HOW TO REACH YOUR AUDIENCE

1
HOW TO REACH YOUR AUDIENCE

• The Easy Way

2
YOU ARE ALREADY A GREAT COMMUNICATOR

• Union Activist
• Parent/Family Member
• Sports/Music Enthusiast
• Church/Synagogue
• Community Activist
• Concerned Citizen

3
You ALREADY Know Your Audience

• Your Family
• Your Community
• Political/Community Leaders
• Local Celebrities
• News Media
• Your Fellow Union Members
• Your Agency
• Other Agencies

4
Push the Easy Button
5
EASY DOES IT

• Determine Your Goal
• Make Your Goal Universal
• Develop a One-Page Plan
• Develop a two-sentence (or less) Message
• Get Your Message or Idea to Your Audience
• Bring More People into Your Sphere of INFLUENCE!!

6
Keep Your Message Simple

• Limit your message to one issue
• Make it a sales pitch
• Create a message that appeals to the majority
• Dont preach to the choir
• Dont over think/Use background materials
• Make a message that anyone you just met would
  understand easily

7
YOU HAVE THE POWER!!!!
8
Your Easy ButtonPlan

• Who are You Meeting/ Trying To Reach ?
• What is Your Goal?
• What Does The Other Person (Persons) Want ?
• Is There a Time Element Involved?
• Can You Reach a Joint Resolution OR
• Do You Have to Sale the Issue?

9
Selling The Issue The Drama Factor

• What Makes This Issue Compelling, Exciting Enough
  for Your Audience to Care?
• What Your Audience Can Do to Support the Issue or
  Help Get the Message Out?
• Convey a Sense of Timeliness and Urgency?

10
TACTICS To Reach Your Audience

• In-person One on One Communication
• Telephone
• Lunch/Breakfast Meeting
• Press Release/Flyer/Pamplet
• Newsletter/Advertisements
• Internet
• Stage an Event/Protest

11
Event Planning The News Conference

• Brainstorm!! Determine What Message/Idea Will
  Draw Reporters to Your Event (The Drama Factor)
• Put Together Your EBP
• Include a Timeline
• Get a Committee
• Create a Media List
• Set the Time That Will Get the Most Reporters to
  Your Event
• Send out a Save the Date Card for Internal
  Audience
• Logistics
• Determine Speakers/Refreshments/Rainy Day Plan
• Keep It Simple!!

12
Press Release or Media Alert???

• You Dont Have to Do Both
• But Both Should Include An Element of

13
DRAMA!!!!
14
Your Press Release

• One Page
• Catchy Headline
• Convey a Sense of Urgency
• Tell the Story in the First Paragraph
• Emphasize Your Credentials/Why Are You Telling
  This Story
• Use Quotes From Credible Sources

15
Your Media Alert

• The Drama Factor
• The Catchy Headline
• Where, When, Who, Why
• Contact Information After Hours
• Link to your web site or AFGE web site for
  Additional Information

16
KEEP IT SIMPLE

• Get HELP!!
• AFGE Communications Department
• Public Relations Expert in Your Town/City
• College/University PR Department
• The AFGE Web Site
• Aboutpublicrelations.com
• International Labor Communications Assn.

17
Additional Tools/Tactics

• Local newsmakers and opinion leaders
• Presidents of local third party groups eg.
  NAACP/Fraternities/Sororities/Church/Synagoge
• Your Central Labor Council
• Speaking engagements at universities/colleges
• The Internet