MED Communication Handbook - Programme Med

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Think media What media will reach your key audiences? What would be the best possible headline about your project that you could imagine being published in those media? The answer is a good pointer towards a key message. Think impressions For non-media tactics such as meetings and lobbying, think: what three things would I like the audience to remember and tell someone else about my project later? Test them out Show your messages to people outside your project. Friends and family will do, but journalists or people close to your target audiences are better. Do they understand? Are they interested? If not, try again. Choose the ones Select the best three messages. Look at the best of the rest and see if they contain any truly essential ideas. If so, can you incorporate these ideas in your chosen three? Put them to work Circulate and promote your messages proactively within your project and be sure that everyone is familiar with how to use them. Every piece of external communications should be planned and executed in line with your key messages. Review, revise and rehearse. Monitor output to be sure that this is taking place. Audit and feedback Periodically, take a look at any press coverage that has been generated and gauge what messages your key audiences are receiving about your project. Are your messages getting across? You will need to be persistent and should generally not change messages very often, but if they are not working that can be a sign that it’s time to think again. � Factsheet 3: Message Development 6 �
IN SHORT Don’t rush the process. Messages take time and effort to create. Get them right, and ensure everyone involved agrees and “buys in”. They need to be universally accepted and used. Deploy the same messages through all of your communication efforts, from press releases and media relations activities to websites, brochures, event themes, and lobbying. Adapt them for different target audiences and occasions, but don’t change them fundamentally. For messages to have impact, they have to be repeated over and over again. Support and substantiate each message with evidence and examples (“proof points”). � Factsheet 3: Message Development 7 �
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Page 3 and 4: Communication Handbook - Factsheet
Page 5 and 6: For instance, it is not sufficient
Page 7 and 8: Messages State your key messages. T
Page 11 and 12: happens when you deliberately set o
Page 13 and 14: for the individual stakeholders on
Page 17 and 18: ideas at the same time, your audien
Page 19: � Free from jargon � Strong, ac
Page 23 and 24: Why to evaluate communication activ
Page 25 and 26: If you have a small budget it is fi
Page 29 and 30: Things to consider when designing a
Page 33 and 34: Hosting Your website can often be h
Page 35 and 36: IN SHORT When designing or commissi
Page 37 and 38: Leaflets and brochures General leaf
Page 41 and 42: Do they fit with your branding and
Page 43 and 44: IN SHORT Only spend money on promot
Page 45 and 46: There are many opportunities to hol
Page 47 and 48: Programme The format of your event
Page 49 and 50: knife and fork. For the benefit of
Page 51 and 52: Invitations Develop the invitation
Page 53 and 54: Try to get all your printing done a
Page 55 and 56: A press conference should only be h
Page 57 and 58: Event Checklist Planning � Clarif
Page 59 and 60: Presentations � Projectors , lap-
Page 63 and 64: When projects find it hard to gener
Page 65 and 66: Hard news Soft news � Novelty �
Page 67 and 68: News devices The opportunities for
Page 69 and 70: Where just two countries are involv
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Larger scale pan-European PR campai
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Pan-European PR programme template
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IN SHORT The media cares about resu
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This factsheet runs through the fun
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� When it happened � Why it hap
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Language and content Keep it simple
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Always ask whether what you are des
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paragraph, if not the second. Delay
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Communication Handbook - Factsheet
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Planning and preparation Preparatio
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handout; use your spoken presentati
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Link your presentation points with
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� Characters � Anecdotes and st
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� Trustworthiness � Composure
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. Hands c. Visual aid d. Charts e.
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Posture Stand or sit with a relaxed
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etween slides. Use simple typefaces
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Resist the temptation to use alcoho
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The stakes are high when you talk t
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proof - particularly when defending
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DO Push your messages. Your message
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DON’T Don’t digress. Politician
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interviewed is to talk more than th
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Victory is no longer measured in te
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and can make eyes and teeth look ye
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MED Communication Handbook - Programme Med

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