5
BEST TIPS: |
Message
Development
• Map out your year. Focus first on the major recurrent events.
• Fill in the calendar with themes; one theme a week works well.
• Develop a message for each theme and subtheme.
• Pick the audiences and media for each theme.
• Work backwards on your calendar from the final event and determine
who does what, where, by when, and how. Make assignments.
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MESSAGE
DEVELOPMENT
Once you have decided
on goals, themes, and
an overall communications
plan, success or failure
will depend on your
ability to carry it
out in an orderly,
detailed way. Here
are some approaches
that have proved useful
at this stage.
Annual
calendar: Look
at your annual
calendar — month
by month — and
fill in major recurring
events. In the
United States,
for example, the
president gives
a "State of
the Union" address
to the country,
usually in January,
at the time the
annual budget is
released; there
are the Group of
Seven and Group
of Eight meetings
in the summer;
and the United
Nations session
opens in the fall.
These significant
recurring events
are linchpins in
the White House
media calendar
in terms of repeating
key themes.
Your own major themes
might fit into similar
recurring events. If
privatization is a
goal, for instance,
that could be a major
topic in an annual
budget address.
Pick a
periodic theme: After
you fill in the "must
do" events
on the calendar,
pick a theme for
certain time periods,
such as a week
or a month, relating
to one of the five
goals to allow
you to alternate
the "must
do" events
with your themes.
One week, the theme
might be agricultural
reform, and you
would schedule
different events
that are agriculturally
focused. The next
week, the theme
might be civil
service reform,
and events would
be undertaken to
fit that theme.
Make a
master calendar: Write
the theme for each
week on a calendar
for at least six
months ahead. The
calendar will need
to be updated frequently
because unplanned
events will arise
and you will need
to react.
Select
and develop a message
for each theme: For
example, if the
theme for the second
week in January
is agricultural
reform, you would
develop a message
relating to that
theme. Each theme
would likely have
several subthemes.
For example, one
subtheme for agricultural
reform might be
the government's
changing agricultural
subsidies; another
might be new methods
for increasing
farmers' productivity.
During the second
week of January,
when the theme
is agricultural
reform, you might
emphasize the subtheme
of changing agricultural
subsidies. You
would fill the
other weeks in
January with your
other main themes.
Then, you would
return to the agricultural
theme in February,
perhaps emphasizing
the subtheme of
increasing farmers'
productivity. In
March, you would
again emphasize
an agricultural
subtheme, perhaps
returning to changing
agricultural subsidies.
When you pick a theme,
know whether or not
it relates to legislation
or government action.
For instance, if the
government plans to
consider agricultural
reforms this year,
you would stress that
theme before any votes
on agriculture are
made in the legislature.
Make sure that your
message is simple,
clear, and direct.
Think about how you
would like a headline
to be written about
it and how you would
like a first paragraph
of a story to read.
This will help you
refine your message.
For the message of
reducing government
agricultural subsidies,
for example, you could
pick three points to
emphasize. Having more
than three could create
confusion and result
in their being forgotten.
Your points would be
repeated over and over
throughout the week.
For example, you could
say that cutting government
subsidies would: (1)
allow more government
funds to be spent on
other needed programs,
(2) open up more foreign
investment in farming,
(3) increase private
investment and make
agriculture more profitable
and efficient.
Identify
audiences, media
outlets, and locations: Ask
these questions:
Whom do you want
to hear your message?
Maybe you have
several audiences,
such as the elderly,
students, or women,
and each needs
a differently focused
message. What media
outlets are there
to deliver your
messages? Are there
respected third
party allies who
can reinforce your
message? If your
message is about
agriculture, which
farmers' groups
would you like
to reach? To which
media do they pay
the most attention?
Select a site with
good visual impact
to deliver the message.
Don't just deliver
the message from an
office. Make the message
visual and relative
to what you have to
say. If agriculture
is your theme for the
week, you might deliver
your message from a
farmers' cooperative
on Monday, visit a
farmer's family on
Tuesday, give a speech
to the legislature
on cutting subsidies
on Wednesday, visit
a fertilizer factory
on Thursday, and address
foreign farming investors
on Friday. Invite the
press to cover all
of these events.
List the
media: Look
through your media
list to determine
who would be most
interested in your
story. If your
story is agricultural
in nature, plan
to contact both
those who cover
agriculture as
well as political
reporters. Don't
overlook the specialized
press, such as
agricultural trade
journals and magazines
read by farmers.
