Grassroots Advocacy Toolkit: Developing an Appealing Message
Message development and disciplined delivery is key to winning over decision-makers. An effective message is targeted at the people who are undecided about the issue and should be crafted in a way that persuades members of the community to join with PTA.
Further, it should also persuade PTA members to become activists for children, the media to give weight to PTA positions, community members to demand change, voters to go to the polls, and decision-makers to enact policies or vote on initiatives that are in line with PTA principles; as well as remind everyone of the importance of parent involvement in decision-making.
To develop your message you must first research the issue, which you have already learned how to do. The next step is to place this information into a "message box." The message may include what the opposition is saying about the issue, so by placing this information in a message box, you will be better able to craft responses that control the dialogue. You will need responses for the following:
What PTA says about the Issue
What opposition says about the Issue
What PTA says about opposition's Position
What opposition says about PTA's Position
Once the message has been crafted, it is vital to keep it consistent in all communication. In order to be heard, keep the message simple, repeating it over and over again. Remember, PTA members will be tired of the message long before it begins to even sink in with decision-makers and the general public.
Using the Media
Media provides the best opportunity to reach the most people within your target audience at a given time. Therefore, the importance of planning and executing a media plan cannot be stressed enough. Media coverage does not happen without legwork. Those who work the hardest to attract, maintain, and control the attention of the press will, in the end, be the most visible to the public. To be effective:
Assess the Media Available in your Community
This will require researching all types of media outlets (newspapers, radio, television, etc.) in your area. Make a complete list of these outlets along with contact names, phone and fax numbers, and email addresses.
Write a Media Plan
A media plan should include ways to generate interest in your issue; educate policymakers, legislators, and the public; reveal alternative information to reporters; or force a decision-maker or candidate to take a position. Your media strategy needs to be tailored to effectively reach the decision-makers you are trying to influence. If you are reaching out to legislators and policymakers, you will want to aim your efforts toward the op-ed pages and editorial board meetings. If your goal is to reach the general public, morning news radio and press events will reach a broader audience.
Become a Reliable Source for Reporters
As a PTA leader, you understand how children are affected by what happens in and out of school. You need to make this expertise available to reporters. Try to keep the relationships with the media friendly and honest, and do not be afraid to approach reporters with an issue or a story idea. Remember that they are doing their job by reporting your stories, so try to make it easier for them by maintaining open lines of communication. The best way to start this relationship is by calling and introducing yourself as the spokesperson for your PTA. Tell them you are available to answer any questions they may have and request that they call you for verification before they quote a PTA position.
Access to the Media is Access to the Public
The story printed or broadcasted by the media can be shaped by the information you provide. Take advantage of breaking news on topics of interest to PTA by being a resource and a spokesperson. Let the media, and the community, know you are part of the larger picture, but also discuss the local impact of a national story. If a story is happening on the state or national level that has local impact, offer interviews, up-to-date information, and anything that can give a reporter a fresh angle. There are a number of media outlets and strategies to consider when publicizing your story.
Daily and Weekly Newspapers
Daily newspapers cover national, state, and local education policy and initiatives, elementary and secondary school education, and other related topics from many angles - from profiles to school board meeting coverage. Weekly newspapers mainly report on stories of local interest.
When you increase your knowledge of the primary ways newspapers cover stories and make contacts with local reporters, you can contribute to stories and keep reporters informed about current PTA initiatives.
Pitch a News Story
By pitching news stories, you "sell" your story to reporters. This involves giving enough information to show the issue has a broad range of readers in the community. You should not call a reporter with a story idea unless you have something that is truly newsworthy. The most widely used way of pitching a story is to fax a press release or a media advisory to a news paper with enough information to get them interested.
When calling reporters, keep their deadlines, and timetables in mind. A daily paper usually has a 6:00 p.m. deadline and reporters are busy writing their articles between 3:00 - 5:00 p.m. Articles for weekly papers are usually wrapped up three days before publication.
