Determine the message that you want people to know.
Use it consistently, and anticipate both positive and negative responses.
Example: The message: "Stand up for the arts! Keep Ovation on the Air."
In 2012, Time Warner Cable's plans to drop Ovation - a television channel dedicated to the arts and contemporary culture - inspired a social media campaign, live events, and attracted news coverage. Almost 90,000 people signed their online petition. Time Warner returned Ovation to its service in fall, 2013.
- Short -- easy to say & remember (e.g. no longer than 15 words)
- True -- otherwise it is easily dismissed and hurts your credibility
- Relevant to your audience -- it should speak to the attitudes and concerns of your target audience, otherwise they will tune it out
- Heartfelt -- if you do not feel it, who else will?
- Repeated -- and repeated and repeated…The more people you reach and move, the more support you could gain.
- A good message sparks a feeling (ie pride, frustration, even outrage). Feelings motivate action.
Select those most likely to be supportive
- Focus on who can help: start with internal audiences, then move to potential external audiences
- Do not just preach to the converted.
- Involve prominent people to lend credibility
- Join with others, including unusual partners
- Be a good listener
- Know when to “back off.”
- Spend one third of your time addressing the issue(s), and the rest listening to their thoughts on it.