Step 4
Get Strategic
Develop an Agenda for Action
Keep your action plan high-level and straightforward so that it remains actionable. This sample tracker can be created as an Excel or Word document and is easily expanded.
| Steps | Goal/Objective | Target(s) | Timeline | Progress |
|---|---|---|---|---|
| Action 1: Grow the base | Expand community engagement | |||
| Action 2: Expand Media Engagement | Outreach to key state, local reporters (e.g., Letters To the Editor [LTEs], op-eds, press releases, press conferences/Town Halls, etc.) | |||
| Action 3: Know State/National Issues | Keep pace with education legislation |
Create Targeted Messages
The national campaign has a set of key messages that can inform your outreach to key groups or individuals. That said, we understand the need to localize your messages to ensure they connect to hot topics undergoing discussion in your region or state. Again, if you are a local school board member or administrator, be certain to check with your public affairs office to understand and abide by communications protocols.
As you develop added messages that connect to the campaign, develop persuasive messages of interest to your audience that follow these key principles:
The Basics
For each hot topic or issue you address, develop three to five key messages.
Be concise; develop brief messages (under 25 words is best) that have the power to motivate busy people to hear, consider, and take action.
Write for clarity – avoid the use of jargon to develop messages that are accessible in cross-cultural or multilingual environments.
The Specifics
Make national messages locally relevant; key influencers need to understand how an issue impacts or benefits them.
Other critical sources include the NSBA website – www.nsba.org. Be certain to explore the websites of local school districts/schools for community-based information on local hot topics and priority issues.
Do not force a concept; after additional research, if you cannot back up a key message with sufficient evidence, the message should be rethought and rebuilt.
It is always wise to test draft messages with those unfamiliar with its content to ensure that final messages are clear, accessible, and on point.
Back to Step 3: Get Connected << | >> Go to Step 5: Get Involved