message presentation
DESCRIPTION
Message Development for labor unions and nonprofit organizations: using stories to connect to audiences.TRANSCRIPT
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Developing andDelivering theMessage
Saturday, June 27Gordon Mayer, vpCommunity Media Workshop
Union Communications Conference, @ Univ. of Ilinois
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What would you tell President Obama about What would you tell President Obama about your work if you crossed paths jogging?your work if you crossed paths jogging?
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CMWho?
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Transform, Order, Set Goals
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TurnoutAttendance at an event
Why we communicate
AwarenessUsually traces back to money
Advocacy Best to engage audience
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‘Facts Are
Meaningless’
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What Are Our Goals?
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Who Are Our Audiences?
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More on messages
Got milk? / ¿Toma leche?http://www.gotmilk.com/fun/toma_leche_2.html
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WhatStoriesCarryOurMessagestoOur Audiences?
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• Hi! My name is _____ and I work with…
• You know how… (problem)
• Well, what we do is…(feature)
• So that …(benefit)
• We’re kind of like the…(metaphor)– Feature: the physical traits or description of what you do
– Benefit: a feature translated into a member’s satisfaction. What do the members get because of what you do?
– Metaphor: a comparison that can be funny or startling; goal is to make your work familiar.
Crafting an Elevator SpeechWho we are, in a minute or so
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Why We’re Here?
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What about these?
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Cesar Chavez
How did you find out about the grape boycott?
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Getting the message 40 years ago
• In 1973, 17% of American consumers participated in the grape boycott.
• Did you (if you are old enough)?• How did you get the message?• Was it through the national media?• Was it through the mainstream
local media?
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More tips on our home page:www.newstips.org
Learn more at the blog:www.communitymediaworkshop.org
Join our network atwww.nonprofitcommunicators.ning.com
Gordon Mayer, [email protected]
Thank you!