Words that Work
Commissioned by Press Forward, this toolkit was developed by the Beekeeper Group, a strategic communications firm, to provide research backed-words, phrases and messaging approaches. The toolkit breaks down three types of message frameworks: Accountability, Public Good, and Civic Life, outlining why they work and which demographics relate to them best.
The toolkit also provides recommended word lists for each message type and each of the research demographics. There is also extensive guidance for what not to say, and how to answer tougher questions funders might face when talking to community stakeholders about the importance of local news.
Use This Guide to:
- Craft effective talking points for your target audiences when talking about local news.
- Understand useful message frameworks for local news, and what kind of messaging to avoid.
- Be more knowledgeable of what key demographics know and how they feel about local news.
Suggested Content:
Source: Press Forward