Getting the Message Out
Principles of Effective Communications
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Workshop Objectives
 Learn principles of
effective communications
 Know how to get our
message out
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Why does effective
communications matter?
 Communicate our message
 Keep members aware and engaged
 Recruit new members
 Build our power
Core communications principles
Be Strategic:
Know your target audience
Frame the issue
Move the undecided
Know
your
audience
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Move the
undecided
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Effective Messages Are:
• Clear
Easy to understand
• Concise
Core message should be three sentences
• Credible
Message should be believable
• Consistent
Repeat the message until it sinks in
Tone is important
MANAGEMENT SUCKS!
What do you think
about the tone?
Vote AFSCME
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Better Jobs and a Stronger Voice!
Be
Positive
Be
Constructive
Vote AFSCME
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Knowledge Check
1. Which of the following is an effective communications principal?
a. Know the target audience
b. Frame your message
c. Move the undecided
d. All of the above
2. Why is it more effective to frame the message for a specific target
audience?
a. Because some people like to be called by their first name.
b. We are more likely to be successful if we frame our message to appeal to the
values of the target audience.
c. It is not more effective to frame our message for specific audiences.
d. None of the above.
3. What are the four C’s of effective messages?
a. Clear, concise, credible, and consistent.
b. Communication can consume campaigns.
c. Crisp, candid, cautious, and cunning.
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Answers
1. Answer d. All of the above
o Know the target audience
o Frame your message
o Move the undecided
2. Answer b. We are more likely to be successful
if we frame our message to appeal to the
values of the target audience. When we properly
frame a message it should persuade the audience by
appealing to their values and needs.
3. Answer a. Clear, concise, credible and
consistent.
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Workshop Objectives
 Learn principles of
effective communications

Know how to get
the message out
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Written materials are a good tool
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A guide to more
effective materials
•
•
•
•
Know the target audience.
Put workers out front.
Write about issues that matter.
Move people to take action.
Know
your
audience
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Put our
stories out
front
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Write about issues that matter
Workers
out front
Audience:
employees
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Move workers to action
Make one ask
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Tips for written materials
One message
Come up with
a good headline
Show and tell
Lead with most
Important info
Give breathing
space
Five foot rule
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Tips for written materials
Use graphs, charts,
news articles
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Tips for written materials
Establish what’s at stake
for the community
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The Big Don’ts
Say “no” to Jargon:
Avoid “third-party” language:
Our MOU guarantees …
What has the union done for me?
Don’t use too much text:
Don’t make promises
The Union Guarantee:
A Vote Yes = More $$$
Within this environment, AFSCME fought
to keep positions, and maintain funding for
pay and benefits. From the beginning of
the legislative session AFSCME argued for a
flat dollar amount raise instead of the 2%
increase that was submitted. If all the
money for the raise were divided among all
employees it would have mean $964 .
Effective Communications
When we fight, we win
For More Information
AFSCME Public Affairs
 afscmepa@afscme.org
 202-429-1145
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