A Digest of Fenton Communication’s 2013 Presentation to the SSN Leadership Retreat Prepared by...
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Transcript of A Digest of Fenton Communication’s 2013 Presentation to the SSN Leadership Retreat Prepared by...
![Page 1: A Digest of Fenton Communication’s 2013 Presentation to the SSN Leadership Retreat Prepared by Emily Shaw for the SSN-Maine Summer Planning Meeting.](https://reader035.fdocuments.in/reader035/viewer/2022062412/5a4d1b0a7f8b9ab05998a6aa/html5/thumbnails/1.jpg)
MEDIA ENGAGEMENTA Digest of Fenton Communication’s 2013 Presentation to the SSN Leadership Retreat
Prepared by Emily Shaw for the SSN-Maine Summer Planning Meeting
![Page 2: A Digest of Fenton Communication’s 2013 Presentation to the SSN Leadership Retreat Prepared by Emily Shaw for the SSN-Maine Summer Planning Meeting.](https://reader035.fdocuments.in/reader035/viewer/2022062412/5a4d1b0a7f8b9ab05998a6aa/html5/thumbnails/2.jpg)
PLANNING PERSUASIVE COMMUNICATION
![Page 3: A Digest of Fenton Communication’s 2013 Presentation to the SSN Leadership Retreat Prepared by Emily Shaw for the SSN-Maine Summer Planning Meeting.](https://reader035.fdocuments.in/reader035/viewer/2022062412/5a4d1b0a7f8b9ab05998a6aa/html5/thumbnails/3.jpg)
START WITH STRATEGY, NOT TACTICSEvaluate the current discourseIdentify your goalIdentify your audienceChoose an appropriate frameDevelop a resonant message
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QUESTION 1: CURRENT DISCOURSEHow are people (policymakers, media actors, activists) currently talking about your issue?
![Page 5: A Digest of Fenton Communication’s 2013 Presentation to the SSN Leadership Retreat Prepared by Emily Shaw for the SSN-Maine Summer Planning Meeting.](https://reader035.fdocuments.in/reader035/viewer/2022062412/5a4d1b0a7f8b9ab05998a6aa/html5/thumbnails/5.jpg)
QUESTION 2: YOUR OBJECTIVESWhere would you like to move current discourse about your issue?
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QUESTION(S) 3: AUDIENCEWho is your audience? Who do you have leverage with? Which audiences are most influential on policy outcomes?
Is your audience thinking about these issues?
![Page 7: A Digest of Fenton Communication’s 2013 Presentation to the SSN Leadership Retreat Prepared by Emily Shaw for the SSN-Maine Summer Planning Meeting.](https://reader035.fdocuments.in/reader035/viewer/2022062412/5a4d1b0a7f8b9ab05998a6aa/html5/thumbnails/7.jpg)
QUESTION 4: FRAMINGWhat is the most effective way to frame your message for this audience?
![Page 8: A Digest of Fenton Communication’s 2013 Presentation to the SSN Leadership Retreat Prepared by Emily Shaw for the SSN-Maine Summer Planning Meeting.](https://reader035.fdocuments.in/reader035/viewer/2022062412/5a4d1b0a7f8b9ab05998a6aa/html5/thumbnails/8.jpg)
QUESTION 5: RIGHT MESSAGEWhat is the most effective message to use?
Base this on: what is our common point of agreement (a “common value.”)
![Page 9: A Digest of Fenton Communication’s 2013 Presentation to the SSN Leadership Retreat Prepared by Emily Shaw for the SSN-Maine Summer Planning Meeting.](https://reader035.fdocuments.in/reader035/viewer/2022062412/5a4d1b0a7f8b9ab05998a6aa/html5/thumbnails/9.jpg)
USING NARRATIVE STRUCTURE
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THE POWER OF STORIESEmotion is an important route to persuasion through triggering empathy
Use language and visuals to increase the impact
Be selective with data – use it to enhance your storyLabeling information as a “fact” increases critical thinking and skepticism
![Page 11: A Digest of Fenton Communication’s 2013 Presentation to the SSN Leadership Retreat Prepared by Emily Shaw for the SSN-Maine Summer Planning Meeting.](https://reader035.fdocuments.in/reader035/viewer/2022062412/5a4d1b0a7f8b9ab05998a6aa/html5/thumbnails/11.jpg)
FENTON “STORYTELLING” STRUCTURE1) Common value: What can we all get behind?2) Barrier: What prevents the realization of that value?3) Solution: How do you resolve it?4) Vision: Where can we get to if we implement the solution?
An “elevator speech” – provides an entry point.
![Page 12: A Digest of Fenton Communication’s 2013 Presentation to the SSN Leadership Retreat Prepared by Emily Shaw for the SSN-Maine Summer Planning Meeting.](https://reader035.fdocuments.in/reader035/viewer/2022062412/5a4d1b0a7f8b9ab05998a6aa/html5/thumbnails/12.jpg)
EXAMPLEValue
Barrier
Solution
Vision
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YOU TRY IT!Media exercise