Braslow, Juliet

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Giving soils a voice: Key messaging and pitching for impactEuropean Network on Soil Awareness MeetingJuliet Braslow October 22, 2015www.ciat.cgiar.org j.braslow@cgiar.orgPlan of Action9:30 • Introduction9:40 •Distilling Key messages9:55 •Principles of pitching10:10 •Develop and practice pitch in groups10:35 •Pitches to a panel for feedback11:00 •Close for coffee breakObjectives• Communicate more effectively through key messages• Practice & tips for crafting your message into a pitch and call to action or “ASK”• Prepare & deliver a pitch for a specific target audiencePhoto: www.worldarchery.orgDistilling Key messagesWhat story do you want your audience to walk away with?Deliver one strong, simple message clearly & conciselyCut out the fluffStreamline  sentences Narrow down messageInternational Year of Soils Key Message examplesIYS 2015 Key messages: http://www.fao.org/soils-2015/about/key-messages/en/#c318020How to?.. With practiceImagine you had a quick minute to tell someone why she should care about soil1. Write down what you want to say2. Cross out words until you have the shortest sentence you possibly can3. Deliver your simplified message to someone (person A)4. Have that person (A) tell a person (B) who wasn't in the room what you just said5. If a person (A) who hears your simple message can repeat it pretty accurately to the next person (B), you've got it right.  6. If they don't say exactly the words you want repeated go back to simplify it some more.  Distilling a key message example1. Soil provides more than just the nutrients for the plants that feed us. It helps provide clean water and regulate the climate. But soil needs to be actively protected or restored in most cases in order to provide these services we depend on. This requires an urgent investment of money, time, and resources.2. Soil provides services we depend on and we need to invest in healthy soil now3. Healthy soil is worth investing in nowNow you try!Draft, deliver, and receive feedback in 6 minutes1. Write down your ideas and distill the simple key message (2 minutes)2. Find a partner next to you and you each share it in 1 minute (2 minutes)3. Can you repeat your partner’s 1 minute message back to them now? (2 minutes)6min.G. Smith/CIATThe next step:Taking your key message to an audienceJ.BraslowWhat is a ‘pitch’ and why do you need one?• Short pre-prepared speech• Informs, persuades and asks for somethingWhat does it do for you?• Gets your key message across• Gets your foot in the door • Gets across exactly what you want • Makes your audience careJ.BraslowPitching Principles1. Know your audience 2. Be clear and crisp with your facts (no jargon)3. Give it a human angle (with stories) 4. State the Action you want them to take – your ‘ASK’ 5. Build Soft skills- beyond the words you say6. PRACTICE, feedback PRACTICE, feedback PRACTICEJ.BraslowG. Smith/CIATG. Smith/CIATSo what?Hristo Neychev1. Know your Audience• Do a little research so you can:• Understand what they want • Know what issues they supported in the past• Play to personal biases• Spell out why they should care• Appeal to their cause• Place recommendations within bigger societal concerns• Example: policy makers concerned about constituency reaction and re-election• Need election cycle sound-bytes2. Be clear and crisp with your factsUse numbers very strategicallyTo pull at heartstrings or impressTell them the cost of the projectAND the likely cost of inactionUse terminology you know they understandAvoid jargon and acronyms3. Put a story behind your facts• Everyone you pitch to is a person with emotions• Appeal to their humanity/circumstances• Give it a human angle to paint a picture or tell a story• What is your story, or an individual’s story?• Link it to the bigger societal picture and current eventsJ.Braslow4. Know your ASK• Clearly state what asking audience to DO– Maybe it’s just getting a next meeting• Present your solution as feasible • Beware of too big or broad like “ending hunger”– What do you want listener to DO about it– DO connect Ask to bigger picture• Have confidence in your solution J.Braslow5. It’s not what you say, but how you say it 7% WordsCan make or break your pitchGraphic: Hristo NeychevThree parts of a pitchOpening• Grab attentionMiddle• Make them careClosing • You can DO it!Inform EmpowerPRACTICEGraphic: Hristo Neychev• Practice using video and audio recording• Practice on family, friends, colleaguesInstructions to develop your group’s 2 minute pitch1. Choose your topic (ideally soil related)2. Identify your audience and their information needs1. Panel will role play this type of audience3. Distill your 1 key take away message4. Why should your audience care? 1. Add the human/emotional element2. Link to their interests and needs5. Clarify your Ask – what do you want them to DO?6. Compose pitch: Opening, Middle, Closing7. 1 volunteer to give the 2 minute (max.) pitch25 min.Directions for Panel• 3 volunteers will sit on the panel and rotate• Assume role/perspective of target audienceFeedback (1 minute each):• Was the key message clear?• Was the ASK clear? Would you consider it?• Would you invite back for a 2nd meeting?• Feedback on what was done well and suggestions– For our list of Do’s and Don’ts25 min.3PitchesThank you!Please feel free to contact me: j.braslow@cgiar.organd follow on Twitter @JulietBraslow

Giving soil a voice: key messaging and pitching for impact

https://cgspace.cgiar.org/bitstream/10568/68782/1/givingsoilavoicemessagingandpitching2015.pdf

Giving soil a voice: key messaging and pitching for impact

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