Crafting Your Message: Being a Good Spokesperson Janine MacLachlan, director, ADA Council on Communications

Today: An Overview How people receive messages How to create powerful messages Practice = courage + confidence

How Audiences Perceive Messages

People Retain Three Messages If you talk about everything, you are remembered for nothing Always begin with your own goals Add photo or graphic depicting this somehow

Proper Prep: Do Your Research Know the nature of the interview or discussion Obtain questions in advance where possible Determine your agenda

Three Ps of Message Development Prepare – Know your goals for the interview – Conduct research – Develop 3 key messages Practice – Messages and body language

Three Ps of Message Development Perform – Engage your audience – Use visuals and props

How to Create Key Messages Mind map – Fill a page with everything you might want to cover Prioritize – What will resonate? – How to make it emotional? Identify 3 key messages – Support each key message with 2-3 points

KISS – Keep It Super Simple Headline One engaging sentence Prove it Facts, data Visualize it Stories Bottom line it Rephrase the headline Headline Prove Visualize Bottom Line

Mind map exercise

ABCs of Q & A A: Answer the question B: Bridge to your message C: Conclude on positive note that drives your agenda

Bridging to Your Message In fact… Let me put this in perspective… What you need to remember is…

A few don’ts Don’t speculate: – Don’t answer hypothetical questions – Don’t comment on investigations or court cases Don’t make up answers – “I don’t know. But what I do know is…” – “Let me get back to you with that information.”

A few don’ts Don’t feel compelled to fill the silence Don’t offer opinion that differs from your organization’s position Better ways to say “No comment”

Your turn Break into teams Review your burning topic Create three key messages – Plus two supporting points for each Tell your story