messaging, advocacy, storytelling, bridging, testimony

1. Women’s Policy Institute: Effective Messaging and Testimony

3. You Can All Do This!

14. Messaging Tips

16. How Do You Deliver Your Messages Successfully?

18. Learn from the Pros Chevron campaign tries to balance need for oil with global warming – SF Chronicle 9/28/07 Chevron executives say they know that an advertising campaign, even one this lavish, won't make everyone love them. The company's market research consistently show that some people approve of oil companies and some despise them. "And it doesn't matter what we say - they're going to feel that way," said Helen Clark, Chevron manager of corporate brand and reputation . " But there's a large faction in the middle that really is open."

19. How Is Your Policy Unique ? “ Only we…”

20. Worksheet – Finding Your Unique Voice

25. Common Types of Effective Stories Applies in Media and Testimony….

26. What Makes a Story?

39. Developing Your Fact Sheet and Key Messages

41. Framing – The SPIN Way

42. Framing – In Action Preschool for all of California’s children Enormous unnecessary public expenditure OR Wise public investment to improve lives, reduce crime & increase college graduates

44. The Question & Answer Game

45. It should NEVER be this way

47. Bridging – The Ultimate Answer

56. Do’s & Don’ts For Effective Testimony

57. Do’s for Effective Testimony

58. Do’s For Effective Testimony

59. Don’ts for Effective Testimony

60. Don’ts for Effective Testimony

61. Types of Questions – Prepare your own

68. Let’s Practice!

70. Additional Resources SpinProject.org – resources, templates, & how-to’s SmartChart.org – tool for building your communications plan

71. Dan Cohen, Principal Full Court Press Communications FCPcommunications.com 510-271-0640 @fullcourtpress / @dcstpaul