how to make messaging work for you

Susan ReinhardAARP Senior Vice President

Linda Wright MooreRWJF Senior Communications Officer

2http://campaignforaction.org/webinars

Natalia Barolin Susan LamontagneProject Director

IQ Solutions, Inc.

CFA Communications Team

Senior Media Strategist

IQ Solutions, Inc.

CFA Communications Team

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http://campaignforaction.org/resource/how-use-campaign-messages

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• Press Releases

• Presentations, Meetings

• Media Events

• Op-Eds, Letters to Editor

• Marketing Materials

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• Your main point

• What you want people to remember

• 2-3 words or sentences that make “your case”

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• Reach your audience

• Shape coverage

• Differentiate from competitors

• Generate support

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• Who is your audience?

• Do they understand the words or phrases you

are using?

• How do they relate to your message?

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Hospital

Leadership

Funders Member of

Congress

Media

Measurable

Results

Mission,

Goals

Constituents,

Reelection

News

Safety,

medical

errors, costs

New

approach,

solution

Policy

change

Good story

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• Too complex

• Not in context

• Audience cannot or does not relate

• Messenger gets in the way

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• Clear

• Concise

• Contrasting

• Convincing

• Consistent

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• Our nation faces pressing health care challenges…we can

address these – now – by maximizing the role of nurses.

• As the largest segment of the health care workforce and the ones who spend

the most time with patients, nurses are vital to the successful transformation

of health care.

• The Campaign for Action is working to improve health care

through nursing.

• We are working to make sure patients get the care they need, when and

where they need it.

• To meet growing health care demands/challenges, we need to

change how nurses are educated, trained, and practice.

• The success of this effort will depend on … stakeholders to come together to

expand access, improve quality, and contain costs.

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• What is the campaign?

• What does it do?

• Why does it matter?

Role Play: Summarize your work in 2-3 sentences.

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Press *1 on your telephone

to ask a question or provide a comment

Join the Campaign’s Online Community

www.campaignforaction.org/community

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