Published on February 27, 2014
MESSAGING AND FRAMING: HOW TO COMMUNICATE YOUR MESSAGE JAMES HAMMOND
WHAT IS MESSAGING AND FRAMING? • Messaging and framing is the art of maximizing the persuasiveness of your communications
WHAT YOU NEED TO UNDERSTAND • Aristotle’s three modes of persuasion • Ethos • • Logos • • an appeal to ethics, and it is a means of convincing someone of the character or credibility of the persuader. appeal to logic, and is a way of persuading an audience by reason. Pathos • emotion, and is a way of convincing an audience of an argument by creating an emotional response.
NAME THE APPEAL • "Better men than us have fought and died to preserve this great nation. Now is our turn to return the favor. For God and country, gentlemen!"
NAME THE APPEAL • "It’s a matter of common sense that people deserve to be treated equally. The Constitution calls it ‘self-evident.’ Why, then, should I have been denied a seat because of my disability?"
NAME THE APPEAL • "My three decades of experience in public service, my tireless commitment to the people of this community, and my willingness to reach across the aisle and cooperate with the opposition, make me the ideal candidate for your mayor."
YOUR TURN…I NEED 3 VOLUNTEERS
WHAT TOOLS DO I HAVE? • Press releases • Social media • Press Conferences/speeches • Interviews • Robocalls • Website • Commercials • Emails
WHAT IS A PRESS RELEASE? • A press release is a written statement to the media. It can announce a range of news items, including scheduled events, personnel promotions, awards, new products and services, sales accomplishments, etc. • Fundamental tool of Public Relations • City of Atlanta - Snow Storm • Michelle Nunn
HOW TO WRITE A PRESS RELEASE (CONT) • Write a good headline • (NLC Augusta Recognized as Chapter of the Year) • Brief, clear, to the point
HOW TO WRITE A PRESS RELEASE (CONT) • Write the body copy • Write how you want it to appear in a news story • Start with date and city • Lead sentence should grab reader • Body should be compact • 1st paragraph should sum up the release, other content should elaborate • Deal with actual facts
HOW TO WRITE A PRESS RELEASE • Communicate the 5 w’s • • What • When • Where • • Who How Make it newsworthy!
MASTER THE FORMAT: INVERTED PYRAMID • First paragraph most important information • Second and third paragraph(secondary information including quotes and facts • Boilerplate information • contact information • End with ### • Put it on the web
SOCIAL MEDIA • Utilize social media outlets • Reach out to key influencers
ELEVATOR SPEECH A 30 SECOND OVERVIEW OF AN INDIVIDUAL'S KNOWLEDGE, SKILLS, AND ACCOMPLISHMENTS. THE TERM COMES FROM THE TIME IT TAKES TO COMPLETE A NORMAL ELEVATOR RIDE FROM THE TOP TO THE BOTTOM FLOOR. AN "ELEVATOR SPEECH" IS AN OPPORTUNITY TO GET YOUR POINT ACROSS IN A TIMELY MANNER; NAMELY, WHO YOU ARE, WHAT YOU'VE ACCOMPLISHED, AND WHERE YOU HOPE TO GO IN THE FUTURE.
POLITICAL ADS • ED LEE • Herman Cain • RightFace
REALIZE WHAT YOU DO CAN BE USED AGAINST YOU • Mayor Katz • Ad
DON’T BE THIS PERSON SHEILA EDWARDS FORMER DEKALB COUNTY PUBLIC INFORMATION OFFICER
KEEP THE INFORMATION FLOWING
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