents and kids?

Ineffectivecommunication:• Specifics of the

courses• How parliament

would decide

Bill on study of civics or religion in public schools

MESSAGEMESSAGE• Single idea/theme• Your values• What you repeat over and over• What you want people to remember• How you connect with and

persuade peopleWhy am I asking for your support?

CHARACTERISTICS OF AN CHARACTERISTICS OF AN EFFECTIVE MESSAGEEFFECTIVE MESSAGE

• Clear and concise

• Compelling

• Contrasting

• Connected

• Consistently delivered

YOUR MESSAGEYOUR 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.”

MESSAGE CONTENTMESSAGE CONTENT• Choose words that mean something• Message must have emotional appeal

Photo: www.wallpaperswide.com

MESSAGE CONTENTMESSAGE CONTENT

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

STAYING ON MESSAGESTAYING ON MESSAGE• Repeat, repeat, repeat• Think before you speak• Reject attacks and loaded questions

It’s okay to:Pause and collect your thoughtsSay “I don’t know, but…”Check your notesNot answer the question

It’s okay to:Pause and collect your thoughtsSay “I don’t know, but…”Check your notesNot answer the question

WORDS, VOICE, BODY WORDS, VOICE, BODY LANGUAGELANGUAGE

BODY LANGUAGEBODY LANGUAGE

• Eye contact• Posture/stance• Hand gestures• Smile!

Photo: NDI

EXERCISEEXERCISE

Create a message that is:

• Clear and concise • Compelling • Contrasting • Connected

Photo: Amy Hamelin for NDI

WRITING A SPEECHWRITING A SPEECH

• Write like you speak• Outline form• Avoid technical terms• Structure:

MESSENGERSMESSENGERS

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

MESSENGERSMESSENGERS

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

DELIVERY TOOLSDELIVERY 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

DELIVERY TOOLSDELIVERY TOOLS

• Which delivery tool? • “Medium is the message”• Find your audience where they

already ‘live’WorkplacesCommunitiesOnline

PRINT AND ELECTRONIC PRINT AND ELECTRONIC MEDIAMEDIA

• Newspapers• Magazines

• Television• Radio

Photo: A. Elwallani for NDI Photo: Sanja Gjenero for rgbstock.com

BENEFITS OF SOCIAL BENEFITS OF SOCIAL MEDIAMEDIA

• Increase visibility

• Promote accountability

• Mobilize/engage

citizens

• Foster policy debate

• Network

• Increase awareness

• Conduct advocacy

• Facebook• Twitter• YouTube• Personal/

organization website

COMMON SOCIAL MEDIA COMMON SOCIAL MEDIA SITESSITES

GAINING MEDIA ATTENTIONGAINING MEDIA ATTENTION

• Supply photos, sound clips, video

• Appeal to their audiences

• Tell a “newsworthy” story

• Link to current news

MEDIA BIASMEDIA BIAS

• Gender discrimination and sexism in coverage

• Unequal air time

CONCLUSIONCONCLUSION

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