Download - Arra messaging
- 1. Tools You Can Use
ARRA Messaging
2. MESSAGING: the basics
Always begin with target audience in mind
Make sure its newsworthy Dont cry wolf!
Local impact
Timely
Widespread interest
Well-known people involved
Human interest or emotional appeal
Five Ws, how, call to action
A hook
Paint a picture with quotable quotes
3. Quotable Quotes
Prepare in advance
3 core messages
30-second sound bites
Metaphors
Dont put dull facts in quotes
Clever, succinct summary
Vivid words to paint a compelling picture
4. PRESENTING:
Practice 3 Bs: Bullets, Bridges, Blocks
Bullets -- Identify three main points
Bridging -- Make sure all discussion leads back to the three main
points
Blocking Dont be afraid to stop a question in its tracks
5. Get the Story YOU Want
Create three main ideas and practice stating these succinctly,
clearly and creatively.
Approach the media and dont wait for them to approach you.
You dont have to begin an interview immediately.
Have a one-page fact sheet prepared in advance.
Use bridging techniques to bring the interview back in the
direction you want.
Dont be afraid to say I dont know. Suggest another source for more
information.
Never say no comment, which sounds as though you are hiding
something.
Dont allow reporters to put words into your mouth or lead you down
a path you are unwilling to go.
6. Weatherization Bullets to Consider
Workers are being hired, homes are being improved, and families are
being helped.
We're training a workforce and building a home energy efficiency
industry that will be a crucial part of America's new, clean energy
economy.
Weatherization is good economics. It saves people money. It creates
jobs. It decreases carbon emissions and helps save our
planet.
Weatherization Assistance helps localfamilies better cope with
rising energy bills year after year.
7. PACKAGING:
Choose and use wisely
Know your tools
Media query
Media advisory
News releases
Wire Services
Letters-to-the-editor
Op-ed
News conference
New media
8. Media Query
Sometimes it is best to pick up the phone or send an e-mail to tip
off a reporter.
A way to build relationships.
9. Media Advisories
Simple way to let media know about an event they may want to
attend.
Send to the assignment editor, city editor or news editor.
Five Ws
Identify key dignitaries who will attend.
Outline the story angle and relevance.
Keep it simple and to one page!
10. News Releases
Inverted pyramid
Keep it to one page
Write in style
Associated Press (AP style)
Chicago Manual of Style
Individual papers
Could be fashioned as a statement only
NCAF sample releases
11. News Releases
Inverted pyramid
Keep it to one page
Write in style
Associated Press (AP style)
Chicago Manual of Style
Individual papers
Could be fashioned as a statement only
12. Letters to the Editor
Among the best-read sections of any newspaper, especially by
decision makers.
Major newspapers get hundreds of letters each week, and most run
only a few letters a day.
Pay close attention to the individual rules for getting your letter
in the paper. A few generic rules:
Be timely. If your letter is about news thats a month old, it may
not get play.
Be brief. Generally under 200 words. Shorter letters more likely to
get printed.
Have an angle. Have a reason for them to run it.
Say it up front. The most important points should be in the first
two paragraphs.
Be sure it is well-written and typed or e-mailed.
Try to make reference to something that has been in the newspaper,
especially in another letter to the editor. Refer to the title,
date and author in opening sentence.
13. Op-Ed Pieces
Expresses an opinion or reaction to a current issue or event.
500-750 words, concise, to the point.
Read the papers editorial section and guidelines before
submitting.
It may take several weeks and some require specials.
Some papers only accept up to two op-eds per year.
Strategize who the proper author should be: Head of the
organization? President of advisory board? A client?
Include complete contact information and a blurb about the
author.
14. News Conferences
Gives organization a proactive opportunity to state its position
indepth.
Allows you to hit multiple outlets at once, but reporters get the
same story.
Call a news conference only if you have newsworthy and timely news
to break, you have access to a limited-access expert or
official.
News rooms are stretched and deadline-driven, so the topic must
warrant their leaving their desks to attend.Check deadlines of the
major media before booking.
Make sure reporters needs are met.Mult-boxes for audio, make sure
there are interesting visuals for television crews and
photojournalists. Print and electronic copies of background.
Prepare your representative for a grilling by the media.
Spokesperson should have a brief statement, then open the session
for questions from the floor.
15. Tools You Can Use
16. ARRA Core Messages
Trust
Community Action can be trusted to run Recovery Programs
effectively
Competence
Community Action is demonstrating its competence in delivering
needed services through the Recovery Act.
Success
Community Action has been successful in accomplishing recovery act
goals of putting people back to work, investing millions of dollars
back into local economies, and helping local residents get through
hard times.
