1 - What is your message?

What are you trying to say?

Working with the media is not just about generating publicity for a good cause. It is about helping an audience understand something specific about what you are doing. You might also want them to take some action, such as volunteer, donate money, campaign or sign a petition.

Every organisation has an overall objective for the work it is doing. For example, Oxfam’s overall objective is to fight injustice and poverty. Its communications have to fit in with that aim.

For communications to be effective you need to be clear about the outcome from any message you are trying to convey.

The outcome is the effect a message will have on anyone who hears it. Every time you engage with the media use the following questions to inform your planning:

  • What do you want the audience to understand?
  • What do you want the audience to remember?
  • What do you want the audience to do?

MESSAGES ARE NOT SLOGANS

A slogan is a short and memorable statement which encapsulates what an organisation is about.

Messages, on the other hand, are more targeted and embody what you are trying to help someone to understand, remember or do.

It is important to keep messages simple. When working with the media you have very little time to get the message across, and you do not want to confuse either the journalist or the audience.

FOR EXAMPLEmagnifine-glass-150

HelpAge India uses the slogan:

"FIGHTING ISOLATION, POVERTY AND NEGLECT"

Examples of HelpAge India’s messages include:

  • Working for the care of disadvantaged older persons and to improve their quality of life.
  • Encouraging seniors to speak up for their own rights.
  • Helping elders rebuild their own lives and take charge of their own future.

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The Green Economy Coalition (GEC) uses the slogan:

"PROSPERITY FOR ALL WITHIN ONE PLANET LIMITS"

Examples of the GEC’s messages include:

  • Committed to accelerating the transition to a green and fair economy.
  • Sharing experiences and policy practices across our global network.
  • Influencing key decision makers at the local, national and international levels.

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The charity Active Intervention for Mothers in Mali uses the slogan:

"TOGETHER WE STAND AGAINST MATERNAL MORTALITY"

Examples of AIM’s messages include:

  • We provide women with state of the art healthcare.
  • We ensure the distribution of medical supplies and contraception.

 

KEY POINTS

  • Keep messages simple and easy to remember.
  • Do not confuse your audience.
  • Your communications objective tells you why you are communicating.
  • Your message is what you want to say.

To learn more about developing your messages and objectives in the context of the post-2015 development agenda, see the SD2015 advocacy toolkit.

 

LISTEN TO THE EXPERTSpodcast-icon-red

Click below to hear our podcast on this topic.

 

 

This podcast includes tips and comments from a range of experts, including Fiona Callister, Media Lead at WaterAid.