representing the scout movement

REPRESENTINGTHE SCOUT MOVEMENT Knowing what to say, how to say it and how to show it

Communication

REP_WOSM_en.indd 1 25/9/06 2:50:56 pm

2The Constitution of the World Organization of the Scout Movement

Indispensable! It contains all the fundamental aspects that you need to know as a representative of the Movement. It can be downloaded from the library at scout.org.

Scouting in Practice

A booklet that explains the fundamental elements of Scouting. Indispensable to have the right answer at the right moment. It can be downloaded from the library at scout.org. Available too from SCORE International, the World Scout Shop.

www.scout.org/media

Scout.orgs media centre offers the tools needed to work with the media.

Scout.Boom.Comm

A training manual on the three areas of Scoutings Pro le: Communications, Partnerships and Financial Resources. This 134-page book exists in English and French, and can be downloaded from scout.orgs media centre.

USEFUL RESOURCES


3Table of contents

Representing the Scout Movement 4Whom are we representing? 5

KNOWING WHAT TO SAY The key messages 6The simplest questions are the most dif cult ones 7Answering awkward questions 8

HOW TO SAY IT

Whom am I addressing? 10Questions to ask yourself before speaking 12

AND HOW TO SHOW IT What do we want to show? 14Protecting our brand 16


4Representing the Scout Movement

You are called upon to represent the Movement and you are wondering how to get the message across. You might have to make a speech, write an article, give answers in an interview, or perhaps you have only 30 seconds to attract a future donor

Whether you are an ambassador or a spokesperson, a volunteer or a professional, working at national or international level, this booklet will provide you with some ideas to make your task easier. It uses the key messages approved by the World Scout Conference for the 2005 2008 triennium.

It is based on three interlocking elements that enable us to forge World Scoutings brand image: - Messages - Images - Attitudes

To do your work well, you will need to combine these three elements by asking yourself a few simple questions that we propose a little further on. Always remember that you need to practise: speaking on behalf of the Movement cannot be improvised!

Good luck and thanks for your contribution.


5Whom are we representing? At whatever level we are working in Scouting, when we appear in public and even more so when in Scout uniform we represent the whole international community. The globalisation of information means that what I say or do in Geneva can have an impact in Manilla or Santiago, and vice versa. When I am communicating a message in the name of the Movement, I therefore always need to assess whether I am the person best able to do so and whether I have suf cient information so as to get the right message across.

Respecting protocol?

Being a spokesperson or a representative is not simply a question of protocol. Protocol can be an obstacle when the most appropriate person to deliver the right message is not given the oor. If there are more than three people representing the same institution at a press conference, protocol has taken precedence over ef ciency. There are times for protocol and precise moments for communication.

You are at the front of the stage representing the Movement. For the people watching you, you ARE the Movement. You cannot, therefore, express your personal opinions as if they were the of cial position of the Movement.

We are the authors of our own caricature.

Many preconceived ideas about Scouting are our own fault. Take a good look in the mirror to check if what you see is really the image we want to project.


The simplest questions are the most dif cult ones

6

The key messages

Fundamental elements

You may need to write an article, give answers during an interview, convince a potential donor Simple questions are the most dif cult because they require more precise answers. Here are some of the questions that you may be asked.

OUR VISION

OUR MISSION

OUR STRENGTHS

THE COMMUNICATION THEMES


7Messages

Creating a better world

Educating young people to play an active role in society

InvolvingExcitingEmpowering

A social force A culture of peaceA constructive contribution

What is it?

Our big idea. It comes from our Founder.

We have a mission in order to carry out our big idea

To express how we live our big idea, we use three words. These are enough for others to remember.

To make our big idea known to others, we focus on three themes that we can combine in various ways to ne-tune our communication work: they help to illustrate what we say, what we show and what we do.

Question 1: What is the point of Scouting?We all dream of a formula that will answer this simple question. It exists: it is our mission: Educating young people to play an active role in society. It is an updated version of Scoutings motto Be prepared. Prepared for what? You need to have an answer.

Question 2: What does it seek to achieve?As a development agent and a social force, Scouting has an ultimate goal that is expressed in its vision: Creating a better world. You can start an interview or a speech with the vision, but then you need to give concrete examples to illustrate how before you get asked the third question!

