![Page 1: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/1.jpg)
Message MattersUsing Communications to Amplify Your Foundation’s Vision and Impact
October 2014
GIA Annual Meeting
![Page 2: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/2.jpg)
• Why messaging?
• Messaging in a
strategic context
• Messaging in the field
• Building a message
Message Matters
2
![Page 3: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/3.jpg)
3
Why Messaging?
![Page 4: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/4.jpg)
4
Information overload…
![Page 5: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/5.jpg)
5
BreakingThrough
![Page 6: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/6.jpg)
Good, (multi-faceted) things in
small packages
6
![Page 7: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/7.jpg)
Distillation:If you don’t boil it down, someone
else will
7
![Page 8: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/8.jpg)
8
Messaging in a Strategic Context
![Page 9: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/9.jpg)
9
A good message rests w/i a strategic context
• What does success look like (objective)?
• Who needs to know (audience)?
• What’s out there (environment)
• What am I going to say (message)?
• How do I reach my audience/objectives (strategy)?
![Page 10: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/10.jpg)
10
Multi-faceted uses
Start with the end in mind
![Page 11: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/11.jpg)
Audience, environment matters
![Page 12: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/12.jpg)
12
Vehicle Pros Cons
E-mails to leaders, colleagues
Posters
Symposia
Society /industry newsletters, Web sites
Meetings, conferences
Committees, Guidelines efforts
Traditional media outreach
Op-eds, Letters to the Editor
Social media (FB, LinkedIn, Twitter)
Video
Blog (yours, others)
Web sites (yours, others)
Medium affects the message
Which tactics make the most sense, given your strategy?
![Page 13: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/13.jpg)
13
Messaging 101
![Page 14: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/14.jpg)
A message is a clear, concise statement or set of statements that describes a position, opinion or point of view.
![Page 15: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/15.jpg)
Just a few words…
![Page 16: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/16.jpg)
Think like a beginner
![Page 17: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/17.jpg)
Speak from the head (logos) and the heart (pathos)
![Page 18: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/18.jpg)
Benefits not attributes
(What’s in it for the them)
![Page 19: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/19.jpg)
Language matters
![Page 20: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/20.jpg)
20
Examples from the Field
![Page 21: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/21.jpg)
Messaging in Practice
Your
Turn
![Page 22: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/22.jpg)
Creating a message
A good message* completes the following four statements:
• The one thing your audience needs to know is…
• The reason this is important to this audience is…
• What this audience should do is…
• It is urgent for this audience to act now because…
*Courtesy of Valerie Denney, Denney Communications
![Page 23: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/23.jpg)
Messaging in Practice: An Example
My target audience is:General practitioners
The One Thing this audience needs to know is:
The reason this is important to this audience is:
What this audience should do is:
It is important (urgent) for this audience to act now because:
![Page 24: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/24.jpg)
www.aboutSCP.com
![Page 25: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/25.jpg)
Sticky Messages
Climate change is triggering disease epidemics.
Or
A warmer world is a sicker world.
![Page 26: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/26.jpg)
Sticky Messages
GRACE is a tested, team model for providing high quality primary care.
Or
GRACE is better care all together.
![Page 27: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/27.jpg)
Sticky Messages
In studies of humans and other animals, [scientists] have discovered that sleep plays a critical role in immune function, metabolism, memory, learning, and other vital functions.*
or
Early to bed, early to rise, makes a man healthy, wealthy and wise.
*From the Division of Sleep Medicine atHarvard Medical School
![Page 28: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/28.jpg)
Sticky Messages
Guided Care provides coordinated team care for the toughest patients –older adults with multiple chronic conditions.
Or
Guided Care is like having a nurse in the family.
![Page 29: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/29.jpg)
Sticky Messages
What are the messages that stick with you?
![Page 30: Message Matters - giaging.org · Message Matters Using Communications to Amplify Your Foundation’s Vision and Impact October 2014 GIA Annual Meeting •Why messaging? •Messaging](https://reader034.vdocument.in/reader034/viewer/2022050107/5f454521f159de455e139ac0/html5/thumbnails/30.jpg)
Sticky Messages
• Review your message
– Can it be shorter, simpler?
– Can it feel more surprising? Is there an unusual data point you might use?
– Can you use an example, analogy or metaphor to make it more concrete?
– Is it credible?
– Can it connect with your audience’s emotions, values, belief systems more effectively?
– What is a single powerful story to tell that brings this to life?
Write a 140-character Tweet