Week 12: Applying communication tools to common K2A communication formats
Seminar Held In Person
Learning objectives:
Objective 8: Explore how to apply three communication tools – the Moral Taste Buds, Public Narrative, and Empowerment Marketing – to common KT communication formats.
Field Guide Tools on which we are focusing: Moral Taste Buds, Public Narrative, Empowerment Marketing tools
Readings
No new readings
Lesson plan
I do: Federal budget graphic Links to an external site.. Op ed Links to an external site. inviting older Canadians to show more empathy and solidarity. PK meeting request for Ministers Freeland/Champagne re measurement of housing inflation. (Consider the latter primarily in terms of how deploying the three marketing tools may have made the letter better)?
We do: Let’s divide the common communication formats below between classmates. Then, we will Think, Pair, Share. How would you approach using the Moral Taste Buds tool, the Public Narrative tool, and the Empowerment Marketing tools when preparing a:
- Info graphic: (Take your theory of change project. Imagine portraying a key piece of information in that project as an info graphic. How would you start in light of these tools?)
- Briefing note (see Tool from Middlesex London Health Unit. How would you approach filling it out in light of the three communication frameworks we have explored in the past weeks?)
Same question for starting an:
- Op ed / Media release
- Meeting request
- Speech
- Invitation to join
Let’s end by brainstorming a list of recommendations for how to apply the marketing tools to (some of) these common communication formats. Eg.
- Use the letter about the Broken World to explore what your target audience cares about.
- Use the letter Remembering the Journey to identify the “moral of the story” you want to communicate.
- Given those insights, select the most effective moral taste buds to sensitize? To avoid?
- Use the Public Narrative tool to portray clearly the choice before your audience, along with the positive/negative (dream/nightmare) implications of making the right/wrong choice.
Class time to work on Assignment
Assignment: Discuss the role of communication strategies in K2A (using the readings and discussion from the previous three weeks). Pick a K2A change initiative and apply one of the communication tools to it. You can work individually, or with a group. You can work on the same K2A change initiatives as the earlier assignments or choose a new change initiative.
- Mortal Taste Buds: Analyze the current messaging of the K2A initiative from the perspective of Haidt’s moral taste buds. What taste buds is it sensitizing? What revisions would you suggest, and why? Or if your case study involves developing entirely new messaging, how would you use the moral taste buds to guide your communications work?
- Public Narrative: Write a story of us/now/self for your K2A change initiative.
- Empowerment Marketing: Write a dialogue inviting a stakeholder to engage in your K2A initiative. Clearly articulate who the hero is and who the mentor is at the beginning of the dialogue. Then pen a dialogue that engages with what the stakeholder thinks is broken about her world, and invite her to become the “hero” by joining in your K2A quest, rather than remaining on the sidelines (which can be viewed as villainous). What K2A boon will attract her participation? How does your theory of change achieve that boon? What obstacles must the Mentor anticipate for the Hero, and what solutions will you provide. What moral of the story will be key to attracting her to join?
Rubric: A level assignments accurately use the selected marketing tool, bring nuance and refinement to its deployment.
B level assignments accurately use the selected marketing tool; but do so in a simplistic way that requires more nuance/refinement before it would be effective in a real-world setting
C level assignments do not accurately use the selected marketing tool