Telling Your Story How to communicate effectively about your issue

Why use strategic communications?  To create policies that promote asset building, you have to change minds.  Which minds depends on who makes policies:  Elected officials  Voters  Business leaders  Other interest groups How do we understand the minds that we are trying to change?

Who matters in making policy? VotersGovernor Policy Legisature Interest Groups

Ways to understand public opinion:  Polls and focus groups  These methods tell us about what people think  Cognitive science  This method tells us about how how people think This presentation will focus on cognitive science’s insights into advocacy communications.

What are frames?  Frames are parts of the brain that interpret meaning.  No one is a blank slate; we all carry around “conceptual baggage” to help us make sense of the world. Everyone has a frame, and some frames are more broadly shared than others.

Brain Cues Factory Home If I say “asset” to two different people, two different things might come to mind: The difference depends on how you frame “asset”.

Giving Your Frame Context  You probably want people to think of something like homeownership when you say “asset”.  But you can’t just say the word.  You must use cultural cues that make “asset” mean what you want it to mean. This is where you begin to tell a story that conveys your message.

Linking Values and Policies  Cognitive scientist George Lakoff explains three levels of messages: 1) Overarching values, like prosperity or pride 2) General issues, such as housing or taxes 3) Specific polices, like HUD or property tax policy To get your point across, you must link all three.

Asset Building Values?  How/why do Americans in the West value assets?  Creates a path to independence  They help us all achieve the American Dream  They create opportunities to build prosperity

Asset building solutions?  To make sure everyone has a shot at the American Dream, the state must invest in programs that help families build lasting assets like homes and retirement savings.  The opportunity to build a better future for your family depends on state policies that help families create prosperity.

Crafting a Narrative Staying on only one part of this chart loses your audience. Solutions Policies that promote saving, homeownership, etc. Issue Area Financial SecurityStrong Assets Values ProsperityOpportunity

Completing the Circle  So far we have:  You (core message)  Cultural narratives (values-policy connection)  But not your audience. Now we will discuss how to directly connect your message to public through cultural information.

Who are you talking to?  If we wanted to pass a state EITC who would we have to talk to?  Legislators  The Governor  Other advocates - ?

Who aren’t you talking to?  You might have identified a persuadable audience, but do you really think you can talk to everyone?  Some groups of people will never get on board your bus. Focus on the people you CAN move.

Adding Detail to Your Audience ID  You can dig deeper into the values and beliefs of your audience through these kinds of data:  Polls  Montana constitution and history  Census  American Community Survey  Department of Labor Employment Statistics Not everyone votes in their material self-interest, so these data can only take you so far.

Ways to Connect  Paid Media – Buying ads on the internet, TV, radio, in print, etc.  Lobbying – Speaking directly to decision makers. (Your public message still matters because elected officials answer to the public.)  Earned Media – Stories on your issue covered by a traditional reporter.  The Internet – Treated separately because you already have tools like an list, website, etc.

A Note About Spokespeople  Your core message is about your cause, candidate, and movement.  Unless you are a service recipient, the story is probably not about you personally.  For example, the public will believe doctors, nurses, or patients about health care before a professional activist. You might be the best spokesperson, but you should think critically about whether or not someone else is better.

Earned Media – Broadcast Media  Most people get their news through TV.  Stories that center on regular people reach more people, and make a deeper impact.

Earned Media – Print Media  Print media still matters because it is read by legislators and opinion leaders.  Op-eds and letters to the editor let you tell an un- distilled version of your story

Earned Media – The Internet  You already have the tools to tell your story the way you want to:  lists  A website  You might not have some of these effective tools:  Social media presence, e.g. – facebook and twitter  A blog

Call anytime! Chris Saeger Communications Director Montana Budget and Policy Center