Communicating for Impact: Creating and Delivering Powerful Messages

1
Communicating for ImpactCreating and Delivering
Powerful Messages

• Diane Barry
• Communications Team Leader
• Kim Netter
• Communications Specialist

2
Communicating for
ImpactCreating and Delivering Powerful Messages

• Introduction / Goals
• Audience Analysis
• Message Development
• Presentation and Delivery

3
Introduction

• What is your communications objective?
• Multiple objectives
• Do you have a strategic communications plan?
• Advantage guides your activities and keeps them
  in sync

4
Goals

• Understand and practice audience analysis
• Understand and practice message development
• Understand and practice presentation and delivery
  strategies

5
Audience Analysis

• Who are they?
• What language do they speak?
• What motivates them to action?
• What do they know about you?
• Are there obstacles that need to be overcome?
• What do they need to know?
• What do they want to know?

6
Audience AnalysisActivity Description

• Divide into four groups and as a group
• Use Audience Analysis Tool
• Choose one program and define the audience for
  that particular program
• Choose a reporter

7
Audience Analysis

• Four Audiences
• Media
• Funders
• Potential Program Participants
• Community/Coalition Participants

8
Successful messages are

• Simple
• Can it break through clutter?
• Strike a chord with the audience
• Does it have immediate personal use?
• Repeated frequently
• Repeat 7 times to be heard

9
Build in Meaning.

• Use specific examples
• Reinforce key points
• Analogies
• Complex points can be clarified
• Social math
• Colorful words and cliches
• One liners

10
Strategic Message shaping

• Start with what they know
• Create a win-win
• Understand waves of attention
• Repetition at the beginning and end
• Avoid ALL jargon

11
Message Development

• Guiding Principle - Message Triangle
• What three things do you want to get across?

Problem Statement
Program Goal
Outcomes
12
Message Development

• SW2C
• What difference does it make?
• Why does it matter?
• Who should care?
• Why should they care?

13
Presentation Considerations

• What format is most likely to
• - best reach your audience?
• - best fit your message?
• Is your message complex?
• Do you need to control it?

14
Presentation Delivery

• Choose the right format to deliver message
• PowerPoint
• Community Report Card
• Interview
• Letter to the Editor
• Speech

15
Presentations to Groups

• Use PowerPoint, if possible
• Practice the technology - if necessary
• Use mix of key facts stories about people

16
Community Report Card

• Purpose
• Opportunity for collaboration
• Need for clarity
• Attract media attention

17
Media Interview

• Pitch your story idea
• Be clear about your purpose
• Know key reporters
• Know your facts repeat triangle
• Anticipate tough questions bridging
• Follow-up

18
Letter to the Editor

• Response to article
• Offer a new point
• Keep it brief
• Respond by email within 48 hours
• Advantage gets your organization visibility with
  little effort

19
Speeches

• Open with story
• Be clear about your goal
• Know your audience (analysis)
• Avoid jargon
• Ask them for action
• Look for follow-up opportunities

20
Messenger Considerations

• Choose individual who
• Has rapport and credibility with this audience
• Is articulate
• Is trained on 3-point Message

21
Message Presentation Delivery Activity

• In your original groups use completed audience
  analysis and
• Choose format
• Choose messenger
• Create message
• Choose someone to deliver message