1. Campaign Messaging AFGE Communications Department

2. Developing a Message and Conducting an Interview Advocate – Don’t Educate Advocate – Don’t Educate Identify Audience Before Preparing the Message Identify Audience Before Preparing the Message Identify the Demographics and Interests of the Audience Identify the Demographics and Interests of the Audience Frame Your Goals Frame Your Goals Develop Concise Message Points Based on Interests of the Audience Develop Concise Message Points Based on Interests of the Audience Exert Control by Staying on Message Build and Maintain Credibility Don’t Allow Yourself to be Paraphrased Utilize Strong Body Language and Word Choice Keep Cool Under Duress

3. Advocate – Don’t Educate Your Job is Not to Educate the Media… Your Job is Not to Educate the Media… Build a Persuasive Case to Change Attitudes and Behavior… Build a Persuasive Case to Change Attitudes and Behavior… Proactively Sell the Issues that Support Campaign Goals… Proactively Sell the Issues that Support Campaign Goals… Utilize “Verbal Fences” to Control the Interview. Utilize “Verbal Fences” to Control the Interview.

4. Identify the Audience Before Preparing the Message Positions, Goals, and Agendas are Not Formed in a Vacuum... Positions, Goals, and Agendas are Not Formed in a Vacuum... Knee-jerk reactions to media inquiries are typically hollow, unfocused, and diluted… Knee-jerk reactions to media inquiries are typically hollow, unfocused, and diluted… Define target audience and think critically about its interests before developing message points… Define target audience and think critically about its interests before developing message points… Identify Latent Audiences and Subgroups. Identify Latent Audiences and Subgroups.

5. Identify the Demographics and Interests of the Audience Before developing a message ask yourself – Before developing a message ask yourself – 1. Whom Do I Hope to Influence? 2. Whose Behavior Do I Want to Change by What I Say? 3. Who will Support/Oppose the Campaign? Answers to these questions will delineate the target audience. Answers to these questions will delineate the target audience. Analyze the demographics and interests of the audience and its subgroups. Analyze the demographics and interests of the audience and its subgroups. Build your case by choosing a point of view that will resonate with the audience. Build your case by choosing a point of view that will resonate with the audience.

6. Frame Your Goals 3 Major Questions that Facilitate Framing Goals… 3 Major Questions that Facilitate Framing Goals… What Do You Want Your Target Audience to Think? What Do You Want Your Target Audience to Think? How Do You Want Your Audience to Feel? How Do You Want Your Audience to Feel? What Do You Want Your Audience to Do? What Do You Want Your Audience to Do?

7. Develop Concise Message Points Develop message points that can be articulated in less than 30 seconds. Develop message points that can be articulated in less than 30 seconds. Message points should reflect campaign goals and audience’s self-interest. Message points should reflect campaign goals and audience’s self-interest. Utilize language that is vivid and that can be easily understood by the common person. Utilize language that is vivid and that can be easily understood by the common person.

8. Stay On Message Emphasize campaign messages throughout interview…Do not deviate. Emphasize campaign messages throughout interview…Do not deviate. Utilize segues to reemphasize points of emphasis. Utilize segues to reemphasize points of emphasis. Anticipate hostile questions Anticipate hostile questions Be proactive. Be proactive.

9. Build and Maintain Credibility Credibility is built on the audience’s perception of the organization’s… Credibility is built on the audience’s perception of the organization’s… Trustworthiness Trustworthiness Competence Competence Conviction Conviction Good Will Good Will Think critically about how the organization is viewed according to these traits. Think critically about how the organization is viewed according to these traits. Identify which traits must be reinforced or highlighted. Identify which traits must be reinforced or highlighted. Proactively Highlight Strong Attributes with Conviction Proactively Highlight Strong Attributes with Conviction

10. Don’t Allow Yourself to be Paraphrased Don’t Give the Reporter the Opportunity to Misquote or Paraphrase Statements Don’t Give the Reporter the Opportunity to Misquote or Paraphrase Statements Boil down persuasive positions to a few punchy sentences, including supporting points. Boil down persuasive positions to a few punchy sentences, including supporting points. Each point should be communicated in 10 – 15 seconds. Each point should be communicated in 10 – 15 seconds. Speak too expansively and the reporter is more likely to misquote or incorrectly paraphrase. Speak too expansively and the reporter is more likely to misquote or incorrectly paraphrase.

11. Utilize Strong Body Language and Word Choice Have a leader’s mind set when conducting interviews. Have a leader’s mind set when conducting interviews. Use clear, vivid, forceful language free of jargon, initials, and acronyms. Use clear, vivid, forceful language free of jargon, initials, and acronyms. Avoid words that express weakness, such as “I think” or “We’ll try”…Choose authoritative words, such as “We’ve committed” or “We’re convinced.” Avoid words that express weakness, such as “I think” or “We’ll try”…Choose authoritative words, such as “We’ve committed” or “We’re convinced.” For In Person Interviews Maintain Eye Contact – For Phone Interviews use a Strong Voice or Walk Around. For In Person Interviews Maintain Eye Contact – For Phone Interviews use a Strong Voice or Walk Around.

12. Keep Cool Under Duress Refute points without being combative or repeating hostile premise. Refute points without being combative or repeating hostile premise. Do not allow your ego to be bruised. Do not allow your ego to be bruised. Allowing your ego to be bruised telegraphs weakness. Allowing your ego to be bruised telegraphs weakness. Recognize your own value and expertise. Recognize your own value and expertise.