Question 3: But what does it actually do? It is important to illustrate this vision of an ideal world with real action in the eld so as not to appear as utopian dreamers. You must always be armed with a few true examples to illustrate what you are saying. The greatest interest is generated when you can surprise your audience with unexpected information: Did you know that?. (See www.scout.org/media, story section.)

MISSION

VISION

ILLUSTRATED BY TRUE STORIES


8Answering awkward questions

There are questions that one would prefer to avoid. But people are entitled to ask them. Some awkward questions are justi ed because people do not know much about our mission and have entrenched preconceived ideas about Scouting. Always keep your cool and give pertinent arguments. If you dont know how to answer, tell the person that you will get back to him or her with an answer later.

Can you think of awkward questions that do not appear here? If so, let us know.

Wrong impressions Possible answers

FIGHTING THE MOST FREQUENT PRECONCEIVED IDEAS

UNDERSTANDING WHY THESE PRECONCEIVED IDEAS EXIST

Its a paramilitary movement

Its a totalitarian youth movement

Scouting is an elitist movement

It is too tied to religion

Scouts are a bit nave, arent they?

Its a movement of education for peace.

Scouting has had consultative status with the United Nations since 1947 Do you think that the UN would confer that status on a totalitarian movement? Scouting is an educational movement that helps young people to think for themselves, which is probably why it has been banned by the majority of dictatorships.

Scouting is open to all without distinction of origin or social background. Just take a look at what it does in terms of community development and you will see that it is not elitist. (Give an example.)

Its true that Scouting has a spiritual or religious dimension as part of its approach to personal development (Here, you could talk about your own experience: For example, for me). As it is multi-confessional, Scouting fosters inter-religious dialogue in its intercultural and peace education programmes.

There is an 11th - unof cial - article of the Scout Law that states that: A Scout is no fool. Scoutings multidimensional approach helps young people to develop all of a young persons skills even the ability to dream!


9Wrong impressions Possible answers

FIGHTING THE MOST FREQUENT PRECONCEIVED IDEAS

UNDERSTANDING WHY THESE PRECONCEIVED IDEAS EXIST

Its a paramilitary movement

Its a totalitarian youth movement

Scouting is an elitist movement

It is too tied to religion

Scouts are a bit nave, arent they?

Its a movement of education for peace.

Scouting has had consultative status with the United Nations since 1947 Do you think that the UN would confer that status on a totalitarian movement? Scouting is an educational movement that helps young people to think for themselves, which is probably why it has been banned by the majority of dictatorships.

Scouting is open to all without distinction of origin or social background. Just take a look at what it does in terms of community development and you will see that it is not elitist. (Give an example.)

Its true that Scouting has a spiritual or religious dimension as part of its approach to personal development (Here, you could talk about your own experience: For example, for me). As it is multi-confessional, Scouting fosters inter-religious dialogue in its intercultural and peace education programmes.

There is an 11th - unof cial - article of the Scout Law that states that: A Scout is no fool. Scoutings multidimensional approach helps young people to develop all of a young persons skills even the ability to dream!


10

Whom am I addressing? You want to make an impact on the people in front of you in 10 seconds or 1 minute. What is important is to grab their attention and make them want to know more through asking why? and how?. This then gives you the opportunity to communicate the whole of your message. That is how a dialogue always starts.

Scouting is an educational movement for young people. Few people understand what its true mission is.

Did you know that (Here, brie y give the journalist some news that he/she can write about.)

A journalist from the mainstream press Im talking

toI have

I make my 10-second introduction and keep 50 seconds to tell a story that:

1. I make a 10-second introduction.

2. I have time to expand on what I want to say.

So, Ill give some examples with one or two stories based on one of the three communication themes (see page 6).

10 seconds

1minute

5 minutes


11

A politician A business leader

In Scouting, young people learn what citizenship and democracy really mean. It certainly helps in developing political awareness! Like you, Scouts are helping to meet real needs in society.

Scouting trains tomorrows leaders. Its no doubt the rst management school for young people. In Scouting, young people learn to take responsibility, develop a team spirit and become self-reliant.

- Is relevant to the subject - Is in line with the interests of the person Im talking to - Is in line with the cause that the person Im talking to is defending

3. I keep his/her interest by asking a question *:

- What else would you like to know? - Do you have problems nding information? - Were you a Scout? - After what I have just told you, what do you think you could with Scouts?

It is important to create a dialogue so as to establish trust.

(*) Asking a question shows your interest in the person you are talking to. It needs to be related to what that person represents and his/her interests.