17. Trust
Community Action has been entrusted with $XX million in Federal
Recovery Act resources to help those hit hardest by the recession
by:
helping families be able to stay in their homes
helping people find new jobs/gain new skills in order to find a new
career path
Our staff of ___ has grown by___ to ensure that we manage every
penny is accounted for and spent well.
18. Competence
We have produced XX jobs
We have served XX people
19. Success
Regardless of what you are hearing on TV, the fact is the Recovery
Act is making a substantial difference here in___.
Without these resources (_ x more unemployed/Y more foreclosures /z
more youth without summer employment/ your numbers here)
20. Core Messages in Action
http://www.uticaod.com/guest/x1526473792/Guest-view-Agency-has-made-good-use-of-stimulus-dollars-to-help-area-people
21. Bridging Example
A regional reporter calls you to ask:Why have job creation numbers
not lived up to expectations?
Do not point fingers for the delay.
Bridge to the positives and the future.
An example: The funds were allocated more slowly than everyone
hoped. But, now its here and we are already seeing the impact. XYZ
jobs will be created and XYZ jobs will be saved locally.
If pushed for a reason for the delay, The federal and state
governments were taking the time necessary to make sure taxpayer
dollars are well spent, and move to the present.
22. Another messaging example:
What happens when all this stimulus money goes away and weve
created all these jobs?
Stress that the new weatherization workers are being trained with
skills that prepare them for a long-term green-collar career path
in the growing field of energy efficiency.
RE: Reports on government red tape/worse (e.g. government programs
dont work) Yes there is a lot of new paperwork and reporting
associated with these Recovery Act funds. We are very experienced
after 45 years of managing government reporting and financial
accountability and, with Recovery Act, we definitely are taking the
time to get it right. That hasnt stopped us from creating new jobs
or starting up the Weatherization program which will be producing x
homes a month (or other figure..) ..
23. Sample
Weatherization Program
Key Messages
Federal stimulus money for home weatherization is helping A-Z
Community Action invest over $XX million dollars into the local
economy by cutting energy costs for qualifying residents, and by
creating jobs, helping the environment and improving the
economy.
A-Z Community Action has been performing weatherization work for
over XX years. With the incoming weatherization stimulus funding,
weve been able to hire an additional XX people as well as work with
XX additional mechanical crews to get the job done.
A-Z Community Action can weatherize even more homes and reach out
to more people thanks to the increased federal funding. In an
average year, A-Z Community Action weatherizes about XXX homes. In
2009 and 2010, A-Z Community Action will be able help more than
XXXX homeowners and renters improve the energy efficiency of their
homes. It will greatly reduce the number of residents on our
waiting list of XXX people who need home weatherization.
Weatherizing reduces household fuel costs an average of 20 - 25%.
In some households it has reduced utility bills by as much as $160
to $450 per heating season.
In addition to helping the environment by lowering energy use, we
put a premium on providing green services as a part of our
weatherization. We use cellulose insulation and recycle all
building parts. And we use the latest diagnostic tools to verify
the effectiveness of our work.
Weatherizing homes and apartments decreases the reliance on Federal
money being used so more people can get help.
Presentation prepared for the Illinois Energy Assistance Conference
March 10, 2010 by MinnCAP
24. Weatherization Service Providers in Minnesota are national
leaders.
On January 13, 2010, the US DOE visited the state to recognize that
the Minnesota Weatherization Assistance Program is in the top five
states in the nation in the number of units weatherized with ARRA
funds.
As of January 31, 2010, 2,019 units have been weatherized with ARRA
funds.
Minnesota Weatherization Service Providers are committed to
ensuring that the job gets done and that it is done right.
Weatherization Service Providers in Minnesota have relied on their
30-plus years of experience to ramp up efficiently and economically
in order to meet program needs.
Current Weatherization Service Providers have received $53,918,709
in stimulus funds for weatherization. The ARRA contract is through
March 2012.
In spite of unexpected delays and red tape encountered, we have
been hiring and training new staff, purchasing equipment and
weatherizing homes.After delays in rolling out the program, the
Minnesota Weatherization Assistance Program is now on target to
meet monthly goals and to outperform other states.We anticipate
doing so during the spring of 2010.
With the incoming weatherization stimulus funding, Minnesota
weatherization programs created 341.5 FTEgood living wage jobs
between September and December 2009.
The Weatherization Assistance Program results in energy
conservation, money saved, healthy and safe homes, and good
jobs.Increased ARRA funding makes it possible for Community Action
Agencies to provide benefits to more people.
