1. Your Story, Your Message Creating a Foundation for Policy and Other Communications Communications Workshop Center on Aging and Community Indianapolis, IN June 24, 2009 John Beilenson

2. 1.Why messaging 2.Messaging 101 3.Getting sticky 4.Discussion Contents

3. Why Messaging? 1

4. WHY101STICKY Good Things in Small Packages Condensed time frames, shorter attention spans Distillation (without inaccuracy) Rediscovering the “Beginner’s Mind”

5. Messaging 101 2

6. WHY101STICKY Start with the environment: What’s going on?

7. WHY101STICKY Who are you dealing with?

8. WHY101STICKY What is a Message? A message is a clear, concise statement or set of statements that describes a position, opinion or point of view.

9. WHY101STICKY Message Challenges Complexity Jargon Opacity/abstraction Lack of emotion “Off key”

10. WHY 101STICKY Distillation/Translation: From Chartbook to Release AdvantAge National Data Survey and Results (2004) News release A Tale of Two Older Americas: Community Challenges and Opportunities”…reveals that the story of older adults in America is really two stories. On the one hand, a “fortunate majority” are really thriving. The other older America, a frail fraction (as much as 20 or 30% on many measures), however, is struggling.

11. WHY 101STICKY Distillation/Translation: From Indicator to Message AdvantAge Survey Indicator % of people 65+ who want to remain in their current residence and are confident they will be able to afford to do so Possible Messages There is no place like home. Contrary to popular beliefs, older people aren’t looking to retire to far away places, but are happy where they are. Seniors struggle to stay put. Although 9 out of 10 older adults would prefer to remain in their current home, as many as X% say they are not confident they can.

12. WHY 101STICKY Distillation/Translation: From Indicator to Message AdvantAge Survey Indicator % of people 65+ who volunteer in the community Possible Messages We need you. Our community’s problem’s are big; the need is great. We need more older adults who can make a difference and leave a legacy of caring and commitment. Do good, live well. Like a healthy diet and exercise, volunteering is a key component to living well longer.

13. WHY 101STICKY Distillation/Translation: From Budget Position to Valentine (!) NYS/NYC Budget Proposals (2003) 1-page Valentines

14. WHY 101STICKY Distillation/Translation: From Survey to Release NCOA Re-Forming Healthcare Survey (2009) 1.Chronic care is the central challenge of American health care today. 2.…the system is not working for many people with chronic illness, particularly those with multiple problems. 3.We need to re-form the system for people with chronic conditions. 4.Americans with chronic conditions want to take control of their health, and there are proven “life care” programs that can help. 4 Messages

15. WHY 101STICKY Distillation/Translation: From Legislation to Summary 60-page legislation “Retooling the Health Care Workforce for an Aging America Act of 2008” 2-page summary from Senator’s office …[the act] aims to expand education and training opportunities in geriatrics and long-term care for licensed health professionals, direct care workers and family caregivers…

16. WHY 101 STICKY Crafting Your Message A good message* completes the following four statements: The one thing your audience needs to know is… The reason this is important to this audience is… What this audience should do is… It is urgent for this audience to act now because… * Courtesy of Valerie Denney, Denney Communications

17. WHY101STICKY Distillation/Translation Exercise Imagine an audience that you will be talking/communicating with in the next few weeks or months about your AdvantAge/NNORC/Communities for a Lifetime or related work. Use the worksheet to answer the following: The one thing your audience needs to know is… The reason this is important to this audience is… What this audience should do is… It is urgent for this audience to act now because…

18. Getting Sticky 3

19. WHY 101STICKY What messages stick with you?

20. WHY 101STICKY Sticky Messages* Simple Unexpected Concrete Credible Emotionally resonant Story attached * Heath, C and Heath D. Made to Stick: Why Some Ideas Survive and Other Die. New York: Random House, 2007.

21. WHY 101STICKY Sticky Messages Simple Unexpected Concrete Credible Emotionally resonant Story attached

22. WHY 101STICKY Sticky Messages Simple Unexpected Concrete Credible Emotionally resonant Story attached

23. WHY 101STICKY Sticky Messages Simple Unexpected Concrete Credible Emotionally resonant Story attached

24. WHY 101STICKY Sticky Messages Simple Unexpected Concrete Credible Emotionally resonant Story attached

25. WHY 101STICKY Sticky Messages Simple Unexpected Concrete Credible Emotionally resonant Story attached

26. WHY 101STICKY Sticky Messages Simple Unexpected Concrete Credible Emotionally resonant Story attached

27. WHY 101STICKY Sticky Messages “The nation should commit itself to achieving this goal, that before this decade is out, of landing a man on the moon and returning him safely to earth.” “It’s the economy, stupid.” “Guided Care is like having a nurse in the family.” “Health is the first word in health care reform.” Can you write a message that really sticks?

28. WHY 101STICKY Getting Sticky – An Exercise Review your message –Can it be shorter, simpler? –Can it feel more surprising? Is there an unusual data point you might use? –Can you use an example, analogy or metaphor to make it more concrete? –Is it credible? –Can it connect with your audience’s emotions, values, belief systems more effectively? –What is a single powerful story to tell that brings this to life?

29. Discussion 4

30. Thank You! John Beilenson jbeilenson@aboutscp.com 610.687.5495 www.aboutscp.com