How to Use the Messages
Where Should I Use the Messages?
Everywhere and in everything you say or do during
Co-op Month.
The message points should guide every discussion you have about
Co-op Month—with members, public officials and the media.
This applies to all media interviews, of course, but also to all
other written and spoken communications, including community events,
co-op newsletter articles, op-eds, invitations to Co-op Month events,
etc. We've provided sample news stories for your newsletters and
other publications that you're welcome to use.
Only if all Co-op Month spokespeople repeat these
messages will we deliver a consistent message that will inform the
public about availability of the more accountable and responsive
cooperative business model.
The sample public relations materials we've provided
all embrace the same core messages with variations on the theme,
depending on the audience. Producer and consumer co-ops alike can
deliver these messages.
Why Should I Use the Messages?
Because they are powerful, relevant, and timely. Because
these messages tie into the corporate accountability issues, they
will be appealing to the media and to the public. More important,
they help us achieve the goals of Co-op Month, which are to raise
public awareness of cooperatives and celebrate our accomplishments.
Unless Co-op Month spokespersons deliver a clear and consistent
message and support them with the survey data and local examples,
cooperatives won't achieve these goals.
How Should I Use the Messages in Interviews?
These points are not answers to specific expected
questions; they are answers to all questions. No matter where the
interview starts or meanders, Co-op Month spokespeople should redirect
the interview to the key proactive messages and supporting talking
points. Click here for tips on guiding interviews relating to the
survey.
We've provided some sample questions that you can
expect from journalists, along with some suggested answers that
reflect the overall messages for Co-op Month.
Don't feel uncomfortable repeating the same idea in an interview:
good spokespeople repeat their key messages four to six times in
a five-minute interview. If every spokesperson repeats these messages
in every interview about Co-op Month, we will make great strides
in educating the public and policymakers about the pivotal role
co-ops play in American communities and the accountable business
alternative they offer to consumers.
How Do I Make It Personal?
To illustrate these message points, you can gather
additional and specific data about the role and power of co-ops
in your state, region or community to supplement the supporting
information we've provided for the messages. You also should share
personal stories that you have gained through your experience with
cooperatives.
Close to home examples make the messages more compelling and relevant.
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