Convincing the Council

How to speak up for what your neighborhood

needs from the City of San Diego budget

5/4/2013 1Center on Policy Initiatives

Susan Duerksen | Center on Policy Initiatives | May 4, 2013

Agenda

1. What to say: Tested messages in San

Diego on public spending and city

infrastructure

2. How to say it: Crafting strong

messages

3. How to wow them: Public speaking

mastery

4. Practice!

5/4/2013Center on Policy Initiatives 2

Fair public investment

5/4/2013Center on Policy Initiatives 3

Budget message themes

1. The value of City services and

infrastructure Prevailing attitude: “Trash collection, which sucks

$millions from the city budget...” -UT news story in March

2. Equity in spending for all

neighborhoods Some neighborhoods have been historically neglected.

Aversion to any new spending.

5/4/2013Center on Policy Initiatives 4

The power of your voice

• YOU are the expert on your

neighborhood.

• The City Council and staff work for you.

• The City budget is for you.

5/4/2013Center on Policy Initiatives 5

Effective messages on

infrastructure and services

Sources:

• Two polls of San Diego County registered voters commissioned by CPI, in April 2012 and August 2012.

• Americans for Tax Fairness national poll, June 2012

• California Labor Federation statewide online survey, Dec. 2011.

5/4/2013Center on Policy Initiatives 6

Most voters approve of infrastructure spending that:

Provides fairness for neglected

neighborhoods

Repairs roads, sidewalks and public

facilities that are in bad shape.

Is an investment in our future economy.

Key points on the value of city

services and facilities• City services and facilities are essential to

residents and businesses.

• Be specific: Schools, roads, water

lines, libraries, parks, police and fire stations.

• Our safety and quality of life depend on

quality public services.

5/4/2013Center on Policy Initiatives 7

Tested messages

1. Justice for neighborhoods that have

been neglected:

• “We must ensure every neighborhood in San

Diego gets a fair shake.”

• “It’s a sound investment in the future of our

city to repair the roads, sidewalks and

facilities like libraries and fire stations that

are in the worst shape.”

5/4/2013Center on Policy Initiatives 8

2. Fairness and opportunity:

• “San Diego’s quality of life needs to improve

for everyone, not just the people in wealthy

neighborhoods.”

• “Residents of some neighborhoods have

access to far better roads, parks and police

services than in other neighborhoods. If we

want all San Diegans to have an equal

opportunity at success, we need to make

fair investments in our city’s infrastructure.”

5/4/2013Center on Policy Initiatives 9

Tested messages, cont.

Tested messages, cont.

3. Smart investment for taxpayers:• “Badly needed investments in our city will

provide a strong foundation for our local

economy.”

5/4/2013Center on Policy Initiatives 10

• “The longer we wait to invest

in needed city repairs and

improvements, the more it

will cost all of us in the

future.”

Words and phrases that work:

Infrastructure spending

5/4/2013Center on Policy Initiatives 11

Message structureWhat works to reach people and persuade them

5/4/2013Center on Policy Initiatives 12

Message structure 1:

Values, Problem, Solution

1. First, connect with audience

values/emotions.

2. State your concerns (the problem).

3. Describe the solution with hope and

aspiration.

5/4/2013Center on Policy Initiatives 13

Example: Connect/Concern/HopeCONNECT: When I walk my dog Lulu around the neighborhood, I love to see the kids playing in the park and riding their bikes. I’ve watched many of them grow up since they were babies.

CONCERN: But I cringe every time I see the places where the sidewalk stops or it’s so rutted that they swerve their bikes out into the streets. And in the evening I worry about their safety in the park because there aren’t enough lights.

HOPE: That’s why I’m here today to ask you to make sure the sidewalks and the park are safe for those children, so I can continue to watch them growing and thriving. They are our future.

5/4/2013Center on Policy Initiatives 14

Message structure 2:

Message triangle

5/4/2013Center on Policy Initiatives 15

Main take-home message

Evidence or supporting

point

Evidence or supporting point

Evidence or supporting

point

Example:

Message triangle

5/4/2013Center on Policy Initiatives 16

We need fair investment in neglected public infrastructure.

Ensures that every neighborhood gets a fair shake

Provides a strong foundation for our local economy.

Improves our quality of life

Preparing your message

Think:

What do you want people to remember?

Why does it matter?

Write:

Keep it simple, honest and clear.

Add personal experience.

Use specifics – but be brief.

Avoid jargon. Use “kitchen table”

language.

5/4/2013Center on Policy Initiatives 17

Public Speaking MasteryHow to get your point across clearly

5/4/2013Center on Policy Initiatives 18

Prepare and practice! Write your message.

Tell your story, keeping it short and focused.

Practice . Practice again.

Time yourself.

Prepare 1-minute and 2-minute versions.

Practice a strong concluding sentence.

5/4/2013Center on Policy Initiatives 19

Speak effectively Be passionate!

But reasonable and rational.

Get to the point.

But don’t rush. Speak slowly.

Pause, don’t “Ummm…”

Speak clearly. Don’t mumble.

Stay focused. Don’t ramble.

Avoid sarcasm, rage, bad words.

5/4/2013Center on Policy Initiatives 20

Attitude and style matter.

Smile.

Breathe. Slow down.

Appear calm and confident.

Don’t fidget or wave your arms.

Look up. Make eye contact.

Use a relaxed and friendly tone.

5/4/2013Center on Policy Initiatives 21

City Council process

What to expect when your item comes up:

1. City staff presentation

2. Public testimony – organized presentations

3. Public testimony – individuals called by name

4. Councilmembers speak

5. Councilmembers vote

5/4/2013Center on Policy Initiatives 22

Get ready to testify

Bring brief notes on your main points.

Dress however you feel confident.

Arrive on time.

Fill out a speaker slip.

Sit near the front so you can easily

get to the podium.

Listen respectfully. They can see you.

5/4/2013Center on Policy Initiatives 23

You’re up!

• Start with your name and neighborhood.

• Try to talk from the heart, rather than reading.

• Look up at friendly councilmembers.

• Speak up, but don’t yell.

• Don’t be flustered when time is up. Have your

wrap-up statement ready.

• If questioned, it’s fine to say “I don’t know.”

5/4/2013Center on Policy Initiatives 24

Practice in small groups1. Take a few minutes to review and

practice your message. Cut it to 1 minute.

2. Deliver it to the City Council (played by

others in your practice group).

3. Receive honest, constructive feedback.

5/4/2013Center on Policy Initiatives 25

Thank you! www.onlineCPI.org/campaigns/community-budget-alliance

If you can’t go in person

Council President Todd Gloria, 619-236-6633, toddgloria@sandiego.gov

Council President Pro Tem Sherri Lightner, 619-236-6611, sherrilightner@sandiego.gov

Councilmember Kevin Faulconer, (619) 236-6622, kevinfaulconer@sandiego.gov

Councilmember Mark Kersey, (619) 236-6655, markkersey@sandiego.gov

Councilmember Lorie Zapf, (619) 236-6616, loriezapf@sandiego.gov

Councilmember Scott Sherman, (619) 236-6677, scottsherman@sandiego.gov

Councilmember David Alvarez, (619) 236-6688, davidalvarez@sandiego.gov

Councilmember Marti Emerald, (619) 236-6699, martiemerald@sandiego.gov

5/4/2013Center on Policy Initiatives 26

Budget hearing dates:

5/4/2013Center on Policy Initiatives 27

Thank you!

www.onlineCPI.org/campaigns/

community-budget-alliance

5/4/2013Center on Policy Initiatives 28