10 practical tips for connecting with your...

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1.   Your title really matters.

10 PRACTICAL TIPS FOR CONNECTING WITH YOUR AUDIENCE

0

Title:

THIS?

Title:

or THIS?


2. Pay attention to the first seven words.

—or— Last week, in a meeting with the head of a special government committee…

Example: Which would you rather keep reading?

What I think everyone wants is an…

3. Link to other conversations of the day.


“Of the day”:

THIS?

“Of the day”:

or THIS?

…events, thought pieces, provocations, technical information, advice, rumors, book reviews, “how-to’s”, new ideas…?

4. Think in many formats. Use graphics and photos.

What about anecdotes, listsicles, photos, stories, photo stories, news, call to actions, publications, profiles, interviews, opinions, graphics, best practices, analysis…?


Photos/ graphics:

THIS?

Photos/ graphics:

or THIS?

5. Don’t rely on the logic of presentation. The logic of presentation, i.e. how we learned to present information in school: A.  Introduction

A.  State your topic B.  State your hypothesis

B.  Background information A.  Survey existing evidence B.  Determine how it relates

C.  Evaluate your hypothesis. A.  Discuss data/methods B.  Outcomes C.  Future exploration

D.  Conclusion

The logic of discovery, i.e. how our brains actually absorb/learn information & create new ideas: A. Pose a question B. I wonder if… C. Evaluate evidence and make connections D. Conclusion? E. Keep wondering…


5. Don’t rely on the logic of presentation.

—or— We haven’t yet overcome the centrality with which aid organizations portray themselves in the global development discourse.

Example: Which intrigues you more?

Are aid organizations the key to global development? If not, how can they portray themselves less hierarchically?


6. Make your website a jargon-free zone and banish

“trendy words” from your publications.


Jargon: THIS?

Jargon: or THIS?

7. Use active voice.


Active Voice: THIS?

“It was heard through the grapevine….”

Active Voice: or THIS?

8. Be personal. Be vulnerable. Use storytelling.


Be vulnerable: THIS?

Be vulnerable: or THIS?

9. Layer information. Build opportunities for people to “dig deeper” on sustainability issues.


Links: or THIS?

Links: THIS?

10. Make listsicles

your friend.


Listsicles: THIS?

Listsicles: or THIS?

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Part II Strategic Communications:

A Balancing Act

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Why are we here?

One well-crafted message can raise awareness of a problem or increase donations for a cause seemingly at the blink of an eye.

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Why are we here?

That same message can tear at people’s dignity and self-determination, and discourage real investment in a country’s people or economy.

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Analyze “voice.”

! What if…there is no such thing as a “voice for the voiceless”?

“When people portray us as victims, they don’t want to ask us about solutions. Because people don’t ask victims for solutions.”

Theo Sowa, African Women’s Development Fund CEO,

Aspen Institute New Voices Fellow

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Exercise: Analyze “voice.”

! EXERCISE/DISCUSSION 1) Who is speaking?

2) For whom?

3) About what?

4) For what purpose?

5) What’s missing?

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Exercise: Analyze “voice.”

!  EXERCISE/DISCUSSION 1) Who is speaking?

2) For whom?

3) About what?

4) For what purpose?

5) What’s missing?

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How can our communications help bridge artificial “us” vs. “them” divides?

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How can our communications help bridge artificial “us” vs. “them” divides?

Exercise

Story #1 questions: !  Did the author perpetuate any stereotypes?

!  If yes, how so?

!  Were there any public narrative elements found in the story? !  Story of me? !  Story of us? !  Story of now?

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Parting Words: Uphold all people’s sense of agency.

!  There’s no need to underestimate or fail to represent people’s abilities, skills, or commitment.

!  Root out stereotypes, generalizations, victimization, and exploitation.

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Closing & Acknowledgements

https://issuu.com/howmatters/docs/the_development_element

THANK YOU

[email protected] www.how-matters.org

10 practical tips for connecting with your...

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