Words matter!

Ready, Set and GO!

• Who is your audience?

• Who do we need to reach?

• How can we reach them?

 Language
• Speak in layman’s vocabulary
• Avoid acronyms
• Make small bites
• Customise for audience
• Keep it simple
• Have a story to relate to
• Have data for support
 Change is always difficult!!
• Must have basic message
• Not in policy jargon
• Dinner table message
 New Information….
• Nobody knows much
• However with parents and other stakeholders
teachers credibility highest – use this
• As audience learns more; it likes more ; thus
becomes more positive to policy -change
 Key to acceptance…
• Repetition
• Simple ENGLISH not policy language
• Use of powerful words – new and
Improved
Powerful phrases and words to
catch the audience
 e”
ag in
“ im
A word which inspires as well as motivates.
Triggers uniqueness in each member of the
audience.
 "No
e xc u
se s.
" 

Conveys accountability, responsibility and transparency.

Generates immediate respect and appreciation.
 "I get it."

Shows willingness to solve or resolve the situation.

Displays full understanding of audiences view.
"If you remember only one thing..." 

Ensures the audience knows what is the most

important message you are conveying.
Also ensures it is remembered.
 ty."
gri
i nte
i n g
mi s
p ro
co m
"U n
Audience feels that your integrity is absolute.
The word uncompromising wins the audience over.
Perfect phrase to begin and end with.
 "Believe in better" 
p l e
eo
p nt
r t, a
h ea w
e h ey
s th T
c h e ty .
o u an ti
t t
a nt q u
w h a
I n ' t w
n
do lity.
q u a
 "Real-time."

Audience want to receive communication –

information - at the right and current time.
 "You decide."
Audience feels that they hold the controls.
They are making their choices and shaping
their destinies – futures!
"You deserve." 

Lays down what the audience should expect.

A powerful promise from the speaker.
 "Let's get to work"

Joining of forces – us – is highly motivational.

An extremely action packed message.
 What mediums of
communication can we use?
 Mediums
• Meeting
• Handouts
• Brochures
• Personalized emails
• Bill boards

• …………….etc
Communication