Wire Services
Wire services, such as AP and Reuters, are news organizations that provide print and broadcast media with up-to-the-minute news. Wire stories are frequently picked up and run by smaller newspapers and broadcast outlets. The best way to get your information to wire services is by faxing or e-mailing press releases. Once again, be sure the information in the press release has wide-reaching interest before you proceed.
Press Conferences
If you have something exceptionally newsworthy, a press conference may be a good way to get broad coverage. The most important thing to remember is that reporters will not attend a press conference unless they feel you have actual news to deliver. Keep visuals and convenience in mind when choosing your location. You will have a better chance of having a television camera crew dispatched if the conference is conveniently located with available parking.
Schedule the Event
The best days to hold a press conference are Tuesday, Wednesday, and Thursday between 10:00 a.m. and 2:00 p.m. If it is later than 2:00 p.m., reporters may not be able to meet their deadlines.
Alert the Press
Alert reporters, via fax or e-mail, a few days ahead of time. Fax a copy of the media advisory to the daybook - a computerized calendar of media events in your media market maintained by the local newswire service (most likely Associated Press) - as well. Call key reporters the day before the press conference and ask if they have received your media advisory. Prepare press kits by including a press release summarizing the story, a list of all speakers along with their titles and brief biographies, and any other background pertaining to the story. Assign at least one person to greet the media with a sign-in sheet in order to keep track of who attended the event.
Prepare the Site and Your Speakers
Place a PTA banner or sign in front for the cameras. Prepare the speakers by asking them some of the tough, anticipated questions ahead of time, offering a written list of short, quotable answers (talking points) with which to respond.
Follow Up
After the press conference, call all reporters who attended the event and ask them if they have any questions or need more background information. Make phone calls and fax or e-mail press releases to those reporters who did not attend. If your PTA has a website, put the media advisory, press release, and contact information on the site, making it available to those who weren't able to attend.
Editorial Board Meetings
The Editorial Board of a media outlet determines and writes the papers' official positions on various issues. To arrange a meeting, submit a letter to the editor covering education issues. Be sure to include why the issue is timely and identify the local angle; then, follow-up your letter with a call requesting a meeting.
Op-Eds
Since most editors receive more op-eds than they could possibly print, it is best to first call the editor to see if there is an interest. When submitting the draft, include a cover letter stating any relevant credentials the author may have and PTA background information. Many newspapers now accept material via e-mail, which saves them the time of having to rewrite it from scratch. Keep the draft around 550-700 words; include the author's name, telephone number, and word count in the top left-hand corner. If you do not hear from the editor in a few days, follow up with a phone call. Remind him or her about the local interest and concern. If the op-ed is rejected, find out why so you can get published next time.
Letters to the Editor
This section of the paper is read by more people then any other section. Letters to the Editor can be used to clarify or correct facts misstated in an article or opinion piece; support or oppose official actions of the government, an agency, or special interest group; bring attention to a problem; create interest to encourage reporters or editors to write about a story not already being covered; or generate public support for your issue or cause.
Most papers limit Letters to the Editor to 250 words, so it is important to be brief, clear, and concise. Refer to the main newspaper article by name and date. Give enough background to convey the main points raised by the original story, assuming the reader has not seen it or does not remember it.
Television Coverage and Interviews
Television is driven primarily by ratings, so it is important to have realistic expectations about receiving coverage. Get to know the assignment editors in your area. When you call to suggest a story, make sure they understand the local angle and the importance of the issue to the community.
When preparing for television interviews, dress conservatively, but avoid black, gray, or pure white clothing, and anything bold patterns. Wear something that will accommodate a clip-on microphone.
Be conscious of your hands and keep them by your side during the interview. Use simple words and phrases, and practice sentences that begin with, "The real story is," or, "There are three things people need to know about this issue."
