Key Messages and Social Learning
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This document discusses best practices for working with media and creating effective key messages. It emphasizes the importance of defining a clear target audience and desired outcome when developing key messages. It provides tips for writing concise, action-oriented messages and practicing them for interviews. The document also reviews options for communicating messages through mass and social media, and advises treating interviews as opportunities to link responses back to pre-written key messages. Overall, the document aims to help readers effectively engage media and share important messages with broader audiences.
Key Messages and Social Learning
- 1. Working with the Media, Key Messages and Social Learning Becky Koch & Bob Bertsch NDSU Ag Communication
- 2. Goals • Who is your target audience? • What do you want them to do? Flickr: mrgreen09
- 3. Media • Mass • Social • Create key messages to use in a variety of mass and social media
- 4. Creating Key Messages Goal: “improving the health of our country through diet and in many cases reversing childhood obesity” – Tom Vilsack, U.S. Secretary of Agriculture
- 5. Creating Key Messages Key Messages: • Eat healthier • Eat a little more than 25% vegetables, a little less than 25% fruits, a little more than 25% grains and a little less than 25% proteins • Learn more about food and nutrition
- 6. Creating Key Messages Better Key Messages: • Make half of everything you eat fruits and vegetables • Use smaller plates to help you eat less
- 7. Creating Key Messages • Provide a roadmap – what to do and how to do it • Shrink the change – don’t give too many options • Focus less on what you want people to know and more on what you want them to do
- 8. Key Messages • Write out • Practice • Bridge to key messages in interviews
- 9. The Interview • Pause to gather your thoughts • Answer in complete sentences, bridging to your key messages • Keep responses to 20-second sound bites • Avoid acronyms, speculation • Don’t say, “No comment” • Nothing is off the record
- 10. TV Interview Tips • Keep eyes on interviewer • Put one foot forward • Wear solid colors, not white • Don’t feed the mic or fill dead air • Avoid hats • Use natural gestures
- 11. Media Contacts • News releases – Most important information first – Who, what, where, when, why, how • • • • • Media advisories Fact sheets Emails Phone calls Relationships
- 12. Media • Many options to communicate and educate • Mass and social media just a few
- 13. Online Communication & Transformational Education Both high content transmission and a high level of process are the most effective in helping people and communities to solve problems or address issues.
- 14. Online Communication & Transformational Education We need to bring high process to our already high content to begin using online communication as a critical element of a lifelong learning network that helps people improve their lives and communities.
- 15. The Communications and Knowledge Landscapes have Changed Extension's customers access information through devices and media that didn't exist 13 years ago. 2000 2013 46% of adults use Internet 5% have broadband at home <20% watch video online 53% own a cell phone 0% use social networks 85% of adults use Internet 70% have broadband at home 78% watch video online 91% own a cell phone 72% use social networks Slow, stationary connections built around my computer Fast, mobile connections on outside servers and storage - Pew Internet & American Life Project, http://www.pewinternet.org/
- 16. % of Online Adults Using Social Media Date All internet users 18-29 30-49 50-64 65+ 2/2005 8 9 7 6 – 8/2006 16 49 8 4 1 5/2008 29 67 25 11 7 4/2009 46 76 48 24 13 5/2010 61 86 61 47 26 8/2011 64 87 68 49 29 2/2012 66 86 72 50 34 8/2012 69 92 73 57 38 12/2012 67 83 77 52 32 5/2013 72 89 78 60 43
- 17. “Sure there’ll be Mastadons around for a while, but the ice age is over. They can move to higher ground, or migrate towards the poles, but these are temporary moves.” - from an Amazon book review of “11 rules for creating value in the social era.”
- 18. Active Learners • Able to build & grow an online personal learning network • Comfortable communicating in online social spaces • Understands best practices for maintaining privacy in online spaces • Understands and follows best practices for maintaining security in online spaces • Understands and leverages the power of online networks • Able to narrate work in online spaces
- 19. What is a learning network? a deliberately formed network of people and resources capable of guiding our independent learning goals and professional development needs.
- 20. Content Commentary Research Experience Conversation Experts Colleagues Friends Filter Filter Filter Creation Curation Sharing Filter Filter YOU Adapted from “Creating a Personal Learning Network,” http://www.slideshare.net/corinnew/creating-a-personal-learning-network-5016387
- 21. My learning network Seek Feedly Sense Diigo Zite Google Alerts Scoop.it Storify Twitter Facebook Google+ Evernote Share
- 22. Harold Jarche – www.jarche.com
- 23. Organizers • Able to create and edit content in Ag CMS, NDSU CMS, and/or blog • Able to create content that is timely, valuable, findable and shareable • Able to create content that functions well in a mobile environment • Able to deliver on-demand learning • Able to create and use multimedia to attract and engage users
- 24. Why Are Restroom HandWashing Signs By the Sinks? http://www.flickr.com/photos/akeg/
- 25. Formal/Informal Learning Formal Learning (Stocks) Informal Learning (Flows) • Content is standardized • Content is customized • Delivered in a specific space at a specific time • Available anywhere, anytime • Usually a passive setting • Encourages active learning
- 26. Formal/Informal Learning Stocks = archived, organized Flows = timely, engaging • Books • Blogs • Publications • Social media • Websites • Webconferencing
- 27. Formal education is a walk through the zoo, informal learning is a walk through the savannah. http://stephenwhart.com/quotes http://www.flickr.com/photos/godutchbaby/4432480199/
- 28. Formal education is knowing a tomato is a fruit, informal learning is not using it in fruit salad. http://stephenwhart.com/quotes/ http://www.flickr.com/photos/elanaspantry/3554762608/
- 29. Formal education is bricks and mortar, social learning is clouds and streams http://stephenwhart.com/quotes/ http://www.flickr.com/photos/mnsc/2768391365/
- 30. Formal education is the playbook, social learning is the huddle http://stephenwhart.com/quotes/ http://www.flickr.com/photos/whetzel/55214370/
- 31. Curators • • • • Able to find & share engaging content Able to add context to information Comfortable using online curation tools Understands the use of tags/hashtags for curation
- 32. Curation • Find • Filter • Contextualize
- 33. Connectors • Understand how networks that include external clients can support their own learning, as well as their clients’ learning. • Able to discover, understand, and participate in selforganizing online communities of practice/place/interest • Incorporating social-network participation into their current and long-term work plans. • Able to get people connected with online resources
- 36. Power/value of network • Exposure to incidental information – You don’t know what you need to know • • • • Asking questions Connectedness Awareness of trends What are others doing / talking about
- 37. “This is not the wisdom of the crowd, but the wisdom of someone in the crowd. It’s not that the network itself is smart; it’s that the individuals get smarter because they’re connected to the network.”
- 38. Engagers • Using online networks to engage and collaborate with others • Understands online collaboration tools • Able to start online conversations • Able to find and answer online questions
- 39. Reach, Influence, Impact • • • • • • NDSU Extension Employees = 390 N.D. Adult Population = 545,700 25% of 545,700 = 136,425 Dunbar’s Number = 150 # of NDSU Extension staff needed = 910 # of impacts needed per staff = 350
- 40. Reach, Influence, Impact • See audiences more as members of communities. • Become part of networks. • Increase others’ talking about our work. • Increase conversations with others.
- 41. More • Forward Looking Concepts in Cooperative Extension - bit.ly/CoopExtFuture • Working Differently in Extension – www.ag.ndsu.edu/workingdifferently • Agriculture Communication – www.ag.ndsu.edu/agcomm • Ag Comm Web Services on Facebook www.facebook.com/NDSUAgCommWebServices