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What the timeline is and when changes will take effect. • W hat will happen if your goal is not achieved. • How the public will know if the program has been successful. • W hat action the public is being asked to take. Repeat your message. Talk about what you are going to say, say it, and then talk about what you said. [ 29 ] Return to Table of Contents C h a p t e r F i v e Wisconsin Governor Scott Walker speaks with the press about job creation at the Ruud Lighting Plant. When holding press conferences, choose sites that amplify your message.

Putting visuals on your Web page and in your blogs is also important. Just as newspapers run pictures to enhance stories and to break up text, so should online and social media. Because audiences have shorter attention spans for online communication, good visuals are particularly important for newer media. Just as text for digital media needs to be briefer and livelier, so should Web pages and social media sites feature a mix of still and video images. [ 40 ] T o o l s o f t h e P r e s s O f f i c e TO THE POINT WRITING FOR RADIO All over the globe, citizens are getting information from radio—commercial, public and community.

Your goal is what you want to accomplish. The message articulating that goal captures your ideas in a way that can be easily understood. Although a government is likely to have many goals it wants to achieve, it often needs to bundle them into three or four overarching objectives to have coherence. Talking about too many can be confusing and result in losing the public’s attention. For example, under the goal of strengthening the economy could be the goals of reducing unemployment, boosting exports and increasing investment in the country.

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