Crafting Effective Messages

Below is excerpted from a document provided by the Biodiversity Project.

"1. Be clear about your communications goals: know what you are trying to accomplish and your time line. Be as specific as possible.

2. Determine your audience(s).

3. Determine why should they care about your issue.

• What are their concerns - what about your issue is important to them?
• What core values in your audience do these concerns speak to?

4. Articulate your message in a short paragraph that answers these questions:

• Why is this issue important for your audience? (Refer to the values and concerns.)
• What is the threat and who is responsible?
• What action will address the need and the threat? Give people something to do.

5. Use language that speaks to your audience.

6. Your choice of messenger depends on your message and your target audience. All three must complement each other.

7. Be ready with anecdotes, i.e. real, human stories to illustrate and amplify your message.

8. Use images to tell your story as well as words, but make sure your facts are handy.

9. Distill the essence of your message into a slogan, a media 'hook' or a soundbite that succinctly communicates your essential action.

10. Determine how you will get this message to your target audience. What are the points of access to this particular audience - mass media, community organisations, trade publications, church groups, special interest magazines, the web, etc.?"

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