WORDS COUNT: SPEAKING with one voice ABOUt sb 1070 and immigration

1. WORDS COUNT: SPEAKING with one voice ABOUtsb 1070 and immigration DECEMBER 2010 NCLR

2. INTRODUCTION As leaders within your communities, you are on the front lines of the local immigration debate that is being played out, or is coming, to your state. In the absence of federal immigration legislation, states are stepping in with draconian new laws, such as Arizona’s SB1070 which mandate racial profiling of our community. Sooner or later you will be asked to weigh in publicly on these issues as they affect the communities with whom you are working. NCLR has designed the following module as a foundation to help inform you and to help you develop messages in a way that is consistent with the messages that we and others are delivering around the country. Without using the exact same words, delivering complementary messages at the local and national level can create an echo chamber that will elevate our voices and help us break through the chatter and noise that heated debates like immigration can generate.

3. LAY OF THE LAND:The national environment

4. Some Context Public attitudes toward immigration reform have been consistent for decades • An overwhelming majority of Americans support comprehensive immigration reform that: • Secures the border, • Punishes unscrupulous employers and • Provides those in the country without documentation the opportunity to earn their citizenship if they meet certain requirements

5. Some Context Public sentiment towards Latinos varies widely. • Many believe they are hard workers who came here for a better life for their families. • Americans see Hispanics as the racial/ethnic group most often subjected to discrimination

6. Some Context There is a high level of public ambivalence towards immigrants. • Many believe undocumented are “illegal” by choice, • They believe that there is a “benefit” to being undocumented (They pay no taxes, receive free benefits, etc). • They see immigrants as not invested in this country Unfortunately, the lines between “Latino” and “immigrant” are blurring • Latino = Immigrant = Undocumented

7. Some Context LSPA Memo, Summer 2010—Talking about SB 1070 and Federal Lawsuits • Voters see immigration as a national issue and want federal action, not state by state laws. • Lack of federal action puts them in a position of supporting anyone who is taking action to deal with the problem • SB 1070 = Action

8. Some Context • In the absence of federal action on immigration, laws like SB1070 become popular with mainstream voters • Some polls show that 70% of public support the law • 22 states are considering similar bills • The immigration debate superheats rhetoric • Expect charged terms like “illegals,” “anchor babies,” “open borders” and worse • The debate goes beyond immigration • In addition to racial profiling laws, opponents are attacking the 14th Amendment’s protection of birthright citizenship and ending ethnic heritage programs

9. Some Context PHC Fact Sheet, June 2010—Hispanics and Arizona’s New Immigration Law How do Latinos Feel? • 81% of Latino voters in AZ oppose SB1070 • Nationally, 2/3 of Hispanics oppose the law • Eight-in-ten Hispanics say local police should not be involved in identifying undocumented or illegal immigrants

10. SO HOW DO WE TALK ABOUT THESE ISSUES? THE MESSAGES

11. About These Messages These messages have been designed for you to be able to adapt and deliver in your own voice. They represent the messages that we know work based on public opinion research and other methods. As more research becomes available, NCLR will circulate updated talking points and messages regarding these issues.

12. Immigration Reform America’s Voice Messaging Presentation, Dr. Drew Westen, June 4, 2010 • Our immigration laws ought to reflect both our interests and our values as Americans • We need to treat this as a problem to be solved, not as an opportunity for politicians to score political points • Let’s secure our borders, crack down on employers who hire illegal immigrants, and require those who are here to earn the chance to become taxpaying American citizens

13. Arizona Copycat Bills • Our state needs to focus on creating jobs and fixing the economy, this bill does neither • Measures like this one go too far, attacking our civil liberties and dividing our country along racial and ethnic lines • It undermines law enforcement by prioritizing legal status over criminal behavior • The solution lies in Washington, not the state capitol

14. Birthright Citizenship • Eliminating birthright citizenship is an extreme approach that does nothing to advance solutions to our broken immigration system • The implementation of this proposal would have severe side effects that would affect all Americans • Denying birthright citizenship will not reduce undocumented migration

15. Preparing yourself HOW TO BE AN EFFECTIVE SPOKESPERSON

16. It’s an Opportunity Interviews are not just something to get through. View them as an opportunity to: • Set expectations • Provide greater context • Deliver your message

17. The 3 C’s Three words to help you prepare: • Confidence – Projecting confidence gives the audience confidence in your message • Clarity – Speaking clearly and without jargon makes your message easier to understand • Commitment – Demonstrating, through your delivery, that you are committed to what you are doing helps the audience view the issue through your eyes

18. PREPARING YOUR message HOW TO BE AN EFFECTIVE SPOKESPERSON

19. Getting Started: The 5 A’s • Audience: Who are your trying to reach? What do you want them to do? (Hint: It’s not the interviewer!!!) • Assemble: Relevant data, examples • Align: All the facts, same direction • Apply: How facts tell a story • Add Value: Something new/future

20. Make Yourself Easy to Understand • Keep it simple • Use strong, quotable language • Be positive and honest • Don’t speak for too long • Consider scripting

21. The Power Approach • Punch. Strong start • One theme. One message • Windows. Good examples • Ear. Speak conversationally • Retention. End strongly

22. 22 In YOUR INTERVIEW HOW TO BE AN EFFECTIVE SPOKESPERSON

23. Get Your Point Across Learn to Pivot • Don’t Answer the question • Do Respond to the question with your messages • Don’t Be negative or defensive • Do Think before you speak

24. Get Your Point Across 24 Learn to Pivot • Use phrases that bridge between their question and your response: • “We know that..” • “The truth is…” • “The thing is…” • “What is important here is…” • “In reality…” • “The facts are this..”

25. Get Your Point Across Some Rules of the Game • If you make a mistake – correct it immediately • Don’t speak “off the record” • You DON’T have a right to see the story before its published • You CAN ask to see your quotes

26. Get Your Point Across Potential Pitfalls • Don’t Speculate Try to avoid making predictions • Don’t repeat a negative Move on to positive material • Don’t over-answer When you have answered the question, stop

27. Know your medium Print • Most in-depth • Will ask questions in different ways to get the answer they want Radio • Scripting useful, if you’ve internalized the message • You can speak longer • Be prepared for audience questions, to fill your time slot

28. Know your medium Television • Use sound bites and short messages • Repeat, repeat, repeat • For Spanish interview, practice before hand • Stand straight and tall • Dress • Avoid pastels and other light colors -- they will appear washed out and betray your complexion. • Do not overdo it with accessories such as a busy tie or flashy or noisy jewelry – it distracts the viewer

29. PRACTICE