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What will we cover this morning?

What will we cover this morning?. The landscape Messages/The Message Box ACSA priorities Membership Recruitment. Challenges in Today’s Media Environment. Competing Voter Priorities Economic Concerns Education (Intra-Education Competition) Public Safety Healthcare Social Services.

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What will we cover this morning?

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  1. What will we cover this morning? The landscape Messages/The Message Box ACSA priorities Membership Recruitment

  2. Challenges in Today’s Media Environment Competing Voter Priorities Economic Concerns Education (Intra-Education Competition) Public Safety Healthcare Social Services

  3. Changing Political Dynamics Changing Political Dynamics impact the Media Executive v Legislative Unions v Electeds Redistricting 2012 Elections – Ballot Initiatives

  4. How can ACSA Break Through? How can you as a local principal, classified leader, adult educator, assistant superintendent, or superintendent break through? Not just to the media, but with the community you talk to every day.

  5. Messages and Messengers The Right Message v The Wrong Message The Right Messenger v The Wrong Messenger The Right Delivery v the Wrong Delivery The Right Data v Our Own Instincts

  6. What is a Message? A Message should stem from the values and beliefs that connect the issue to the community. A message is more specific, more detailed, and more focused than your goals or themes. It’s a basic idea that you should be able to express in less than 30 words

  7. Messages are based on a common theme or series of themes, focused on specifics issues. Messages can be targeted to particular audiences, tailored for common responses, and changed up over time. Messages are strongest when they go beyond the simple “I support X issue” and start getting to the values you share with your audience.

  8. Message Development Know your issue and research your opposition. Create a list of the positive elements of your position. Take inventory of all that has been written and communicated in the public about your position. Take inventory of all the research and data that support your position.

  9. Top Issues for ACSA Education Funding Protecting Pensions Leadership Matters Common Core, Assessment and Accountability ESEA Reauthorization Policy and Political Leadership Achievement Gap Diversity Women’s Leadership School Funding Lawsuits

  10. Message Box – Applying Discipline to ACSA Messages Our messages don’t exist in a vacuum. We wage public information campaigns because we are challenged or are challenging an opposing idea of viewpoint We need to be able to anticipate their messages and prepare ourselves to respond and bring the conversation back to our own message. One tool we use to map the rhetorical landscape is the Message Box. The Message Box is a visual representation of the potential messages from both parties in any campaign.

  11. School Finance Message Box

  12. Pension Reform Message Box

  13. The Value of ACSA Message Box

  14. Membership Recruitment Preparation Attitude Non-verbal Cues Delivery

  15. Let’s Practice! • Membership is Everyone’s Business!

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