M O D U L E 4

H O W T O C R E AT E A
M E S S A G I N GF R A M E W O R
K FOR YOUR CAMP
AIGN

Digital Advocacy Center Training

 GOALS

With this module, you will

learn:
To be successful How to construct key messages for
your campaign.
your message must
be aligned with your
campaign’s overall What makes up a good
goals, timing, and message for your target.
target audiences.

To integrate your message into a messaging

framework for campaigns, incl. timeline,
tactics, messengers, and channels.
 HOW DO YOU CREATE A
MESSAGING FRAMEWORK?

A messaging framework consists of the following:

Targeted key messages
for decision makers and
opinion leaders who are
present and active online
and who you can target
throughout the campaign
with those messages.
A message box that consists
of Key Messages about your
campaign, built around the
incentives of your targets to
identify how the messages
interact in public and the
media
A tactical framework for
using key messaging,
channels, messengers, and
the campaign timeline to
keep consistent pressure
on campaign
targets.

.
 P I C K I N G K E Y M E S SAG E S

Key messages do the

following:
What messages can you
send to the target Speak to the values of the
audience via the media
1 audience
and other channels that
have the best chance of
convincing them to take 2 State what the problem is
action?

3 Why it matters

4 What action should be taken.

 MESSAGES DOS AND
DON’TS

DO D O N’T
S S

1 Be clear. Be engaging Speculate, guess or conjecture

2 Be credible. Be positive Use accurate information or data

3 Personalize your messages Use too many messages

4 Use a call to action Antagonize your audience

 G E T T I N G S TAR T E D

1 2 3
GATHER YOUR TEAM
: : DEFINE YOUR ANALYZE YOUR AUDIENCE(S:
Developing a messaging framework is AUDIENCE(S): ):
usually a collaborative effort, and you Before you begin, your team must Start identifying what your audience(s)
should assemble a small team of reach a consensus on your will find persuasive, impactful, and
dedicated, knowledgeable colleagues audience(s), as that will determine credible. Think about “What’s In It For
and partners to help you populate your your messages. Me?” from their perspective and find
map. The size of the group will depend positives for your message and
on the level of skill, knowledge, and negatives from your opposition’s
trust existing between you and your message.
partners.
 S A M P L E M E S SAG I N G O N T H E
D I G I T A L A D V O CAC Y C E N T E R

While creating the

messaging plan for your
campaign, you can draw
on examples from the
Digital Advocacy Cent.er
 S A M P L E M E S SAG I N G

Download sample
messaging and use it
to craft messaging for
your campaign
 E X E R C I S E : C R E AT I N G Y O U R
M E S SAG I N G B O X

CONSTRUCTING YOUR MESSAGE

ADVOCACY OBJECTIVE:

TARGET AUDIENCE It’s now time to complete your

CONSTRUCTING YOUR MESSAGE:
CORE MESSAGE 1 - What is the problem?
CORE MESSAGE 2 - Why does it matter?
CORE MESSAGE 3 - What is the action that
needs to be taken? When does this action
need to be taken by?
message box. Ideally, after
conducting research, you’ll
complete the message box
together during a team exercise or
workshop setting.. This is key to
proper outreach and
communications online.
 You have now completed MODULE 4 of 12 of Track 1.
NEXT STEPS You can move on to Module 5 or go back and finish any modules you
: have not yet completed. Module 0 is compulsory.

Use this table to navigate through the remaining Track 1 modules

TRACK 1: MODULES STATUS
0: IS YOUR ORGANIZATION DIGITAL READY?
1: HOW TO USE DIGITAL TO WIN YOUR CAMPAIGN
2: HOW TO CREATE A POWER MAP FOR YOUR CAMPAIGN
3: HOW TO DESIGN A DIGITAL CAMPAIGN
4: HOW TO CREATE A MESSAGING FRAMEWORK FOR YOUR CAMPAIGN COMPLETE
5: HOW TO MANAGE CONTENT & COMMUNITY ONLINE
6: HOW TO CREATE & USE A FACEBOOK PAGE
7: HOW TO CREATE & USE A TWITTER ACCOUNT
8: HOW TO SET UP AND MONITOR INDICATORS OF SUCCESS
9: HOW TO USE FACEBOOK INSIGHTS
10: HOW TO USE TWITTER ANALYTICS
11: HOW TO USE DIGITAL TO SUPPORT YOUR LOBBYING EFFORTS
12: HOW TO SUPPORT IMPLEMENTATION OF POLICIES WITH DIGITAL
THANK

YOU