12

RELATIONSHIP BETWEEN THE SENDER

AND THE RECEIVER

AS IN THE THEATRE OR IN THE CINEMA,

YOU NEED TO CREATE A UNITY IN TERMS OF

TIME AND SPACE.

KNOWING YOUR TARGET AUDIENCE

Here are a few simple questions to ask yourself before speaking:

- Am I the right person? - Would it not be best to have a young person

to talk about young people? - Would it not be better, in a particular

situation, for someone in a senior position in the Movement to speak in an of cial context?

Whos speaking?

To whom?

What do you want to say?

Where are you going to say it?

When are you going to say it?

How are you going to say it?

Why do you need to say something?

WHO

WHOM

WHAT

WHERE

WHEN

HOW

WHY

- What tone should I adopt so that my target audience will listen?

- What vocabulary would be the most suitable? - How should I dress?

- Whom am I talking to? - Do I know him/her/them? - What do I know about him/her/them?

- Whats the subject? - Do I know the subject well? - Am I the most suitable person to talk about

the subject?

- Did I visit the venue beforehand in order to gain self-assurance?

- Is this the most appropriate venue to show what I have to say?

- Is it the right moment to speak?

- What is the reason for me to speak?


13

Questions to ask yourself before speaking

Here are a few simple questions to ask yourself before speaking:

- Am I the right person? - Would it not be best to have a young person

to talk about young people? - Would it not be better, in a particular

situation, for someone in a senior position in the Movement to speak in an of cial context?

Whos speaking?

To whom?

What do you want to say?

Where are you going to say it?

When are you going to say it?

How are you going to say it?

Why do you need to say something?

WHO

WHOM

WHAT

WHERE

WHEN

HOW

WHY

- What tone should I adopt so that my target audience will listen?

- What vocabulary would be the most suitable? - How should I dress?

- Whom am I talking to? - Do I know him/her/them? - What do I know about him/her/them?

- Whats the subject? - Do I know the subject well? - Am I the most suitable person to talk about

the subject?

- Did I visit the venue beforehand in order to gain self-assurance?

- Is this the most appropriate venue to show what I have to say?

- Is it the right moment to speak?

- What is the reason for me to speak?

EMPATHY: THE ABILITY TO THINK AND FEEL AS IF YOU WERE THE OTHER PERSON

FINDING INFORMATION: THE MEDIA CENTRE, SCOUT.ORG


14

The image is the re ection of our identity

- One cannot expect a photo to re ect action if all one sees is people standing at attention or doing nothing in particular.

- One cannot expect a photo to re ect our desire to promote peace if one of the main activities is to march through the streets like a regiment.

What do we want to show?

You may be invited to express yourself in the name of the Movement, but you do not know which photo to show Ask yourself the following question:

HOW DOES OUR IMAGE REFLECT OUR MISSION THROUGH OUR ACTION?

A good photo is not left to chance; it needs to re ect something meaningful. The right choices need to be made before being photographed.


15

SHOW REAL ACHIEVEMENTS THAT ILLUSTRATE OUR MISSION.

The right photo

A photo in the press is a snapshot. What thought process needs to take place before that photo appears in the press?

- Selecting a place - Selecting a situation - Selecting an activity - Selecting who appears on the photo - Selecting how they appear

The image re ects what we do

- One cannot expect a photo to re ect the presence of young people at a gathering if all the dignitaries are in front and all the photographers are turned towards them.

- One cannot expect a photo to show an open-minded, modern movement with young people wearing a uniform designed 100 years ago. It is important to think about the style we project.


World Scout Bureau Communications & MediaSeptember 2006

World Scout BureauRue du Pr-Jrme 5PO Box 91CH-1211 Geneva 4 PlainpalaisSwitzerland

Tl.: (+41 22) 705 10 10Fax: (+41 22) 705 10 20

[email protected]

We are the pirates of our own brand

This brand logo is World Scoutings trademark. It is composed of the World Scout emblem (the eur-de-lys), the word Scout (our name is our fame), and our vision Creating a better world (our big idea). This brand logo is protected by international treaties on the protection of intellectual property. Misusing it is an act of theft. Every member of the Movement needs to take responsibility and help to preserve its integrity. For more information: [email protected]

Protecting our brand


representing the scout movement

Documents

scout movement indispensable

representingthe scout

scout movementyou

world scout conference

right message

world organization

key messages

simplest questions