framing our message: developing a media strategy facilitator: serena garcia nonprofit communications...
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Framing Our Message: Developing a Media StrategyFacilitator: Serena Garcia
Nonprofit Communications ConsultantJanuary 24, 2013
Developing Your Communications Strategy
SMARTYour communication strategy should be:
SpecificMeasurableAttainableRealistic
Time-Specific
Communications Decisions
identify your vision, broad goal and objective (informative, persuasive)
Vision
(What are your intentions?)
Woodhull Sexual Freedom Alliance’s Family Matters project is
dedicated to advancing, respecting and protecting the fundamental human right to family by eliminating discrimination based
on family structure and relationship choices.
Broad goal(What do you want to achieve over the long term?)
Woodhull recognizes the diversity of family in the United States and our goal is to
protect our fundamental human right to family by eliminating discrimination based
on family structure and relationship choices.
Objective(What’s the measurable step you need to accomplish within the next 12 months to move toward your goal?)
Pass 2013 legislation to ensure same-sex couples in this state have the right to legal
marriage.
Context
Internal Scan: What staff, resources, and tools? Access to in-house research or other knowledge to
support your strategy?
External Scan: Present state of debate on your issue? Other partners? Obstacles?
Define Your PositionWhere are you/your organization in the debate?
Frame: there is no discussion about the issue of the fundamental human right to family
Amplify: the debate has been set in motion and terms favorable to your objective, discussion is going well about same-sex parenting
Reframe: losing the debate, so it’s time to switch gears by intersecting right to family with Human Rights
Strategic Choices
defining audiences (community, legislators)
messaging (sharing knowledge, building will, reinforcing action)
message delivery (influencers, decision makers)
ThemeDefine how you will approach messaging with each audience.
Select a theme that springs from your audience’s values
Examples:
o Every Child Deserves a Family.o Marriage Matters: They are Committed.
So are We.
AudiencesWho is your audience?
Where are they on your issue?Are they ready for:
being informed of an issue, building will, call to action
Important! These two are not audiences:-general public
-media
MessagingDevelop your points:
The value message.The barrier message.
The ask.The vision message.
MessagingTarget your audiences narrowly:
Segment them demographically, geographically, by age, etc.Reach them according to
segmentation
MessagingCommunity: Message to them intersectionally. Share similarities instead of differences. Select audiences that are willing to
publicly show their support. Tell them you want them to care about
and what you want them to do. Do not demonize!
MessagingLegislators: Focus on the greatest influencer and
those with the most access to decision makers.
Create shared values. Offer hope for change. Build bridges. Be careful about pushing guilt or fear.
Communications activities
Tactics
When do you need to use:
Talking points Media kits Media releases Media alerts Fact sheets Press conferences
Communications activities
Tactics
Talking points are meant to give people a quick and easy way of staying on track to address specific issues.
Communications activities
Good Talking Points: Clear and Concise
If you only want people to say one thing, what is it? Put it in the first bullet.- Organize it with sub-bullets. - Your main point needs support.- Avoid being lengthy or burying your lead.- And people think in three's.
Anticipate what the press will ask / opposition will say and pre-empt.- You don't need talking points for happy news.- Something bad or controversial has happened.- Be upfront about it.
Communications activities
Talking Points
http://www.thetaskforce.org/downloads/resources_and_tools/TalkingPointsonMarriage.pdf
Communications activities
Tactics
Why media kits are important:
A media kit brings together information and articles that could be of interest to the media, sponsors, donors, and others
Elements of a media kit - http://www.agohq.org/events/pdf-mrk/part_1/ElementsofaPressKit.pdf
Communications activities
TacticsWhy media releases are important:
Provides framing/reframing, 5 w’s & h, includes relevant quotes
Call to action - legislatorshttp://www.familyequality.org/news__media/2012/08/28/1394/family_equality_council_calls_on_candidates_lawmakers_to_endorse_lgbt_family_values_platform
Support for actionshttp://www.familyequality.org/news__media/2012/07/20/1378/family_equality_council_praises_rule_change_extending_health_benefits_to_children_of_federal_employees_in_domestic_partnerships
Communications activities
Components of a Media Release
http://www.ereleases.com/prfuel/components-of-a-press-release/http://www.ngltf.org/press/releases
Components of a Media Alerto Consists of 5 w’s & h with a short outline of a newsworthy
event or announcement
http://www.sos.wa.gov/library/libraries/projects/outreach/docs/2006/media_alert.pdfhttp://www.ngltf.org/activist_center/action_alerts
Communications activities
Tactics
Why fact sheets are important:
A summation of your issue to a specific audience It is generally one or two pages and includes 5
w’s & h
http://www.naswdc.org/diversity/lgb/SameSex-FactSheets.pdfhttp://www.ngltf.org/reports_and_research/fact_sheets
Communications activities
Tactics
Using fact sheets with legislators:http://www.aauw-il.org/PDFs/how_write_fact_sheet.pdf
Using fact sheets with the media:Tips - email it immediately before interview requests or provide a link from your website, provide a hard copy during events
Communications activities
Press Conferences
Whether you need to publicize an event, deliver an important message or warn the public about an
emergency, press conferences are a tactic to ensure you get attention.
Examples:
http://ctb.ku.edu/en/tablecontents/sub_section_tools_1066.aspx
http://thetaskforceblog.org/2012/06/05/speaking-out-against-stop-frisk-racial-profiling/
Communications activities
Twitter Link to newsworthy events, relevant issues Tweet during the moment of an activity Follow – 60 % retweet, 30 % convo and response
engagement, 10 % ask – action Use it to research, gain support, get new ideas, survey
people Isolate conversations with hash tags Use date of activity in your hash tag to review past
activity #topicdate Follow others with shared interests Balance the number of followers and people you follow
Communications activities
Facebook Use FB for storytelling to express human interest Encourage feedback and interaction Encourage actions (join, give, write, post) Encourage viewers to post their activities Support allies and partners Grow online mobilization base Show milestones accomplished Praise people for being active and supportive
Communications activitiesEmails Ask people for their emails as a courtesy Build your database with supporters Create engaging informative pieces and asks Always use cause-focused photos/videos Be specific about what you want them to do Tell them how their support will help your cause Create sense of urgency for asks Include links to other social media/websites Use active language in subject line
Communications activities
Other Tactics Meetings Websites Newsletters Press conferences Letters Phone calls Cell phone text campaigns Paid advertising
Communications activities
TacticsTimelines/Tasks
Backtrack from your intended deadline Create attainable timelines Assign tasks to various people
Measurement
Outputs o generating more news articles with your message
o participants attended
Outcomeso behavior changes
o decision making changeso attitude changes
References
National Gay and Lesbian Task ForceWoodhull Alliance-Family Matters Project
Family EqualitySpitfire
American Association of University WomenNational Association of Social Workers
Community Tool BoxSlideshare
Nonprofit Technology ConferenceLibraries of Washington State
One Seo CompanyEreleases