MESSAGING AND FRAMING: HOW TO COMMUNICATE YOUR MESSAGEMESSAGING AND FRAMING: HOW TO COMMUNICATE YOUR MESSAGEJAMES HAMMONDJAMES HAMMOND

WHAT IS MESSAGING AND FRAMING?WHAT IS MESSAGING AND FRAMING?

• Messaging and framing is the art Messaging and framing is the art of maximizing the of maximizing the persuasiveness of your persuasiveness of your communicationscommunications

WHAT YOU NEED TO UNDERSTANDWHAT YOU NEED TO UNDERSTAND

• Aristotle’s three modes of persuasionAristotle’s three modes of persuasion

• EthosEthos

• an appeal to ethics, and it is a means of an appeal to ethics, and it is a means of convincing someone of the character or convincing someone of the character or credibility of the persuader.credibility of the persuader.

• LogosLogos

• appeal to logic, and is a way of persuading an appeal to logic, and is a way of persuading an audience by reason.audience by reason.

• PathosPathos

• emotion, and is a way of convincing an emotion, and is a way of convincing an audience of an argument by creating an audience of an argument by creating an emotional response.emotional response.

NAME THE APPEALNAME THE APPEAL

• "Better men than us have fought and died to preserve this "Better men than us have fought and died to preserve this great nation. Now is our turn to return the favor. For God and great nation. Now is our turn to return the favor. For God and country, gentlemen!"country, gentlemen!"

PATHOSPATHOS

NAME THE APPEALNAME THE APPEAL

• "It’s a matter of common sense that people deserve to be "It’s a matter of common sense that people deserve to be treated equally. The Constitution calls it ‘self-evident.’ Why, treated equally. The Constitution calls it ‘self-evident.’ Why, then, should I have been denied a seat because of my then, should I have been denied a seat because of my disability?"disability?"

LOGOSLOGOS

NAME THE APPEALNAME THE APPEAL

• "My three decades of experience in public service, my tireless "My three decades of experience in public service, my tireless commitment to the people of this community, and my commitment to the people of this community, and my willingness to reach across the aisle and cooperate with the willingness to reach across the aisle and cooperate with the opposition, make me the ideal candidate for your mayor."opposition, make me the ideal candidate for your mayor."

ETHOSETHOS

YOUR TURN…I NEED 3 VOLUNTEERSYOUR TURN…I NEED 3 VOLUNTEERS

WHAT TOOLS DO I HAVE?WHAT TOOLS DO I HAVE?

• Press releasesPress releases

• Social mediaSocial media

• Press Conferences/speechesPress Conferences/speeches

• InterviewsInterviews

• RobocallsRobocalls

• WebsiteWebsite

• CommercialsCommercials

• EmailsEmails

WHAT IS A PRESS RELEASE?WHAT IS A PRESS RELEASE?

• A press release is a written statement to the media. It can A press release is a written statement to the media. It can announce a range of news items, including scheduled events, announce a range of news items, including scheduled events, personnel promotions, awards, new products and services, sales personnel promotions, awards, new products and services, sales accomplishments, etc.accomplishments, etc.

• Fundamental tool of Public RelationsFundamental tool of Public Relations

• City of Atlanta - City of Atlanta - Snow StormSnow Storm

• Michelle NunnMichelle Nunn

HOW TO WRITE A PRESS RELEASE (CONT)HOW TO WRITE A PRESS RELEASE (CONT)

• Write a good headlineWrite a good headline

• (NLC Augusta Recognized as Chapter of the Year)(NLC Augusta Recognized as Chapter of the Year)

• Brief, clear, to the point Brief, clear, to the point

HOW TO WRITE A PRESS RELEASE (CONT)HOW TO WRITE A PRESS RELEASE (CONT)

• Write the body copyWrite the body copy

• Write how you want it to appear in a news storyWrite how you want it to appear in a news story

• Start with date and cityStart with date and city

• Lead sentence should grab readerLead sentence should grab reader

• Body should be compactBody should be compact

• 1st paragraph should sum up the release, other content should elaborate1st paragraph should sum up the release, other content should elaborate

• Deal with actual factsDeal with actual facts

HOW TO WRITE A PRESS RELEASEHOW TO WRITE A PRESS RELEASE

• Communicate the 5 w’sCommunicate the 5 w’s

• WhoWho

• WhatWhat

• WhenWhen

• WhereWhere

• HowHow

• Make it newsworthy!Make it newsworthy!

MASTER THE FORMAT: INVERTED PYRAMIDMASTER THE FORMAT: INVERTED PYRAMID

• First paragraph most important informationFirst paragraph most important information

• Second and third paragraph(secondary Second and third paragraph(secondary information including quotes and factsinformation including quotes and facts

• Boilerplate informationBoilerplate information

• contact informationcontact information

• End with ###End with ###

• Put it on the webPut it on the web

LETS WRITELETS WRITE

SOCIAL MEDIASOCIAL MEDIA

• Utilize social media outletsUtilize social media outlets

• Reach out to key influencersReach out to key influencers

ELEVATOR SPEECHELEVATOR SPEECH

A 30 SECOND OVERVIEW OF AN INDIVIDUAL'S KNOWLEDGE, SKILLS, A 30 SECOND OVERVIEW OF AN INDIVIDUAL'S KNOWLEDGE, SKILLS, AND ACCOMPLISHMENTS. THE TERM COMES FROM THE TIME IT AND ACCOMPLISHMENTS. THE TERM COMES FROM THE TIME IT TAKES TO COMPLETE A NORMAL ELEVATOR RIDE FROM THE TOP TO TAKES TO COMPLETE A NORMAL ELEVATOR RIDE FROM THE TOP TO THE BOTTOM FLOOR. AN "ELEVATOR SPEECH" IS AN OPPORTUNITY THE BOTTOM FLOOR. AN "ELEVATOR SPEECH" IS AN OPPORTUNITY TO GET YOUR POINT ACROSS IN A TIMELY MANNER; NAMELY, WHO TO GET YOUR POINT ACROSS IN A TIMELY MANNER; NAMELY, WHO YOU ARE, WHAT YOU'VE ACCOMPLISHED, AND WHERE YOU HOPE TO YOU ARE, WHAT YOU'VE ACCOMPLISHED, AND WHERE YOU HOPE TO GO IN THE FUTURE.GO IN THE FUTURE.

YOUR TURNYOUR TURN

POLITICAL ADSPOLITICAL ADS

• ED LEEED LEE

• Herman CainHerman Cain

• RightFaceRightFace

REALIZE WHAT YOU DO CAN BE USED REALIZE WHAT YOU DO CAN BE USED AGAINST YOUAGAINST YOU

• Mayor KatzMayor Katz

• AdAd

DON’T BE THIS PERSONDON’T BE THIS PERSON

SHEILA EDWARDSSHEILA EDWARDSFORMER DEKALB COUNTY FORMER DEKALB COUNTY PUBLIC INFORMATION OFFICERPUBLIC INFORMATION OFFICER

KEEP THE INFORMATION FLOWINGKEEP THE INFORMATION FLOWING