Business Outcome

communication

words

To Action

communication

1. Understand your public

• Adjust your message to match audience
• Communicate to them
• Shape information so it has a particular meaning to that public

2. Engage your public

• Involve them to get their respect, interest & attention
• Ask questions
• Use empathy to convey sincerity

3. Be truthful and direct

• You must have respect for people so that they will reciprocate

4. plan your method

• RACE
• Be strategic
• Prepare, even for conversations

from your perspective

public's perspective

get inside their heads

• What is their perspective on the topic?
• What do they already know?
• What are their positive & negative perspectives?
• What are their concerns?

Communication is shared understanding that moves people to action

We need to be clear about what we want our public to do

There's a process people go through before they act

We think.
Then,
we feel.

think

• What one or two things do we want our public to think?

feel

• What one or two things do we want our public to feel?

Do

• What do we want our public to do as a result of our communication plan?

retention

• Research indicates that on average people need to hear a message seven times before they take action
• Campaign materials and strategies must be thorough

what

• What is this information?
• What does it mean?
• What's in it for me?

why

• Why now?
• Why is this important?
• Why is this message important?

where

• Where/what will this affect?
• Where can I get more information?

when

• When is this happening?

how

• How will this be implemented?
• How will messaging work?
• How will it impact me?

who

• Who made the decision?
• Who's in charge?
• Who does it impact?

thank you