Speakers’ Bureau Training Session
Delivering a Consistent Message
Presented by:Jessica ColemanLiz HedrichMorgan SellersKelsey Haupt
Strategic Communication and Leadership
Master’s Degree Program
Why is consistent messaging important?
• Conveys consistent positioning to multiple publics• Signals quality and trustworthiness• Provides long-term perspective• Raises organization’s profile• Insulates from competition• Creates unique identity
By the end of this training session, participants should be able to:
1Demonstrate how gaps in perception
of the organization’s purpose can hinder
external communication.
2Understand and articulate the
mission and vision of the Gulf Coast
Kid’s House.
3Create tools to aid in preparing a
consistent message for a variety of
speaking engagements.
Consistent Messaging = Effective Branding
• Just do it.• Taste the rainbow.• Pleasing people the world over.• Where dreams come true.• Let your fingers do the walking.• Just what you needed.• Every kiss begins with Kay.• Expect something extra.• Gee, I wish I had a nickel.• 15 minutes could save you 15% on car insurance.
Discussion Questions
What sets the recognizable slogans apart from the unrecognizable slogans?
How can you apply the tactics of the effective slogans to your messaging for the Gulf Coast Kid’s House?
Branding = Consistent Messaging
“Brands represent a kind of ‘summary statement’ that enables the nonprofit to speak to all its audiences with a message that is
consistent in spirit, yet targeted in its execution and detail.”
http://youtu.be/i-zMF9ouwno
Awareness of gaps in consistency of messaging…
Are we all on the same page?
1
THEM
ESSimilarities Investigation Prosecution Treatment Education Raise awareness
Differences Under one roof Child-friendly facility Minimize trauma Neutral environment Comprehensive services Agency names Streamlining Formal, comprehensive, multi-disciplinary responses to child abuse
Discussion Questions
What was surprising about the results of the needs assessment?
How do you think this could hinder your ability to influence an audience?
“Brands offer an assurance of quality and consistency, both of which may be difficult for users to evaluate prior to consumption.”
https://www.youtube.com/watch?v=aebbc9wUnfA
2 Audience Analysis
Who are you speaking to?
“In contrast with commercial businesses, where the key audience consists of customers, nonprofit organizations must pay attention to at least four key publics:
• clients• donors• volunteers• government.”
Audience Analysis Activity
Client Donor Volunteer Government
Who are you speaking to?What is the message?How many people will you be addressing?Where will the event take place?Why are your speaking to these people?How will you address them?
3 Preparation for Hard Questions
Expect the worst. Hope for the best.
Now it’s time for some
HARD QUESTIONS.
Now, participants should be able to:
1Demonstrate how gaps in perception
of the organization’s purpose can hinder
external communication.
2Understand and articulate the
mission and vision of the Gulf Coast
Kid’s House.
3Create tools to aid in preparing a
consistent message for a variety of
speaking engagements.
? Any questions?Thank you for your time!
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