Getting the Message Out

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Getting the Message Out
Principles of Effective Communications
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Workshop Objectives

• Learn principles of effective
  communications
• Know how to get our message out

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Why does effective communications matter?
Text Slide Option 1

• Communicate our message
• Keep members aware and engaged
• Recruit new members
• Build our power
• 
  

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Core communications principles
Be Strategic

• Know your target audience
• Frame the issue
• Move the undecided

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Know your audience
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Move the undecided
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Effective Messages Are
Text Slide Option 2

• Clear Easy to understand
• ConciseCore message should be three sentences
• Credible Message should be believable
• Consistent Repeat the message until it sinks in

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Tone is important
What do you think about the tone?
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Better Jobs and a Stronger Voice!
Be Positive Be Constructive
Vote AFSCME
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Knowledge Check

• 1. Which of the following is an effective
  communications principal?
• a. Know the target audience
• b. Frame your message
• c. Move the undecided
• d. All of the above
• 2. Why is it more effective to frame the message
  for a specific target audience?
• a. Because some people like to be called by their
  first name.
• b. We are more likely to be successful if we
  frame our message to appeal to the values of the
  target audience.
• c. It is not more effective to frame our message
  for specific audiences.
• d. None of the above.
• 3. What are the four Cs of effective messages?
• a. Clear, concise, credible, and consistent.
• b. Communication can consume campaigns.
• c. Crisp, candid, cautious, and cunning.

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Answers

• 1. Answer d. All of the above
• o Know the target audience
• o Frame your message
• o Move the undecided
• 2. Answer b. We are more likely to be successful
  if we frame our message to appeal to the values
  of the target audience. When we properly frame a
  message it should persuade the audience by
  appealing to their values and needs.
• 3. Answer a. Clear, concise, credible and
  consistent.

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Workshop Objectives

• Learn principles of effective
  communications
• Know how to get the message out

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Written materials are a good tool
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A guide to more effective materials

• Know the target audience.
• Put workers out front.
• Write about issues that matter.
• Move people to take action.

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Know your audience
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Put our stories out front
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Write about issues that matter
Workers out front
Audience employees
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Move workers to action
Make one ask
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Tips for written materials
One message
Come up with a good headline
Show and tell
Lead with most Important info
Give breathing space
Five foot rule
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Tips for written materials
Use graphs, charts, news articles
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Tips for written materials
Establish whats at stake for the community
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The Big Donts

• Say no to Jargon
• Our MOU guarantees

• Avoid third-party language
• What has the union done for me?

• Dont use too much text Within this
  environment, AFSCME fought to keep positions, and
  maintain funding for pay and benefits. From the
  beginning of the legislative session AFSCME
  argued for a flat dollar amount raise instead of
  the 2 increase that was submitted. If all the
  money for the raise were divided among all
  employees it would have mean 964 .

Dont make promises
The Union Guarantee
A Vote Yes More
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Effective CommunicationsWhen we fight, we win
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For More Information
AFSCME Public Affairs ? afscmepa_at_afscme.org ?
202-429-1145
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