18
Developing and Delivering the Message Saturday, June 27 Gordon Mayer, vp Community Media Workshop Union Communications Conference, @ Univ. of Ilinois
Developing andDelivering theMessage
Saturday, June 27Gordon Mayer, vpCommunity Media Workshop
Union Communications Conference, @ Univ. of Ilinois
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?
CMWho?
Transform, Order, Set Goals
TurnoutAttendance at an event
Why we communicate
AwarenessUsually traces back to money
Advocacy Best to engage audience
‘Facts Are
Meaningless’
What Are Our Goals?
Who Are Our Audiences?
More on messages
Got milk? / ¿Toma leche?http://www.gotmilk.com/fun/toma_leche_2.html
WhatStoriesCarryOurMessagestoOur Audiences?
• 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
Why We’re Here?
What about these?
Cesar Chavez
How did you find out about the grape boycott?
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?
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!