The additional 17,000 homes that are being weatherized in Minnesota
due to ARRA funding are all homes of individuals and families
living at or below 200% of the Federal poverty level.
Combined savings for energy and non-energy benefits in 2008 show
Weatherization returns at $2.72 for every $1 invested.
Small business, minority- and woman-owned businesses were actively
solicited in the RFP process for contractors and during the hiring
process.
Community Action Agencies are developing new partnerships and
innovative ideas to sustain programs.
Community Action Agencies across the state are exploring
partnerships with multifamily housing landlords, utility providers,
training organizations, and renewable energy companies.CAAs are
seeking out innovative programs and relationships in order to
sustain programs after ARRA funds.
With a Memorandum of Understanding between the US Department of
Energy and HUD being formalized, CAAs are exploring the potential
for weatherizing more multifamily units.
25.SAMPLEMinnesota Community Action PartnershipStimulus
Weatherization ProgramFact Sheet
Community Action will receive $XX,XXX in stimulus funds for
weatherization. The stimulus time period is July 1, 2009 through
September 30, 2012. Funds have released to in phases, and there
will be a push to get homes weatherized before winter sets
in.
The special stimulus funding will permit Community Action to
weatherize X,XXX homes in the region. 75% of the stimulus money and
work must be completed by September 30, 2010.
Households who are at or below 50 percent of the state median
income are eligible.This means a family of four earning $____ per
year are eligible.
Both owner and rental properties are eligible for weatherization
funds.That means that non-home owners can also benefiting from our
work in regards to their energy costs.
The majority of our participants are receiving bill paying
assistance through our Energy Assistance program.
We have XXX households on our waiting list.Each year we serve as
many as we can based on the amount of funding we receive from the
Federal Government.
With stimulus funds, the average value of work performed on a home
weatherization project will be $X,XXX.
During a regular weatherization year we can weatherize XXX homes
and reduce fuel costs an average of 27% per household.
On average, every $1 invested in the weatherization program returns
$2.72 in energy and non-energy related benefits.
Over X,XXX homes have been improved in the XX years that Community
Action has been weatherizing homes in the XXXXXX region.
Examples of weatherization include: energy audit, caulking, adding
insulation in attics and walls, furnace repair/replacement, water
heater repair/replacement, air infiltration and bypass sealing, and
other activities.
We are creating XX new green jobs (crews, auditors, support staff),
increasing our staff from XX employees to XX employees.
26. Stayed Tuned
Crisis Communications Plan
Sample Press Releases
27. Telling Community Actions Story: A Guidebook
National Association for State Community Services Programs
28. Our success stories are critical communication tools,
especially in this time of ARRA.
The Guidebook highlights best practice models, proven framing
techniques, and five strategic steps to assist agencies in
identifying their results through effective success stories.
Spotlight how your programs create opportunities and remove
barriers to economic security.
Download the Guidebook free at
http://nascsp.org/Training-and-Technical-Assistance/707/12/Guides-and-Manuals.aspx.
29. Community Action Partnership
30. National Community Action Month
The 2010 National Community Action Month (May) Planning Guide is
available online at www.communityactionpartnership.com.It contains
sample news releases that can be tailor to reflect the needs of
your CAA and community.It is designed to help you generate local
media coverage on your success stories and issues affecting your
communities.
The Planning Guide and sample news releases are designed around our
2010 Annual Convention theme, Community Action: The Power of
Partnerships, but feel free to craft your National Community Action
Month messaging and events based on what will work best for your
agency and community.
31. Fulfilling the Promise (Community Action ARRA at Work)
Fulfilling the Promise is a statewide education and outreach
campaign implemented by Tim Reese, Executive Director of the
California/Nevada Community Action Partnership(Cal/Neva)to show how
Community Action Agencies are using American Recovery and
Reinvestment Act (ARRA) funds to provide much-needed programs and
services to low-income individuals
This initiative includes 30 second videosthat have aired on
California and Chicago CBS stationsshowing how Community Action
Agencies are using ARRA funds on efforts such as employment and
training, Weatherization training, and YouthBuild programs.It also
includes the Community Action ARRA at Work logo, which is available
for CAAs to use in their local communities.
To view the videos and logo, or for more information, go to
www.fulfillingthepromise-us.org.
32. Enews
Enews, the Partnerships weekly electronic newsletter, features CAA
media coverage and Letters to the Editor submissions to demonstrate
examples of successful story placements.
To be added to the Enews distribution list or to submit copies of
your CAAs media coverage to be featured in a future issue, send an
email to Dini Stewart,
[email protected].
33. Questions?