Core Messages

 

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Core messages

 

  • Connect with the public interest and core values.
  • Are short and easy to remember and repeat.
  • Provide frame and context, not just facts.
  • Anticipate and neutralize the opposition’s messages.
  • Generally are about outcomes, not process.
  • Have to be true.
  • Work with all audiences – workers, public, politicians, etc.
  • Have some emotional punch.
  • Are likely to hold up throughout the campaign.

 

 

GOAL

“MESSAGE” THAT IS REALLY SUPPORTING FACTS OR SPECIAL INTEREST ARGUMENT

MESSAGE WITH PUBLIC INTEREST FRAME & VALUES

A pay increase, a reduction in what health insurance costs, and employer neutrality so workers in non-union operations can join without interference.

These workers make only $7 an hour. Even though they clean 30 offices in four hours every night, their paychecks are below the poverty line. They can’t afford hundreds of dollars per month for health coverage for themselves and their families.

We’re standing up for the American Dream.

If you work hard to provide important services in our city, you shouldn’t have to choose between food on the table or medicine for your children.

Protect public employee health benefits from proposed cuts.

These public employees gave up increases in their pay package over the years in order to win and maintain health coverage. These are benefits they have earned.

We’re working hard to win affordable health care for everyone in this state.

Public officials should join us in that effort, instead of taking affordable care away from thousands of working families.

Win legalization for immigrant workers.

Our proposal fixes our broken immigration system, protects immigrants’ rights, and provides basic fairness.

Taxpaying immigrants who are working hard for the American Dream should be able to earn legal status.