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Communications Overview
Communications
The National Democratic Institute
INTRODUCTIONS/
GROUND RULES
• Introductions
• Ground Rules
• Ice Breaker Exercise
Photo: Amy Hamelin , NDI
COMMUNICATIONS OVERVIEW
OBJECTIVES
• To develop a basic understanding of key
concepts related to communications
• To learn the importance of an effective
communications strategy and its main
components
COMMUNICATIONS OVERVIEW
TOPICS
• Understanding effective communication
and related challenges
• Communications strategy
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Set a goal
Identify and analyze target audience
Develop and convey a message
Identify messengers and delivery tools
KEY TERMS
• Communication
• Message
• Other terms?
Photo: Shiho Fukada for the New York Times
EFFECTIVE COMMUNICATION
Communication is two-way:
• Talking
• Listening
Message
Sender
Receiver
Feedback
REAL LIFE COMMUNICATIONS
Message
Sender
Noise
Feedback
Receiver
POLITICAL COMMUNICATIONS
Message
Sender
Volunteers
Noise
Media
Feedback
Noise
Receiver
EXERCISE: Telephone
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Stand up and form a circle
One person originates a message
Whisper message to person on your right
Last person in circle repeats it out loud
COMMUNICATIONS STRATEGY
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What is your main message?
Why should people listen?
Whose support do you need?
What messages will persuade them?
How and when will you reach them?
Who are your best messengers?
COMMUNICATIONS STRATEGY
Photo: Amy Hamelin, NDI
• Define goals
• Identify and analyze
target audience
• Develop message
• Identify messengers
• Choose delivery tools
What Is Your Goal?
• What are you trying to achieve?
• How will you know if you’ve reached
your goal?
Who is Your Target Audience?
• Whose support do you need to achieve
your goal?
THE MESSAGE PYRAMID
1% Directly
involved
11% Engaged
generally in
Politics
15% Informed Public
73% Mass Audience
THE MESSAGE PYRAMID
Corrected
73% Mass Audience
15% Informed Public
11% Engaged
generally in
Politics
1% Directly
involved
TARGET AUDIENCE
Choosing the right target audience means
aiming for the middle
Target Audience
Audience Spectrum
1
2
3
4
5
Supporter
True Believer
“persuadables”
Firmly Opposed Disinterested or Neutral/mildly
supportive
Mildly interested
Preaching to the choir or engaging your enemies is often unproductive.
AUDIENCE ANALYSIS
• Know what they like, dislike, and think is
important
• Identify language relevant to your
audience
EXAMPLE
Bill on study of civics or
religion in public schools
Ineffective
communication:
• Specifics of the
courses
• How parliament
would decide
Successful
communication:
• Why does it
matter for
parents and
kids?
MESSAGE
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Single idea/theme
Your values
What you repeat over and over
What you want people to remember
How you connect with and persuade
people
Why am I asking for your support?
CHARACTERISTICS OF AN
EFFECTIVE MESSAGE
• Clear and concise
• Compelling
• Contrasting
• Connected
• Consistently delivered
YOUR MESSAGE
• Remember the 27-9-3 Rule:
 27 words
 9 seconds
 3 points
“I think it’s time for a change: time to
support our schools, time to address
government corruption, time to bring jobs
back to our town.”
MESSAGE CONTENT
• Choose words that mean something
• Message must have emotional appeal
Photo: www.wallpaperswide.com
MESSAGE CONTENT
• Don’t teach/lecture
• Convey confidence
• Tell a story
STAYING ON MESSAGE
• Repeat, repeat, repeat
• Think before you speak
• Reject attacks and loaded questions
It’s okay to:
 Pause and collect your thoughts
 Say “I don’t know, but…”
 Check your notes
 Not answer the question
WORDS, VOICE, BODY LANGUAGE
BODY LANGUAGE
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Eye contact
Posture/stance
Hand gestures
Smile!
Photo: NDI
EXERCISE
Create a message that is:
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Clear and concise
Compelling
Contrasting
Connected
Photo: Amy Hamelin for NDI
WRITING A SPEECH
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Write like you speak
Outline form
Avoid technical terms
Structure:
Tell them
what you will
tell them
Then, tell
them
Summarize
what you told
them
MESSENGERS
The right person to
deliver the message
is as important as
the right words.
MESSENGERS
• Use real, relatable people
• Use credible people
• Trustworthiness and sincerity are key
DELIVERY TOOLS
• Door-to-door
canvassing
• Newsletter or
other mailings
• Campaign posters
• Public forums
• Emails
• Newspaper
columns
• Weekly radio
programs
• Person to person
events
• Television ad
• Press release
DELIVERY TOOLS
• Which delivery tool?
• “Medium is the message”
• Find your audience where they
already ‘live’
Workplaces
Communities
Online
PRINT AND ELECTRONIC MEDIA
• Newspapers
• Magazines
Photo: Sanja Gjenero for rgbstock.com
• Television
• Radio
Photo: A. Elwallani for NDI
BENEFITS OF SOCIAL MEDIA
• Increase visibility
• Promote accountability
• Mobilize/engage citizens
• Foster policy debate
• Network
• Increase awareness
• Conduct advocacy
COMMON SOCIAL MEDIA SITES
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Facebook
Twitter
YouTube
Personal/organization
website
GAINING MEDIA ATTENTION
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Supply photos, sound clips, video
Appeal to their audiences
Tell a “newsworthy” story
Link to current news
MEDIA BIAS
• Gender discrimination and sexism
in coverage
• Unequal air time
CONCLUSION
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Goal setting
Audience identification and analysis
Message content
Public speaking tips
Messengers
Delivery tools
• Print and electronic media
• Social media
• Media bias