: Message Development

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 (place them in four quadrants of the box): What PTA says about the issue, what the opposition says about the issue, what PTA says about the opposition's position, what oppositions 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
Write a Media Plan
Become a Reliable Source for Reporters

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.

For more information about strategies for using media and communicating with decision-makers, download the PTA Grassroots Advocacy Manual from the link below.

Additional Resources

PTA Grassroots Advocacy Manual
A toolkit to assist you in advocacy efforts at every level--local, state and national.