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Communications, Media & Messaging

Tuesday, April 3, 2012 Presented by Mario Piscatella & Linsey Pecikonis

CandidateProject.org/academy

OBJECTIVES:

By the end of this session, you will understand how to develop a communications plan including an effective campaign message, working with the media, the different kinds of earned media, how to craft a press release and effective social media strategies Live Tweeting is encouraged! Hashtag: #CPTA Mario Piscatella: @mpiscatella / @mpapolitical & Linsey Pecikonis: @cr8progress @DFATraining & @DFAAction & @CandidateProj & @NewOrganizing

AGENDA:

Developing

Your Message Staying 'On Message' Media Basics

l

Press Advisories, Press Releases, and more

Social

Media to infinity and beyond!

TECHNICAL DIFFICULTIES?

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Developing Your Campaign Message

Developing Your Campaign Message

You are not normal. You are not the target for your message Telling a Story - not giving a Lecture (6 Minutes MAX!) Emotion before Facts - Drew Westen's The Political Brain Key Q's - Why are you Running? Why are you a Democrat/Republican? Conviction - Speak from your heart, think with your head.

Tools of Messaging

Tools of Messaging

Message Box 27 - 9 - 3 S W O T Analysis Repetition, Repetition, Repetition

Message Box
US Them

US

What we say about OURSELVES

What they say about US

Them

What we say about THEM

What they say about THEMSELVES

Message Box: Gingrich v Romney (FL)

US Them US
- Experience, Intelligence - True Conservative - Can beat 44 (in debate) - Big Ideas What they say about US

Them

What we say about THEM

- Business Exp/Success - Washington Outsider - True Conservative - Inevitable Nominee

Message Box: Gingrich v Romney (FL)

US Them US
- Experience, Intelligence - True Conservative - Can beat 44 (in debate) - Big Ideas - Corrupt / Washington Insider - Failure - Not Conservative (immoral) - cozy with liberals

Them

- Flip Flopping Massachusetts Moderate - RomneyCare - Failed candidate

- Business Exp/Success - Washington Outsider - True Conservative - Inevitable Nominee

27 Words - 9 Seconds - 3 Points

Get your 'foot in the door' The average newspaper quote is about 30 words long.
is about 10 seconds.

The average TV quote

No more than 3 points - stay focused and on message

"I think it's time to shake things up: Time to support our schools, time to clean out City Hall, and time to bring jobs back to Anytown."

S W O T Analysis

Strengths Weaknesses Opportunities Threats

S W O T Analysis (Gingrich-FL)

Strengths - Smart, Passionate, underdog Weaknesses - Record, Arrogance, funding Opportunities - Debates, Grassroots, Media focus Threats - Arrogance, Media Focus, Santorum/Paul becoming
#1 alternative to Romney

Message Principles

Message Principles

Always know your purpose/objective (Ask?) 5 C's - Concise, Clear, Consistent, Convincing, Contrastive KISS Repetition, Repetition, Repetition, and then do it all over again.

Staying 'On Message'

Staying 'On Message'

Repeat the message, repeat the message, stay on message Pivot to deliver your message It's OK to say, "I can't comment on that right now" or "I don't know, but I will
get you that answer"

Reject unsubstantiated premises, loaded questions, other tabloid BS Don't open your mouth unless you are prepared to deliver message

Media Basics

Media Basics: The Press Advisory Vs. The Press Release

The Advisory notice to the media about for a specific event (Debate, Press Conference, etc)

Brief document that states the facts of the event (the who, what, when and where), and lists them clearly.

Are sent out a few days before an event with NEWS ADVISORY clearly marked at the top. Follow up advisories with pitch calls. ALWAYS!

Sample Advisory:

Media Basics: The Press Advisory Vs. The Press Release

The Release new stories put out by the campagin.

Gives the reporter the perspective from the campaign & candidate.

Its the story you want to get published! Distributed during the event or after clearly making the distinction between the advisory and the release. Remember: Check for spelling and punctuation. Keep them simple, short and consistent.

Sample Release:

Media Basics: Pitching Your Story

Remember Never Lie to the Press Media Relations & the 4 Rs: Respect, Respect can you guess the other two? What makes a story Newsworthy? Quick Tip Video? New & Hot Local and Relevant Visual & Quotable Human Interest Pitching 101: Whom to pitch, What to pitch and When to pitch.

Media Basics: News Conferences & Media Events

Before the Event: Plan Venue Timing Message Media Outreach Follow-up Plan Always have a Media Kit!

Social Media to Infinity and Beyond!

Social Media Favorites

Twitter Facebook Google+

SECTION TITLE

How many people are on twitter? Most relevant in the political sphere Campaign outreach Example: Difference between an @ and a # Dont waste your time

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How many people are on Facebook? Difference between likes & how to drive traffic Example: Campaign Outreach Dont waste your time

Fastest Growing Social Network ever had 20 million users within the month of its official launch BUT people only spend an average of 5 minutes on the site Example: Upside: Google hangouts

Want more?
Come to a Democracy for America Campaign Academy!

Find upcoming Campaign Academies by visiting www.democracyforamerica.com/training

QUESTIONS?
CandidateProject.org/academy