Do not allow yourself to be drawn into speculation or a hypothetical line of questioning. Remember you are never completely "off the record."
Radio
Radio has been an excellent way for PTAs to talk about issues throughout the nation, partly because radio has a much greater need for "news" than does television. Keep in mind your target audience and what they are most likely to listen to. Get to know the news directors at the radio stations broadcasting in your community, making yourself available as a resource for information on topics of concern to PTAs.
Internet
The Internet is an efficient way to disseminate a large amount of information to your members, strategic targets, and the media. A well-planned and -designed web page adds credibility to your organization. Your local PTA can build a website and post information regularly about the issues and the effects your advocacy campaign is having. You can also incorporate reciprocal links to other allied organization's sites and use the site to direct reporters for further background information on issues.
Communicating with Decision Makers
The more local, state, and national decision-makers you persuade with your message, the better your chances are of achieving PTA priorities or keeping initiatives that PTA opposes from becoming law or policy.
The first step is establishing and maintaining an open dialogue within your own local PTA network. This means including an advocacy activity at every meeting and finding efficient ways to contact your advocacy volunteers, such as building an e-mail list or phone tree.
Once you develop a message that resonates, you will need to write up a fact sheet on the issue you've chosen and the corresponding PTA's position. The fact sheet should include:
The issue and background facts
The PTA's position
What you want to happen
The number of PTA members you represent
Then, forward copies of all correspondence, preferably via e-mail, to the state PTA legislative chair and PTA's Washington DC office.
Once you have developed your message and fact sheet, you are ready to build relationships leading to "one-on-one persuasion." If you have ever met with your school principal to talk about a school policy, spoken at your local school board hearing, called the governor's office, or written to your member of Congress, you have engaged in "one-on-one persuasion."
Identify PTA members interested in engaging in "one-on-one persuasion" and encourage them to join the PTA Member-to-Member Network as well as your local and state networks. Keep their names, addresses, phone numbers, and e-mail addresses handy in a notebook or database.
There are three main methods of "one-on-one persuasion."
Direct Communication
The first step is to schedule an appointment with the decision-maker. If you are trying to communicate with a principal or school board member you can usually talk directly with them. It is often more difficult to arrange a one-on-one meeting with a state or federal lawmaker, so ask for the staff member handling your issue to arrange a meeting. If you are scheduling an appointment with your U.S. or state legislators, you can usually meet with the staff member in the local, district office near your home. Often a contact in a district or state office provides a better opportunity for communication.
Draft an Agenda for the Meeting
Compile a list of the issues you want to discuss. If others will be attending the meeting with you, assign a specific issue or point for each person, limiting yourself to no more than three issues per meeting.
Arrive Prepared and On Time
Have your group meet in the hallway and then go in together. Once in the meeting, immediately identify yourselves as PTA members, and be prepared to identify the PTA position and to discuss any arguments the opposition is making. If you do not have the answer to a question, say so. Politely explain you will need to do further research and follow up at a later time.
Get a Commitment or Schedule a Follow-Up
Before you leave, ask the decision-maker when he or she expects to make a decision or if one has already been made. If he or she is unable to give you a commitment, ask when you should follow up. Leave behind a fact sheet highlighting the issues and your contact information, offering yourself as a resource.
Communicate on a Regular Basis
A solid relationship with decision-makers, or their staff, will build your credibility and clout. When you see the decision-maker out in the community, be sure to greet and remind him or her that you are one of the PTA leaders with whom he or she met to discuss your issue.
Offer to Speak Publicly or Provide Testimony
Testifying before a committee of lawmakers or policy makers is an excellent means to explain what you want to do and what new information or perspective you will bring to the issue. Procedures for submitting testimony vary, but generally it is written and submitted in advance. When preparing your written testimony, be sure to include the history of the issue for PTA as well as your position, and how it affects the local community. If you are testifying in person, identify your three key points in your statement, your rationale, and your recommendations for action.
