Welcome and Introductions

The Academy Framework

Basics of Communications Strategy

This workshop will provide a conceptual framework for the training. Effective communications are built on sound strategies that help you maximize your limited resources and achieve your goals. A solid communications plan sets you up for success by outlining a powerful, proactive strategy for your organization or issue. You’ll learn how to integrate other training subjects presented this week to complete your plan.

Message Development

This workshop will help you determine how to craft compelling, targeted messages that move your key audiences to action. In this session we will provide a proven model for introducing your issue, overcoming barriers to action, and connecting with your audience to encourage them to work with you to achieve your goals.

Developing Relationships with the Media

Participants will learn the basics of pitching news and developing relationships with gatekeepers of information including reporters (including citizen journalists), editors, producers and news directors.

Telling American Stories

Learning how to frame your issue in terms understood by the American public can be a key to gaining their support. In this workshop, we'll explore the connection between progressive and traditional American values, larger themes that recur over and over again in American history, and what typically American words and images can help you connect with your target audiences.

Branding

Branding is one of the least understand words in communications, and one of the most important. This interactive session will help participants better understand their organization's own brand through exercises and case studies.

Op Eds

Op Eds (signed pieces that appear opposite the Editorial page in newspapers) are a powerful tool for getting your message out. They allow you to control the message precisely and reach influential opinion leaders in your community. You'll learn how to craft and place them in this engaging workshop.

Communications Consultation Clinics

One-on-one sessions with local communications professionals (matched with participants based on their experience with issues/ media). Its the perfect time to ask a question about framing a difficult issue, jump-start a communications plan for a new campaign, and get some good advice from some very smart people.

Strategic Online Communications

Maneuvering online communications requires as much planning as traditional media. This session will use the strategic communications framework to help participants plan a strategy for the online world. Emphasis will be placed on applying elements of traditional communications in an online arena.

Spokesperson Skills

You've spent the past two days developing your strategy, identifying audiences and crafting messages to reach them. Now it's time to put those messages to the test by practicing delivering them. This session will focus on do's and don'ts of being an effective spokesperson for your organization. Learning objectives include how to develop and deliver strong message(s) as well as tips for staying on message.