how to make messaging work for you
TRANSCRIPT
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Susan ReinhardAARP Senior Vice President
Linda Wright MooreRWJF Senior Communications Officer
2http://campaignforaction.org/webinars
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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
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Join the Campaign’s Online Community
www.campaignforaction.org/community
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