The Secret to Effective Messaging
No matter where you organize or what your goals are, there’s one important thing to remember — even if it doesn’t feel true yet: you are the most powerful messenger for why getting involved right now matters, from local election details to the issues you care about most.
Extremists are counting on you to decide you aren’t ready to talk about an issue, to be overwhelmed by the firehose of terrible news, to wash your hands of it all, and mostly, to stay quiet. That’s because they know that you are the key to stopping them — all by talking to your own communities.
Who to Talk to
Remember, you are in the majority. Most people you talk to will agree with you generally but may not realize there’s work to be done urgently in your community or may be scared to speak up. These are the people we want to talk to most — do not waste your time and energy trying to change an extremist’s mind. Focus on your neighbors who never really “get political” and your family members who are just too busy to keep up with everything. They are who you need to reach.
How to Talk to Them
When you have those conversations, remember:
Talk like a person
Avoid acronyms, bill numbers, overly complicated explanations, and statistics. Citing facts might win a debate, but you’re having a conversation. Listen to the person you’re talking to, ask questions, and share your own personal experiences.
Find common ground
Acknowledging the feelings or perspective of the person you’re talking to can be a great way to get that person to open up to your thinking. Use phrases like “I can tell you’re concerned about safety…,” “I can tell you care about your kids….” or “I hear you….” as a start, then pivot to your own experience more gently.
Don’t accidentally spread bad information
When responding to false information, stick to your positive message and don’t repeat the negative. (think “We just want common-sense background checks” instead of “No one is taking anyone’s guns.”) If you really need to respond to a false attack, just say “that’s not true,” or “there’s so much bad info out there.” Even “that isn’t my experience” is plenty — then move on to what you want to say.
Call out the motivation behind disinformation
Instead of trying to debate or refute a piece of bad information, talk about why people might be spreading false information about an issue: “Some politicians and outside groups are trying to scare and confuse parents in order to score partisan points and gain political power.
Celebrate the wins
If our elected leaders do things that benefit the community, especially if your group had a hand in making it happen, get loud! Let people know that organizing works.
Here’s an excellent guide to help you have these conversations.
The Importance of Storytelling
The truth is not “enough.” Most folks won’t slog through detailed explanations and many already have a frame of reference in place that prevents any new information (even if factual!) from getting through. Instead, we must connect on common values and rely on storytelling as much as possible. People can argue with facts, but it’s a lot harder to argue with someone’s lived experience!
Watch this video on Crafting Your Story of Self. You’ll learn step by step how to craft your personal ‘story of self.’ As the companion to the Story of Self explainer and worksheet (built on Marshall Ganz’s public-narrative framework), it helps you shape how you share experiences, values, and call to action — to connect with and motivate others.
Fight Back Against Mis/Disinformation
Part of effective messaging is arming yourself against the spread of mis/disinformation. It’s not easy, but these tips will help you out.
ACTION: Learn how to find trusted news sources.
So much that we are exposed to – through websites, podcasts, YouTube videos, and more – calls itself “news,” but not all of it is trustworthy. You and your group can bone up on
how to find trusted news sources in the era of mis/disinformation, and be better equipped to get accurate information so you don’t fall prey to “fake news.”
ACTION: Intentionally follow a variety of outlets.
One of the best ways to know that you are getting accurate news is to follow reputable legacy organizations like AP, Reuters, NPR, and your local news outlet, as well as respected international sources such as the BBC. Avoid relying solely on opinion-driven platforms that echo your own views.
ACTION: Fact-check before you share.
Before reposting a viral headline or video, take a moment to verify it. Use reputable fact-checking resources like FactCheck.org, Snopes, Politifact, LeadStories, and Science Feedback.
ACTION: Flag and report suspicious content.
If you spot false or misleading posts on social media, use platform reporting mechanisms to flag them. While it may not keep fake news from being spread entirely, it helps slow down the spread of disinformation.
ACTION: Schedule a tour of your local newsroom.
Understanding how the news is reported can help to dispel distrust in the media. Reach out to your newsroom or a local journalist to arrange a tour for your group. You’ll gain a better understanding of how news stories are selected, researched, and produced; firsthand experience can shift perspectives. It also never hurts to have a relationship with a local newsperson for when you need some amplification of your group’s activities!
Communicate Online and Offline
ACTION: Communicate Online.
Have a presence on social media networks like Facebook, Instagram, Bluesky, and Substack. Use it to keep members informed and attract new ones. Don’t forget to connect with the Red Wine & Blue communities on our app, too! They are growing daily and provide a great space for connection!
ACTION: Communicate In Real Life.
- Bring your group (and your t-shirts, sunglasses, and stickers!) out in the neighborhood. Show up at town halls, school board meetings, protests, and community events.
- Build relationships with the influential people and platforms in your community (PTA members, Instagram town meme accounts, local elected officials who are active on social media and in the community, bloggers, and outlets that cover local news).
- Collaborate with leaders in your local community and ask them to share your messaging.
ACTION: Learn how to fight mis/disinformation locally in a strategic way.
Learn to spot misinformation, judge a source’s credibility, and build media habits you can actually trust with this training video.
ACTION: Communicate Through News Media.
- As a group project, create a media resource list that contains media contact info for local newspapers, online sites, magazines, TV, and radio, so that when you have an event you know who to contact.
- Write op-eds, letters to the editor, and suggest stories to journalists (either by talking to them directly or by sending press releases with the information they need and quotes from your organization). This training will get you started.
- Build media relationships and learn how to write a press release or press advisory to notify the media of “newsworthy” events (including your activities). This “How to Be A Media Rockstar Training” will show you how.
ACTION: Learn to decode “dog whistles” and frame better responses.
Dog whistles are subtle, coded messages that stoke fear or resentment without being overtly racist, sexist, or homophobic. By learning how to recognize these cues, you can respond in ways that share values, reclaim meaning, and build broader support. Start with the LightBox Collaborative decoder referenced in the page links.
ACTION: Hone your skills in message amplification.
One secret effective messengers have? They continue to learn more about effective messaging! You and your group can become better communicators by learning how to amplify your message in your community. Watch the training at your next group meetup and break into discussion groups to chat about what everyone has learned.
ACTION: Hold your legislators accountable on social media.
Many are unaware of how their reps vote – or how those votes impact their daily lives. Use the Please Grow A Spine templates from Field Team 6 to amplify your lawmakers’ voting records on your social platforms. Whether it’s a public thank-you or an appeal to fight for their constituents, these templates make it quick and easy for you to post and share.