Letters, Phone Calls, Faxes, E-mail
Letters, faxes, or emails help to inform your policy makers, as well as alert and educate PTA members on the issues. On the federal level, the delays caused by security concerns have made e-mail and faxes the preferred method of communicating with your member of Congress. For effective communications, follow these steps:
Identify the Coordinator
Before you begin the letter writing campaign, select a person to coordinate your efforts, someone who has a good working knowledge of PTA resolutions and positions. This person needs to develop regular communications with the legislative chair and become part of the PTA Member-to-Member advocacy network to receive PTA Action Alerts on the course and content of legislation before Congress. Information contained in the Action Alerts often includes sample talking points and ways PTA members can contact their national lawmakers before they take action on pending legislation.
Make it Easy for Advocates to Participate
The coordinator should make it as easy as possible for the maximum number of people to participate. This may mean posting the information on your website, forwarding the Action Alert via fax or e-mail, and handing out information at the next PTA meeting. You may also need to telephone certain members who are not connected to the Internet.
Tips on Writing to Your Elected Officials
Many legislators believe that a letter represents not only the position of the writer but also many other constituents who did not take the time to write. While many elected officials do not read letters personally, their staff members will read them, draft responses, and inform their boss about your concerns. These tips will help increase the effectiveness of your letter:
Keep it brief. Letters should never be longer than one page, and should be limited to one issue. Legislative aides read many letters on many issues in a day, so your letter should be as concise as possible.
Get to the point. Start with who you are and what you want up front. In the first paragraph, tell your legislators that you are a constituent and identify the issue about which you are writing. If your letter pertains to a specific piece of legislation, identify it by its bill number (e.g. H.R. ____ or S. _____).
Hit your three most important points. Choose the three strongest points that will be most effective in persuading legislators to support your position. Be prepared to explain or clarify the points you are making.
Personalize your letter. Tell your elected official why this legislation matters in his or hercommunity or state. If you have one, include a personal story that shows how this issue affects you and your family. A constituent's personal stories can be very persuasive.
Personalize your relationship. Have you ever voted for this elected official? Have you ever contributed time or money to his or her campaign? Are you familiar with him or her through any business or personal relationship? If so, tell your elected official or the staff person. The closer your legislator feels to you, the more powerful your argument is likely to be
.
Remember, you are the expert. Your legislator's job is to represent you. You should be courteous and to the point, but don't be afraid to take a firm position. Often, your elected official may know no more about a given issue than you do. You can find the contact information for your Members of Congress online.
Understand that you may be speaking to an aide, not the legislator. The legislator's aides are key people with whom you will be dealing most of the time.Write down the name, since you will need it for follow-up conversations.
Be clear about what you want from this phone call. You are calling simply to register your informed opinion on a pending issue. You are successful if the lawmaker's office understands that a concerned citizen has weighed in with a strongly-held opinion.
Introduce yourself and give your address, making clear you are a constituent. If you have any special credentials, state them. Just the fact that you're associated with a PTA is a credential, but you may have other qualifications to support your opinion.
Say why you are calling. Assuming you are calling about pending legislation, state the bill number and explain what the bill does. Don't expect the lawmaker to have every bill memorized. Get right to the bottom line. You are calling to urge a yea or nay vote.
Pause briefly for a reply but be prepared to continue without feedback. The legislator or aide is likely taking notes and may want to hear you out before commenting
.
Establish an E-mail List or Telephone Tree
To be successful at this rapid "one-on-one persuasion" technique, you must be able to contact the maximum amount of advocacy volunteers in the least amount of time. Faxes and e-mail alerts are the most efficient, but it is important not to forget those members without access to this technology.
Establish a telephone tree by formulating a plan for calling those without access to the Internet or fax machines. Divide the names of people to be called among reliable people who will follow through on requests. No one should make more than five calls, and you should update this list frequently since more and more people are signing up for email every month.
