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messaging

Advocacy Through Education. messaging. Key Elements of Advocacy Essentials. Know Your Audience Know Your Issue Know what you want to achieve Message appropriately. Identify Your Audience. Who is your audience? What matters to them?. What Makes Policymakers Tick?. Leadership Votes

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messaging

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  1. Advocacy Through Education messaging

  2. Key Elements of Advocacy Essentials • Know Your Audience • Know Your Issue • Know what you want to achieve • Message appropriately

  3. Identify Your Audience • Who is your audience? • What matters to them?

  4. What Makes Policymakers Tick? • Leadership • Votes • Enhance community • Ego • Funding • Relationships • Reliable information • Local, local, local

  5. Simple, Direct, Clear • WHAT – what do decision makers need to know • WHY – why should they care? Emotional, fiscal, personal price? • ACTION – what should they do with the information, what action do YOU want them to take? Your Message…

  6. Examples of Messages WHAT –The University of California Cooperative Extension is a public education program cooperatively funded by three sources including the University of California (major part), the Federal government and the county. We provide multidisciplinary research and education to improve agricultural viability and sustainability, increase public wellness and nutrition and advance youth development.

  7. Developing Messages that Resonate ith Decision Makers WHY – Our research and education programs have continually improved the production practices of over 101 crops and egg production, increased the quality and supply of food and fiber and strengthened the economic viability and sustainability of agricultural income in the county. We annually reach hundreds of families and 4-H youth with our expertise of nutrition, consumer sciences and youth development helping them improve their nutrition, physical activity, health, money management and youth development.

  8. ACTION Our department gets about 25% of the budget from the county. This budget is to support our programs through clerical assistance for three offices, travel and supplies. A cut in our budget by 10% would mean cutting down on travel and clerical support. That would curtail our program research and particularly in the delivery significantly and reducing the benefits to the public. We are currently considering recruitment of one academic position, with cut in the county support; we could lose the funding put by the University for Recruitment.

  9. WHAT: The University of California Cooperative Extension provides an invaluable service to youth and adults in our community through the 4-H Youth Development Program. The 4-H program provides youth opportunities to develop marketable life skills through their participation in hands-on learning activities with the guidance of an adult volunteer.

  10. Stay on message

  11. WHY: The Board of Supervisors should care because the 4-H program benefits ALL youth in our county. 4-H builds the future leaders of our county, state, nation, and world.

  12. And when you don’t…

  13. WHAT: That growers have a partner in problem solving with CE.

  14. Stay on message

  15. WHY: Problems in production include: insects, diseases, weed management, agriculture is always changing; need to keep up with technology

  16. And when you don’t…

  17. WHAT: University of California research is helping California’s $16 billion/year boating industry to remain economically viable and contribute to the federal tax base. UC research is finding cost effective ways for boaters and boating businesses to prevent pollution and invasive species. They are supported by USDA and USDC funds with a strong state and local match. WHY: The boating industry is an important component of the county’s local and tourist economies, supporting hundreds of small businesses and providing recreation for youth, adults and seniors.

  18. Stay on message

  19. ACTION: Please come to our seminar at the Yacht Club on June 18 from 9 a.m. to 2:30 p.m.

  20. And when you don’t…

  21. WHAT: The Cooperative Extension helps the county save money, because we help residents become more self-sufficient. For each dollar the county invests, they receive $8 back in services. WHY: UC Cooperative Extension helps the county to meet its goals of promoting the self-sufficiency, well-being and prosperity of individuals, businesses, and communities.

  22. Stay on message

  23. ACTION: Fund our requested $50,000 budget increase.

  24. And when you don’t…

  25. Governor Schwarzenegger interview on Meet the Press Schwarzenegger

  26. Bridging

  27. Flagging

  28. Engage in two-way conversations Ask questions Be clear and concise Tell stories Avoid jargon and acronyms You can’t get in trouble for what you don’t say Interview Techniques

  29. Don’t assume Don’t speak for others Don’t be afraid to say “I don’t know” A few don’ts …

  30. Building Relationships • Offer solutions • Be a source • Be polite & respectful • Follow up • Stay in touch • Staff count

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