3/31/2023 0 Comments Voiceshare iturnIn our experience, there are four critical components to developing message cohesion: Overtly competing messages, stories of infighting amongst movement players, or a lack of clarity on what we are asking people to do, not only confuses our audiences, it excludes them from being a part of positive change. While any “one message fits all” approach is destined to fail, some message cohesion is imperative to build public support for an issue and win long-term policy change. People understand and relate to different issues through topline messages and core values-both ours and our opposition’s. And it means monitoring the issues 24/7 and helping organizations and community members respond quickly to an unforeseen crisis or opportunity, whether or not we have ever worked with them before. It means no billable hours and the ability to say yes to helping organizations who are doing great work, but do not have the resources or staff to get that work out there. That’s why our motto (coined first by one of our staff) grew to become, “The issues are our client.” What does this mean? It means working to align messages and provide capacity-building support across an entire sector. While organizations have members and constituencies, most Americans form an understanding of an issue through the media, through contested discourse, and through the values they associate with each “side,” rather than through any individual organization. Movements most powerfully come together and capture the public imagination where they intersect with their audience-in the media.
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