Know the reporters
and know whether
they are reporting
on your story positively
or negatively.
You might think in
stages to ensure that
the message is repeated
in the newspapers one
day after another.
In a newspaper campaign,
for example, you might
focus on:
- Hard news for a
first-day story.
- Feature news (the
farm family) for
a second-day story.
- An editorial page
article for the third
or fourth day.
A hard-news story
transmits a basic set
of facts to the reader
as quickly as possible.
This doesn't happen
with a feature story.
With a feature, the
purpose of the lead
or beginning of a story
is to attract attention.
With a hard-news story
the lead imparts who,
what, when, where,
why, and how. A feature
story enhances the
basic facts with details
and descriptions so
that the reader sees
a more complete picture
of an event or person.
While the news story
might say "desk," a
feature story might
say "light cherry
desk."
When you want your
message repeated, getting
it into different news
sections in different
forms is often useful.
For example, when the
U.S. National Endowment
for the Humanities
(NEH) undertook a campaign
on the testing of college
students and their
knowledge of history
and literature, it
staged its media campaign
so that the news would
appear in different
sections of the newspaper
one day after the other.
It mailed its press
materials to the hard-news
reporters first and
to feature and editorial
writers second. The
latter got the material
the day that the hard-news
story appeared. The
first-day story was
a hard-news story about
the results of the
test. The second-day
story was a feature
on the test that included
the full text of the
test, so readers could
take it, and a story
on how much college
students knew when
reporters went to local
college campuses to
quiz them. On the third
day, the editorial
pages ran editorials
on the NEH findings.
The result was massive
coverage favorable
to the NEH.
How to
develop a calendar: Decide
what material you
want to release — press
release or media
package, for example — on
the day you announce
your message.
- Work backwards
to fill in the calendar
and make assignments.
For instance, if
you need 50 press
releases on the day
of an announcement,
how many days ahead
of time do they need
to be prepared? How
long will it take
to get them printed?
List that on the
calendar and then
assign the writing
of the press release
and establish a deadline
by which it must
be written, a deadline
for its review by
a superior, a deadline
for it to be printed,
and a deadline for
it to be inserted
into a press package
with other materials.
- Also write down
the deadline for
completion of the
targeted press list
and identify who
will compile the
list. Write down
the deadline for
finishing the official's
remarks and when
his/her statement
must be reviewed
and by whom.
- Write down any
other task that needs
to be done. Assign
each task to someone
to complete, and
give them a deadline.
- Constantly review
the calendar to be
sure that deadlines
are being met.
Written
material: Have
written material
ready in advance
for the media.
This could include:
- Fact sheet containing
economic information
on farming.
- Fact sheet on your
goals in farm reform — spelling
out what you want
to do and how it
will affect farmers
and consumers in
the short and long
terms.
- Fact sheet on why
reform is needed
for the country's
future economic well-being.
Special
interviews: Set
up media interviews
between government
officials and reporters
on this topic.
Use radio call-in
shows to push the
issue. In the United
States, the president
often focuses his
weekly Saturday
radio address to
the nation on issues
that will be prominent
the following week.
Local
interviews: Schedule
local interviews
on your theme around
the country. Emphasize
agriculture, for
example, with a
local radio station
in a key agricultural
city. If possible,
have statistics
available showing
how the reforms
will affect farmers
and consumers in
that area.
Experts: Develop
messages that others
can make on your behalf.
Prepare talking points
from which supporters
who are opinion-makers
can make statements
on the same theme.
For example, in the
United States, if the
presidential administration
is advocating changes
related to health care,
it might encourage
a prominent doctor
who agrees with its
policies to do television
interviews favorable
to its position. Experts
who can give interviews
and speeches, appear
on TV and radio, and
write opinion pieces
in support of your
theme can influence
public opinion. Develop
a way to stay in touch
with this group as
the issue progresses,
perhaps through an
e-mail list of Web
sites.
Coordination: Coordinate
your message with others
in the government to
ensure that the public
does not receive conflicting
messages. The media
often report on conflicts,
and having opposing
opinions within a government
makes a good story.
If the press focuses
on this sort of controversy,
it will get in the
way of your message.
Additionally, it is
easier to get support
for a program if you
have all groups involved
aligned with you.
Assessment: After
each "theme week" concludes,
assess how you did
and alter the schedule,
message, and calendar
as needed.