SOCIAL COHESION INITIATIVE

Techniques of work with the public

Organization of pseudo/media/-events:
Unveiling a new site;
Jubilee of person, organization;
Awarding;
Problem solution.

Answers to citizen complaints, letters and

questions;
Information bulletins;
Reception room;
Checks on problem cases, medical errors;
Using third persons.

SOCIAL COHESION INITIATIVE

The Message
Communication is the core of Public
Relations!
The Message is the core of
Communication!
Before you can formulate an effective
communications plan you must identify
your message(s).
Your messages are a road map, but you
must know where you want to go.

SOCIAL COHESION INITIATIVE

What is a message?
- It must answer the questions:
Why?
Why care?
Why act?

- It must explain:
What is valued?
What is at risk?

SOCIAL COHESION INITIATIVE

What is a message?

A MESSAGE SHOULD BE SHORT, SIMPLE AND

REPEATED TO BE HEARD!

SOCIAL COHESION INITIATIVE

DEVELOPING YOUR MESSAGE

Rule 1: Have one main message with up to
three underlying themes to support it.
Rule 2: All messages should support the
organisations main goals.
Rule 3: Messages are not necessarily sound
bites; they are the ideas you are trying to
communicate to the public.
Rule 4: Messages dont change frequently.

SOCIAL COHESION INITIATIVE

DEVELOPING YOUR MESSAGE

Rule 5: Messages can be tailored for specific
audiences, while still remaining constant.
Rule 6: Consistent messages should
permeate all of your communications efforts,
not just contact with the media.
Rule 7: Messages must be simple.
Rule 8: Remember: messages take time to
create. Dont rush the process.

SOCIAL COHESION INITIATIVE

THE MESSAGE BOX

Space #1: THRESHOLD MESSAGES
What do people need to know,
believe, or care about in order
4
to become engaged with your
organisation or issue?

1
2
3

Space #2: ACTION MESSAGES

What obstacles or misconceptions do you need to
overcome to get people engaged? What do you
want the people who connect to your organisation
to do?

SOCIAL COHESION INITIATIVE

THE MESSAGE BOX

Space #3: REINFORCEMENT MESSAGES
1
What needs to happen or what
do people need to do to meet
4
2
your organisations goals or have
impact on your issue? How do you
3
keep people involved?How do those
who are involved convey your messages for your
organisation?
Space #4: SOLUTION MESSAGES
If people did this, how would things be different?
What is the projected outcome?

SOCIAL COHESION INITIATIVE

How to disseminate the messages?

You need a Channel!

SOCIAL COHESION INITIATIVE

How to disseminate the messages?

Media is the Channel!
The Media is:
Newspapers and Magazines, Radio,Television,

On-line media;
Direct mailing, Brochures, Bulletins,
Information boards, Multimedia presentations,
Web sites, etc.