Communicating for a Change

Plan Your Communication

Information

What does the audience need to know?

What’s the goal?

What’s the win?

What’s the point you are trying to make?

What’s the one thing I want my audience to know?

What is the question I am answering?

Motivation

Why does the audience need to know about it?

What is the tension that this communication will resolve?

What can I do to make my audience feel the tension?

What mystery does this communication solve?

Application

What do I want them to do about it?

What can I do to get the audience to know the answer to my question?

Inspiration

Why do they need to do it?

What can I do to make my audience want a solution?

Reiteration

How can I help them remember it?

Structure the Communication

Orient the communication

Identify with the audience

Illuminate the message

Provide an application

Inspire them to move forward