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Creating a Message
What is a message?
A message is a carefully chosen phrase or set of phrases that summarizes your issue. It sums up your campaign into a clear and understandable sound bite that frames the issue in your discussion with the public, the media, or decision-makers. A message can be one sentence, but can also include a two to three sentence summary of the issue. Here is an example of a message from the Sierra Club:
The Du Pont Corporation wants to mine acreage adjacent to the Okefenokee National Wildlife Refuge. Their mining threatens the quality of the water filtered through the swamp, as well as the birds, fish, and other wildlife that make their homes there. This wildlife refuge is a national treasure, part of our children's unique inheritance, and private companies should not be allowed to destroy what belongs to all of us. Americans should speak up and tell the chairman of Du Pont to drop his plans to destroy the Okefenokee.
Why should I use one?
A message helps to effectively communicate your issues to the general public, decision-makers, and the media. If a campaign has one well crafted message and it is repeated over and over again, it is likely to be remembered and understood. Without a clear and consistent message, the public may be confused and not understand your issue. Every campaign should include a message – and usually just one.
How do I create a message?
The Center for Policy Alternatives suggests thinking about three questions when creating a message:
- What is the problem and who is impacted?
- What is the solution?
- What are the underlying values in this fight?
Some underlying values that most Americans share are:
- Responsibility for one's family
- Caring for oneself
- Personal liberty
- Hard work
- Spirituality
- Honesty and integrity
- Fairness and equality
- Love of country or culture
If you can explain your problem in terms of these values, it will be better received and more likely to be understood.
After thinking about these questions, try to craft three to four sentences that sum up your issue.
