Effective Messaging: Making a Compelling Case for Performance Funding July 25, 2014 Greensboro, NC...
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Transcript of Effective Messaging: Making a Compelling Case for Performance Funding July 25, 2014 Greensboro, NC...
Effective Messaging: Making a Compelling Case for Performance
FundingJuly 25, 2014
Greensboro, NC1
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2
The “4 I’s” of communications/engagement
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Distribution
3
Content
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Messaging: Listen first
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5
Messaging: Answer the 5 W’s
Who?
Why?
Where?
When?
What?
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6
Legislators
Media
Colleagues (“family first”)
Who?
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7
Who?
Prioritize the “moveable middle”
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8
Think (head)
Feel (heart)
Do
Be clear about your goals for each
Who?
What?
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9
Messages: Rational and emotional
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10
Emotional Message
Magic
Rational Message
Fun for the whole family
Attributes
Movies, parks, music, toys, etc.
EXAMPLE
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Be clear about your values Access
Quality
???
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12
New
Different
Better
What?
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The Power of 3
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14
What’s the problem we’re trying to solve?
What’s in it for me?
Bottom line: Why is this better for students?
Why?
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You need to translate
我們非常歡迎您的孩子在經過一夏天特別忙碌的準備之後重新回到學校。在這個夏天及過去幾天內，當我在學校視察時，看到老師和學校的主管們一直在孜孜不倦地工作著，確保您的孩子在接下來的一學年中能夠享受到充滿魅力和挑戰的課堂生
活。
“
”
Estamos encantados de dar de nuevo la bienvenida a la escuela a su hijo tras un verano especialmente cargado de preparativos. Durante mis visitas a las escuelas a lo largo del verano y en los últimos días, he comprobado cómo profesores y directores trabajaban incansablemente para garantizarles un año escolar repleto de actividades interesantes y estimulantes para su hijo.
“
”
ايک پر طور خصوصی ہوئے بهرے سے تياريوںکا بچے کے ہمآپ بعد گرماکے موسم! مصروف
پ&رجوش ہوئے کرتے استقبال پر واپسی ميں سکولکچهدنوں پچهلے اور گرماميں موسم! پورے ہيں۔
کو قائدين کے سکول اور اساتذہ نے ميں،ميںليے کے بنانے يہيقينی ہے ديکها کامکرتے انتهکاور مشغوليت سال تعليمی کا بچے کے کہآپ
ہو پ&ر سے اسباق “محرک
”
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Make it personal, be specific
“Such as…“For example…”“In our system…”“In my experience…”
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Be brief
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Celebrate success
Progress on access
“Momentum points”
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Be prepared
Talking points
Toughest questions
Before/after…then/now comparisons
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Messaging ABCs for Media Interviews
Agree
Bridge
Convince
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Finally…
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Messaging practice
Craft messages. 5 minutes.
Test messages. 5 minutes.
Answer tough questions. 15 minutes.
Share. 5 minutes.
