1. Communications Director
Speaking of the RHSC
October 20, 2006
Bonn, Germany
Tamar Abrams
Communications Director

2. What is an Audience? An audience is never an institution
One person or hundreds of people
Has its own set of assumptions, needs, values, experiences and goals
Homogenous

3. Prioritizing Audiences
Which audiences are most critical to your success?
Which are easiest to reach?
Are there audiences which could serve as messengers to another audience?

4. Which five audiences must the RHSC reach in the next year to succeed?

5. Developing Messages That Resonate
What is your audience ready to hear?
Tap into their values, beliefs, experiences
Don’t try to do it all in one sentence
Keep it short
Limit it to three major points at a time
Use numbers and statistics sparingly
Always have an “ask”

7. The Best Messages… …have impact …are irrefutable …are strong
…touch people