How To Get The Media To Work In Our Favor.

Making the News… By learning How to Play the Spin Wars

Building a Message Box

When preparing to respond to or to create an issue in the media, your message box should be prepared as well in advance as possible and practiced thoroughly.

Your message box is your self-imposed set of boundaries or the vault from which you draw responses to questions and from which you make statements to media. In preparing a message box, follow these steps:

  • Decide what you want to say about your issue-your strongest arguments.
  • Decide who your audience is.
  • Attempt to determine what your audience wants to hear about your issue.
  • What arguments will the majority of your audience be sympathetic to?
  • Determine what your opponents are likely to say about you.
  • Develop responses to your opponents’ arguments.
  • Avoid personal or individual stories and focus on the broader issues.

 

Create your message box using the following format. 

US ON US – What are the three key points you want to say to your audience about the issue?

1.
2.
3.

 

THEM ON US
What are the three key points your opponents are likely to say about your position?

1.
2.
3.

 

US ON THEM
What are the three key points you want to say about your opponents’ position?

1.
2.
3.

 

THEM ON THEM
What are the three key points you want to say about your opponents’ position?

1.
2.
3.