Communications Overview Communications
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Communications Communications OverviewOverview
Communications
The National Democratic Institute
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INTRODUCTIONS/INTRODUCTIONS/GROUND RULESGROUND RULES
• Introductions• Ground Rules• Ice Breaker Exercise
Photo: Amy Hamelin , NDI
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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
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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
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KEY TERMSKEY TERMS• Communication• Message • Other terms?
Photo: Shiho Fukada for the New York Times
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EFFECTIVE EFFECTIVE COMMUNICATIONCOMMUNICATION
Communication is two-way: • Talking• Listening
Sender Receiver
Feedback
Message
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REAL LIFE REAL LIFE COMMUNICATIONSCOMMUNICATIONS
Noise
Sender Receiver
Feedback
Message
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Noise
POLITICAL POLITICAL COMMUNICATIONSCOMMUNICATIONS
Message
Feedback
Volunteers
Media Receiver
Sender Noise
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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
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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?
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• Define goals• Identify and analyze
target audience• Develop message • Identify messengers• Choose delivery
tools
Photo: Amy Hamelin, NDI
COMMUNICATIONS COMMUNICATIONS STRATEGYSTRATEGY
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What Is Your Goal?What Is Your Goal?
• What are you trying to achieve?• How will you know if you’ve
reached your goal?
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Who is Your Target Who is Your Target Audience?Audience?
• Whose support do you need to achieve your goal?
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THE MESSAGE PYRAMIDTHE MESSAGE PYRAMID
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THE MESSAGE PYRAMIDTHE MESSAGE PYRAMIDCorrectedCorrected
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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”
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AUDIENCE ANALYSISAUDIENCE ANALYSIS• Know what they like, dislike, and think
is important• Identify language relevant to your
audience
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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
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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?
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CHARACTERISTICS OF AN CHARACTERISTICS OF AN EFFECTIVE MESSAGEEFFECTIVE MESSAGE
• Clear and concise
• Compelling
• Contrasting
• Connected
• Consistently delivered
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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.”
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MESSAGE CONTENTMESSAGE CONTENT• Choose words that mean something• Message must have emotional appeal
Photo: www.wallpaperswide.com
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MESSAGE CONTENTMESSAGE CONTENT
• Don’t teach/lecture• Convey confidence • Tell a story
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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
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WORDS, VOICE, BODY WORDS, VOICE, BODY LANGUAGELANGUAGE
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BODY LANGUAGEBODY LANGUAGE
• Eye contact• Posture/stance• Hand gestures• Smile!
Photo: NDI
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EXERCISEEXERCISE
Create a message that is:
• Clear and concise • Compelling • Contrasting • Connected
Photo: Amy Hamelin for NDI
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WRITING A SPEECHWRITING A SPEECH
• Write like you speak• Outline form• Avoid technical terms• Structure:
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MESSENGERSMESSENGERS
The right person to deliver the message is as important as the right words.
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MESSENGERSMESSENGERS
• Use real, relatable people• Use credible people• Trustworthiness and sincerity are key
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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
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DELIVERY TOOLSDELIVERY TOOLS
• Which delivery tool? • “Medium is the message”• Find your audience where they
already ‘live’WorkplacesCommunitiesOnline
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PRINT AND ELECTRONIC PRINT AND ELECTRONIC MEDIAMEDIA
• Newspapers• Magazines
• Television• Radio
Photo: A. Elwallani for NDI Photo: Sanja Gjenero for rgbstock.com
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BENEFITS OF SOCIAL BENEFITS OF SOCIAL MEDIAMEDIA
• Increase visibility
• Promote accountability
• Mobilize/engage
citizens
• Foster policy debate
• Network
• Increase awareness
• Conduct advocacy
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• Facebook• Twitter• YouTube• Personal/
organization website
COMMON SOCIAL MEDIA COMMON SOCIAL MEDIA SITESSITES
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GAINING MEDIA ATTENTIONGAINING MEDIA ATTENTION
• Supply photos, sound clips, video
• Appeal to their audiences
• Tell a “newsworthy” story
• Link to current news
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MEDIA BIASMEDIA BIAS
• Gender discrimination and sexism in coverage
• Unequal air time
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CONCLUSIONCONCLUSION
•Goal setting•Audience identification and analysis•Message content•Public speaking tips•Messengers•Delivery tools• Print and electronic media• Social media• Media bias