1. Effective Messaging: Making a Compelling Case for Performance Funding July 25, 2014 Greensboro, NC 0

2. www.ksaplus.com T he “4 I’s” of communications/engagement 1

3. www.ksaplus.com Distribution 2 Content

4. www.ksaplus.com Messaging: Listen first

5. www.ksaplus.com Messaging: Answer the 5 W’s 4 Who? Why? Where?When? What?

6. www.ksaplus.com Legislators Media Colleagues (“family first”) 5 Who?

7. www.ksaplus.com 6 Who? Prioritize the “moveable middle”

8. www.ksaplus.com Think (head) Feel (heart) Do 7 Be clear about your goals for each Who? What?

9. www.ksaplus.com Messages: Rational and emotional 8

10. www.ksaplus.com 9 Emotional Message Magic Rational Message Fun for the whole family Attributes Movies, parks, music, toys, etc. EXAMPLE

11. www.ksaplus.com Be clear about your values Access Quality ???

12. www.ksaplus.com New Different Better 11 What?

13. www.ksaplus.com The Power of 3

14. www.ksaplus.com What’s the problem we’re trying to solve? What’s in it for me? Bottom line: Why is this better for students? 13 Why?

15. www.ksaplus.com You need to translate 我們非常歡迎您的孩子在經過一夏天特別 忙碌的準備之後重新回到學校。在這個夏 天及過去幾天內，當我在學校視察時，看 到老師和學校的主管們一直在孜孜不倦地 工作著，確保您的孩子在接下來的一學年 中能夠享受到充滿魅力和挑戰的課堂生活 。 “ ” Estamos encantados de dar de nuevo la bienvenida a la escuela a su hijo tras un verano especialmente cargado de preparativos. Durante mis visitas a las escuelas a lo largo del verano y en los últimos días, he comprobado cómo profesores y directores trabajaban incansablemente para garantizarles un año escolar repleto de actividades interesantes y estimulantes para su hijo. “ ” ﺗﻴﺎرﻳﻮں ﺳﮯ ﺑﻬﺮے ﮨﻮﺋﮯ ﺧﺼﻮﺻﯽ ﻃﻮر ﭘﺮ اﻳﮏ ﻣﺼﺮوف ﻣﻮﺳﻢِﮔﺮﻣﺎﮐﮯ ﺑﻌﺪ ﮨﻢﺁپ ﮐﮯ ﺑﭽﮯ ﮐﺎ ﺳﮑﻮل ﻣﻴﮟ واﭘﺴﯽ ﭘﺮ اﺳﺘﻘﺒﺎل ﮐﺮﺗﮯ ﮨﻮﺋﮯ ﭘُﺮﺟﻮش ﮨﻴﮟ۔ ﭘﻮرے ﻣﻮﺳﻢِﮔﺮﻣﺎﻣﻴﮟ اور ﭘﭽﻬﻠﮯ ﮐﭽﻪدﻧﻮں ﻣﻴﮟ،ﻣﻴﮟ ﻧﮯ اﺳﺎﺗﺬﮦ اور ﺳﮑﻮل ﮐﮯ ﻗﺎﺋﺪﻳﻦ ﮐﻮ اﻧﺘﻬﮏ ﮐﺎمﮐﺮﺗﮯ دﻳﮑﻬﺎ ﮨﮯ ﻳہﻳﻘﻴﻨﯽ ﺑﻨﺎﻧﮯ ﮐﮯ ﻟﻴﮯ ﮐہﺁپ ﮐﮯ ﺑﭽﮯ ﮐﺎ ﺗﻌﻠﻴﻤﯽ ﺳﺎل ﻣﺸﻐﻮﻟﻴﺖ اور ﻣﺤﺮﮎ اﺳﺒﺎق ﺳﮯ ﭘُﺮ ﮨﻮ “ ”

16. www.ksaplus.com Make it personal, be specific “Such as… “For example…” “In our system…” “In my experience…”

17. www.ksaplus.com Be brief

18. www.ksaplus.com Celebrate success Progress on access “Momentum points”

19. www.ksaplus.com Be prepared Talking points Toughest questions Before/after…then/now comparisons

20. www.ksaplus.com Messaging ABCs for Media Interviews Agree Bridge Convince

21. www.ksaplus.com Finally…

22. www.ksaplus.com Messaging practice Craft messages. 5 minutes. Test messages. 5 minutes. Answer tough questions. 15 minutes. Share. 5 minutes.

23. Thank You Adam Kernan-Schloss adam@ksaplus.com