1. Communications Overview Communications Overview Communications The National Democratic Institute

2. INTRODUCTIONS/ GROUND RULES Introductions Ground Rules Ice Breaker Exercise Photo: Amy Hamelin, NDI

3. COMMUNICATIONS OVERVIEW OBJECTIVES To develop a basic understanding of key concepts related to communications To learn the importance of an effective communications strategy and its main components

4. COMMUNICATIONS OVERVIEW TOPICS Understanding effective communication and related challenges Communications strategy Set a goal Identify and analyze target audience Develop and convey a message Identify messengers and delivery tools

5. KEY TERMS Communication Message Other terms? Photo: Shiho Fukada for the New York Times

6. EFFECTIVE COMMUNICATION Communication is two-way: Talking Listening SenderReceiver Feedback Message

7. REAL LIFE COMMUNICATIONS Noise SenderReceiver Feedback Message

8. Noise POLITICAL COMMUNICATIONS Message Feedback Volunteers Media Receiver Sender Noise

9. EXERCISE: Telephone Stand up and form a circle One person originates a message Whisper message to person on your right Last person in circle repeats it out loud

10. COMMUNICATIONS STRATEGY What is your main message? Why should people listen? Whose support do you need? What messages will persuade them? How and when will you reach them? Who are your best messengers?

11. Define goals Identify and analyze target audience Develop message Identify messengers Choose delivery tools Photo: Amy Hamelin, NDI COMMUNICATIONS STRATEGY

12. What Is Your Goal? What are you trying to achieve? How will you know if you’ve reached your goal?

13. Who is Your Target Audience? Whose support do you need to achieve your goal?

14. THE MESSAGE PYRAMID 1% Directly involved 11% Engaged generally in Politics 15% Informed Public 73% Mass Audience

15. THE MESSAGE PYRAMID Corrected 73% Mass Audience 15% Informed Public 11% Engaged generally in Politics 1% Directly involved

16. TARGET AUDIENCE TARGET AUDIENCE Choosing the right target audience means aiming for the middle 11 Audience Spectrum Neutral/mildly supportive 22335544 Disinterested or Mildly interested Firmly OpposedTrue BelieverSupporter Target Audience Preaching to the choir or engaging your enemies is often unproductive. “persuadables”

17. AUDIENCE ANALYSIS Know what they like, dislike, and think is important Identify language relevant to your audience

18. EXAMPLE Successful communication: Why does it matter for parents and kids? Ineffective communication: Specifics of the courses How parliament would decide Bill on study of civics or religion in public schools

19. MESSAGE Single idea/theme Your values What you repeat over and over What you want people to remember How you connect with and persuade people Why am I asking for your support?

20. CHARACTERISTICS OF AN EFFECTIVE MESSAGE Clear and concise Compelling Contrasting Connected Consistently delivered

21. YOUR MESSAGE Remember the 27-9-3 Rule:  27 words  9 seconds  3 points “I think it’s time for a change: time to support our schools, time to address government corruption, time to bring jobs back to our town.”

22. MESSAGE CONTENT Choose words that mean something Message must have emotional appeal Photo: www.wallpaperswide.com

23. MESSAGE CONTENT Don’t teach/lecture Convey confidence Tell a story

24. STAYING ON MESSAGE Repeat, repeat, repeat Think before you speak Reject attacks and loaded questions It’s okay to: Pause and collect your thoughts Say “I don’t know, but…” Check your notes Not answer the question It’s okay to: Pause and collect your thoughts Say “I don’t know, but…” Check your notes Not answer the question

25. WORDS, VOICE, BODY LANGUAGE

26. BODY LANGUAGE Eye contact Posture/stance Hand gestures Smile! Photo: NDI

27. EXERCISE Create a message that is: Clear and concise Compelling Contrasting Connected Photo: Amy Hamelin for NDI

28. WRITING A SPEECH Write like you speak Outline form Avoid technical terms Structure: Tell them what you will tell them Then, tell them Summarize what you told them

29. MESSENGERS The right person to deliver the message is as important as the right words.

30. MESSENGERS Use real, relatable people Use credible people Trustworthiness and sincerity are key

31. DELIVERY TOOLS Newspaper columns Weekly radio programs Person to person events Television ad Press release Door-to-door canvassing Newsletter or other mailings Campaign posters Public forums Emails

32. DELIVERY TOOLS Which delivery tool? “Medium is the message” Find your audience where they already ‘live’  Workplaces  Communities  Online

33. PRINT AND ELECTRONIC MEDIA Newspapers Magazines Television Radio Photo: A. Elwallani for NDI Photo: Sanja Gjenero for rgbstock.com

34. BENEFITS OF SOCIAL MEDIA Increase visibility Promote accountability Mobilize/engage citizens Foster policy debate Network Increase awareness Conduct advocacy

35. Facebook Twitter YouTube Personal/organization website COMMON SOCIAL MEDIA SITES

36. GAINING MEDIA ATTENTION Supply photos, sound clips, video Appeal to their audiences Tell a “newsworthy” story Link to current news

37. MEDIA BIAS Gender discrimination and sexism in coverage Unequal air time

38. CONCLUSION Goal setting Audience identification and analysis Message content Public speaking tips Messengers Delivery tools Print and electronic media Social media Media bias