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Communication: The Sharper Message

Communication: The Sharper Message. Why Communicate?. What do you want to accomplish? What are your main points? Is this the BEST way to get your message out?. Know What You Want!. Goal Main Points Will This Do It?. Communication Goals . Convince public of his innocence

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Communication: The Sharper Message

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  1. Communication: The Sharper Message

  2. Why Communicate? • What do you want to accomplish? • What are your main points? • Is this the BEST way to get your message out?

  3. Know What You Want! • Goal • Main Points • Will This Do It?

  4. Communication Goals • Convince public of his innocence • Convince public of his good character • Convince voters of his value as their Congressman

  5. Best Possible Solution? • National primetime television interview • Connie Chung • National entertainment magazine

  6. Main Points • I have cooperated with authorities • I have supported the Levy family

  7. The Sharper Message • Always based on a known goal • Always targeted to a specific audience • Always contains limited number of main points

  8. Be Prepared • Know WHY you’re doing the interview • Know WHAT you want to say • Know HOW you want to say it

  9. THE FIVE Cs • Clear • Concise • Convincing • Correct • Consistent

  10. Clear • Simple language – short words rather than long ones • Active voice – short, punchy phrases and sentences • Use statistics, technical language, attribution sparingly

  11. Simple language • USE, not UTILIZE • MEET WITH, not NETWORK • ISSUE, not PROMULGATE • DISTRIBUTE, not DISSEMINATE • ABOUT, not IN REGARDS TO • FINISH, not FINALIZE • PLAN, not STRATEGIZE

  12. Clear • Simple language – short words rather than long ones • Active voice – short, punchy phrases and sentences • Use statistics, technical language, attribution sparingly

  13. Active Voice • The report was finished by my staff. • My staff finished the report. • The findings will be issued next week. • We’ll issue the findings next week. • It is recommended that you attendthe session. • You should attend the session.

  14. Clear • Simple language – short words rather than long ones • Active voice – short, punchy phrases and sentences • Use statistics, technical language, attribution sparingly

  15. Simple – Not Technical • 48.6 percent of homeowners store chemicals improperly. • Nearly half of all homeowners store chemicals improperly. • Environmental tobacco smoke has been linked with several categories of chronic disease, some of which may be fatal. • Second-hand smoke kills.

  16. Concise • Avoid repetition, redundancy, and reiteration • Boil it down!

  17. Repeat after me…. • Given the current fiscal environment, the City Council must be prudent, cautious, thoughtful, deliberative, and conservative when making decisions on budget issues. • During these lean economic times, the City Council will be conservative when it comes to spending taxpayer dollars.

  18. Concise • Avoid repetition, redundancy, and reiteration. • Boil it down!

  19. Shorten, Sharpen, Shape • Shorten your presentation • Sharpen your information • Shape your approach

  20. Convincing • Ownthe message • Believethe message • Sellthe message

  21. Mine!! Mine!! Mine!! • Use personal pronouns • Use active voice

  22. Believe!!! • Know your subject • Speak with conviction • Be prepared

  23. Sell, Sell, Sell !!! • Don’t be hesitant • Stick to the points you want to make • Make eye contact

  24. Convincing • Ownthe message • Believethe message • Sellthe message

  25. Correct

  26. The FIVE Cs • Clear • Concise • Convincing • Correct • Consistent

  27. The Consistent Message • Builds credibility

  28. The Consistent Message • Builds credibility • Convinces the skeptical

  29. The Consistent Message • Builds credibility • Convinces the skeptical • Brands your campaign

  30. The Consistent Message • Builds credibility • Convinces the skeptical • Brands your campaign

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