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

Convince public of his good character

Convince voters of his value as their Congressman

Main Points

I have cooperated with authorities

I have supported the Levy family

The Sharper Message

Always based on a known goal

Always targeted to a specific audience Always contains limited number of main points

Be Prepared

Know WHY you’re doing the interview Know WHAT you want to say Know HOW you want to say it

THE FIVE Cs

Clear

Concise

Convincing

Correct

Consistent

Clear

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

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

The FIVE Cs

Clear

Concise

Convincing

Correct

Consistent

The Consistent Message

Builds credibility

The Consistent Message

Builds credibility Convinces the skeptical

The Consistent Message

Builds credibility Convinces the skeptical Brands your campaign

The Consistent Message

Builds credibility Convinces the skeptical Brands your campaign

The Consistent Message

Builds credibility

Convinces the skeptical

Brands your campaign

Globalize, YES!!!

World Trade Organization

World Bank

International Monetary Fund

World Economic Council

G8

The FIVE C’s

Clear

Concise

Convincing

Correct

Consistent

CRISIS COMMUNICATION

Be part of the policy Plan for the worst Hope for the best

CNN November 6, 2001

Red Cross defends handling of Sept. 11 donations

WASHINGTON (CNN) -- Charities swung into action after the September 11 terrorist attacks, raising more than $1 billion. But questions are being raised about where and how and how much of that money is being distributed.

Bearing the brunt Tuesday during a hearing of the House Energy and Commerce Committee's oversight panel was outgoing Red Cross President Dr. Bernadine Healy. The Red Cross has raised more than $564 million for the Liberty Fund, which was set up in response to the attacks on the World Trade Center and the Pentagon. Healy was hammered by one New York official for the Red

Healy tells Congress the Red Cross "must have the ability to help the victims of tomorrow."

CNN December 27, 2001

Former Senate leader to oversee Red Cross fund

Former U.S. Senator George Mitchell will oversee the American Red Cross' controversial Liberty Disaster Fund created after the September 11 terrorist attacks, the organization announced Thursday. "He brings great compassion, experience and leadership to the work we are doing," said David McLaughlin, chairman of the

American Red Cross board of governors. "We are confident his strong will, his steady hand, his wisdom will guide the Liberty

CRISIS COMMUNICATION

Be part of the policy Plan for the worst Hope for the best

Communication: The Sharper Message