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Alliance for Retired Americans activists who have worked in communications were invited to a special luncheon during the ARA convention. Robert J Kalaski of the Machinists' Union introduced professional publicist Eric Hauser of Hauser Group. The speakers said that every activist can learn ways to improve their communications skills, and that those skills are especially needed in these times. "We have an opportunity that we have to grasp," said Kalaski. He also noted that the 2006 elections will give retirees an opportunity to hone their skills before 2008.
Hauser said that "Mindset" is the very first thing in doing media work. "The way you look at communications is really different."
Speed is the first consideration. Communicators have to respond to events and other communications rapidly. The power of the message is second. Presentation is just as important as content, Hauser said. He urged the retirees to prefer short messages to long ones. When planning campaigns, Hauser stipulated, communications has to be in at the beginning. It isn't a matter of planning actions and then figuring out how to present them to the media. The presentation has to be figured in before the action plan is made.
Hauser said that communicators would do well to start with newspaper production rather than electronics TV and radio. He said, "Read newspapers and, increasingly, blogs and the internet, to understand what makes news." Here are his "Seven elements of newsworthiness:"
It is newsworthy if it pivots off a basic tension. Something alive in the world.
If it moves an existing story forward.
Responding to a moving story
A story is newsworthy if it has credible data
A story is newsworthy if it's specific to that newspaper's readership. "As you know, older Americans are better newspaper readers than younger Americans," he pointed out.
It is newsworthy if it has power
It's newsworthy if it's unexpected.
Here are Hauser's elements of a good story:
Good data
Solutions and ideas of solutions
Anything new in culture or politics. Action is newsworthy.
Protest is newsworthy.
Evidence of power, such as having a tremendous number of petitions signedPersonal.
"Put a face on it."
Be as edgy as you can. Not academic. "Edgy gets attention." "You
have to get noticed…"
The group had a lot of discussion about people's own experiences. Most of the emphasis was on Letters to Editors, which are very often read more than the news. Hauser took care to emphasize that successful communications involves long and careful planning.
Eric Hauser and Robert Kalaski talked to retiree communicators