Presentation on theme: "DEVELOPING COMMUNICATION MESSAGES TO ACHIEVE ADVOCACY OUTCOMES E NATIONAL WOMENS’ ALLIANCES WORKSHOP."— Presentation transcript:
DEVELOPING COMMUNICATION MESSAGES TO ACHIEVE ADVOCACY OUTCOMES E NATIONAL WOMENS’ ALLIANCES WORKSHOP
INFLUENCING IS ABOUT COMMUNICATING
* AIM IS TO CHANGE THE WAY PEOPLE PERCEIVE THE ISSUE SO THEY CHANGE THE WAY THEY THINK – AND THEN ARE PREPARED TO SUPPORT/ACT
MESSAGE * IS NOT restating our objective * IS NOT an imperative * IT IS A CONVINCING ARGUMENT makes our case in a way that is compelling to Actor
MAKE MESSAGE ABOUT THEM MAKE MESSAGE ABOUT THEM! It is easier to motivate someone around something they already believe Find an emotional connection that touches an existing belief
“ The fool tells me his reasons. A wise man persuades me with my own.” Aristotle
CORE MOTIVATIONS Altruism, ‘Greater Good’, Fairness Power, Standing, Ambition, Winning Reputation, Saving Face Money Guilt, Shame Security, Health, Family Time Fear Love, Hatred Ideology
WHY HAVENT THEY ALREADY ACTED? LACK OF AWARENESS? LACK OF MOTIVATION? CLASH WITH VALUES OR BELIEF SYSTEM?
What are their motives to STAY with present ? What motivates them in GENERAL? What can motivate them to CHANGE? What do we want them to do? How will us saying it influence what they will hear? How can we make our voice heard ABOVE EVERYTHING ELSE?
MAKE MESSAGE ABOUT THEM LIST CONCRETE BENEFITS FOR THEM
THEN CLARIFY WHAT EXACTLY WE WANT THEM TO DO? ‘ THE ASK’
SUPPORT WITH PROOF
REPEAT, REPEAT, REPEAT
8 ‘C’S OF CLEAR COMMUNICATION CREDIBILITY CONTEXT CONTENT/CONNECTION CLARITY CONTINUITY CONSISTENCY CHANNELS CAPABILITY OF AUDIENCE
THE ‘D’S OF YOUR OPPONENT’S COMMUNICATION DEFLECT DELAY DENY DISCOUNT DECEIVE DIVIDE DULCIFY (APPEASE) DISCREDIT DESTROY DEAL DONE