Messaging 101
Building on the groundbreaking work of Anat Shenker-Osorio, the Race Class Narrative, and many others, here’s what we recommend:
Lead with values
Lead with our shared values, not our divisions. Begin in a place of agreement and empathy.
Discuss race
Discuss race overtly. Frame racism as a tool that’s used to divide us and thus harm all of us.
villains + heroes
Name who benefits, who is harmed and why - these problems didn’t just happen.
share our vision and solutions
Focus on what we seek, not what we oppose. Offer clear, transformative policy solutions.
Upset the opposition when you need to
Don’t be afraid to inspire and engage, even if it upsets the opposition.
return to values
Return to our shared values. Be sure to connect unity, racial justice, and economic prosperity.
tell Stories
We are wired to learn from stories. Messages are most powerful when they connect to a personal story and grounded in emotions.
More resources
Race-Class: A Winning Electoral Narrative — ASO Communications, Dog Whistle Politics, Demos Action, Lake Research Partners, and Brilliant Corners
Race Class Narrative Example Language — We Make the Future
Messaging Guides — Race Class Narrative Action Website
Race Class Narrative Example Language — We Make the Future
2020 Message Guide — We Make the Future
Messaging This Moment: A Handbook for Progressive Communicators — Center for Community Change, ASO Communications, and Open Society Foundation
Changing Our Narrative About Narrative — Color of Change
Disinfo Defense Toolkit — ReFrame
The Rona Report, A Narrative Landscape Map of the Nexus of COVID-19, Workers, Jobs, and the Economy — ReFrame