Seminar Held In Person

Learning objectives:

Objective 6A-6C: 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

You have just submitted Assignment 2, which had you practice using the moral taste buds, empowerment marketing and public narrative tools. Now let's get practical. How would you apply the insights from your assignment to design an infographic, op ed, meeting request, or social media plan, etc.

I do: Federal budget graphic. Op ed 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.