Telling Your Story Communication strategies to support

local school district referenda

Presenter:

Susan Brott, APR Chief Marketing and Communications Officer West St. Paul-Mendota Heights-Eagan Area Schools

Challenges in Communicating Complex Issues

Definitions are needed to understandContext is broadExplaining “what’s in it for me”Delineating the differences in topicsWe often care more than our audiences“Off the radar screen” – audiences are

disconnected

Hierarchy of Effective Communication

1. Face to Face contact2. Small group discussion or meeting3. Speaking before a large group4. Phone conversation5. Hand-written, personal note6. Typewritten, personal letter7. Personal “form letter”8. Mass produced, non-personal letter9. Brochure sent as a direct-mail piece10. Articles in a newsletter11. News carried in the press12. Advertising in media

Effective Communication

Mass communication – used to inform– Does not change attitudes or behaviors. – Does reinforce attitudes and behaviors, create

awareness by sharing information.

Interpersonal communication – used to connect on a personal level– More likely to lead to a change in a person’s

attitudes or behaviors.

Three Key Parts of Communicating Complex Issues

1. Messages – what are we communicating?

2. Audiences – what groups and individuals are we targeting?

3. Strategies – how will we deliver our messages and measure desired behavior?

Key to success – Good Research

Identify most supportive audiences Identify issues/messages that resonate

with audiences Identify overriding issues that may

block understanding Identify communication methods that

are most effective

Evaluate as you go …

Identify what messages are getting through

Identify any areas of misunderstanding Identify what areas to focus on next

Developing Key Messages

What Is a Key Message?

A key message is a significant idea or thought that you want your audiences to know, understand, remember and – if you’re lucky – repeat.

An effective key message leads your audience to the desired behavior.

Framing Your Message

You can choose to frame the issue and deliver your message from your perspective.

Without this focus, people will wander through the “message countryside” and never take in what you are communicating.

If you don’t frame it, someone else will!

Effective Key Messages

Are based on your researchAre trueAre concise and simpleRelated in human termsConnect with people’s emotions

Effective Key Messages

Time – most people cannot understand complexity with only one exposure

Context – provide understanding of how message fits with other issues

Repetition – repeat and remind people of key messages

Layering – communicate in layers or smaller messages

Communicating Complex Issues Requires:

Biggest Message Mistakes

Use of technical terms and jargon Lack of clear meaning Cannot be fully supported by facts Lack of key point - too many messages Audience is not paying attention Lack of emotional appeal Aimed at wrong audience Environment too cluttered Poor delivery of message Lack of repetition Does not motivate action or change in behavior

Understanding your Audiences

Identifying your audiences

What is their profile? – What beliefs, needs, prejudices, tendencies,

misconceptions and preconceptions do they have that affect how you connect with them?

What do you want them to know and do? How do you need to present your message

to be credible? What issues will resonate with them? How have they responded to your messages

in the past?

Don’t forget school staff

Research indicates that school staff – especially custodians, secretaries, bus drivers and food service workers – are the most believed sources of information about our schools.

Your community listens to these people!

What Audiences Want To Know

What’s in it

for me?

Developing Strategies that Work

Strategies for Communicating Complex Issues

Get on their radar screen – your audiences will never hear your messages if they are not listening

Strategies for Communicating Complex Issues

Connect the information silos – help people to see how issues connect and interrelate

Strategies for Communicating Complex Issues

Use metaphors to make it more clear – relating a complex issues to something more familiar will quicken and deepen understanding

Strategies for Communicating Complex Issues

Tell stories, not just share data – relate the complex information to how it affects children or what is happening in a classroom

Strategies for Communicating Complex Issues

Build and use an opinion leader network – key communicators can help spread your message and deepen understanding

Strategies for Communicating Complex Issues

Relationships are the key – must have on-going, two-way communication to build positive relationships with audiences

Strategies for Communicating Complex Issues

Explain reasons behind decisions – knowing why something was decided will help people to understand complex issues

Strategies for Communicating Complex Issues

Practice message discipline – speak with one clear voice and repeat what you want people to remember

Strategies for Communicating Complex Issues

Communicate from the inside out – start all communication with internal audiences so they can help carry messages to other audiences

Strategies for Communicating Complex Issues

Share bad news and move on – when bad news happens, share it all at once and share steps to help people to move on past the bad news

Communicating for a Referendum

The Realities of “Winning”

You can win … – Without everyone being happy– With substantial negative media visibility– If you remain focused– If you’re helpful– If you can move 51% of your base to action

* James E. Lukaszewski, “Building Community Relationships: Gaining and Maintaining Public Consent,” 2006

Rules for “Winning”

1. Refuse to be distracted.

2. Bear down on your positive objectives.

3. Consciously reduce the media’s influence.

4. Control with positive power.

5. Wage peace from the start.

6. Focus on consent rather than opposition.

* James E. Lukaszewski, “Building Community Relationships: Gaining and Maintaining Public Consent,” 2006

Planning

No single plan exists that meets the needs of every school district and every election environment

You must tailor your plan to fit your community!

Effective Referendum Planning

Coordinate district communication activities with that of the citizen’s campaign

Throughout the planning process, create one campaign in which the district and citizens have clearly defined role.

Every activity is coordinated!

Roles of District vs. Campaign

District communications = Information– What is proposed?– How much will it cost me?– Why should I vote for it?– What happens if it passes or fails?

Campaign communications = Advocacy– Less product, more emotion– Face to Face contacts– Carry VOTE YES message

Roles of District vs. Campaign

Accept that there will be some overlap of key personnel.

Be smart about scheduling your time!

Role of the Superintendent

Strategic planning Working closely with campaign to execute

and coordinate efforts Obtaining support and participation from staff

in cooperation with campaign committee Providing information, support and resources

campaign committee

Role of the School Board

Maintain focus on student needs Provide unanimous resolution to conduct

election Align final proposal with community values

and perspective on spending Involve citizens in campaign Provide support to administration and

volunteer committee

Role of District Staff

Solidify and strength relationship with primary audience (parents)

Identify way to reach out and enhance secondary audiences (seniors, non-parents)

Demonstrate good stewardship of what the district currently provides

Ask questions and stay informed Support and participate in the campaign

Role of Campaign Committee

Identify overall theme and coordinate messages Gain influential support (endorsements) Strategically canvass the community to identify

probable “yes” voters Recruit volunteers for leadership roles Implement campaign plan Coordinate campaign activities with district

initiatives.

Shaping Messages

Core Message – targeted message at primary audience

Subordinate Message – similar goal, but targeted at secondary audience.

Shaping Messages

Remember the 3 C’s of communication when developing key messages:– Clear– Concise– Compelling

Dealing with the Opposition

STAY ON MESSAGE!

Use the 80/20 rule – 80% of your response should be on

messageRespectfully acknowledgeBriefly RespondReturn to your message

Dealing with the Opposition

1. The best defense is a strong offense

2. Be your own worst critic

3. Provide advance warning

4. Have your facts straight

5. Keep your eyes on the prize

* MASA publication, Rapid Referendum Response: What to do when you district is blindsided by anti-referendum attacks, 2006

Contact Information

Susan BrottChief Marketing and Communications Officer

West St. Paul - Mendota Heights - Eagan Area Schools 1897 Delaware Avenue

Mendota Heights, MN 55118 (651) 403-7008

susan.brott@isd197.org

Contact Information

www.minnspra.org