Why Messaging Matters
Messaging is one of the most powerful tools in advocacy and policy-making. A strong message can mobilize voters, influence lawmakers, shape media narratives, and build public will for change. In contrast, a weak or unclear message can lead to confusion, resistance, or inaction.
In today’s political climate, where misinformation spreads quickly and attention spans are short, communicating effectively is just as important as having the best policy solutions. When you advocate for your issues, your message must be clear, values-driven, and easy to remember to resonate with your audience.
Who This Chapter is For
This chapter is designed for:
Policymakers
Policymakers who need to communicate policies in a way that connects with constituents and the media.
Advocates
Advocates and organizers who mobilize communities, build coalitions around important issues
Whether you’re preparing for a press interview, a town hall, a legislative hearing, or a social media campaign, the strategies in this chapter will help you deliver your message effectively and persuasively.
How to Use This Chapter
This chapter is designed as a practical, step-by-step guide. You’ll learn:
The core principles of effective messaging
What makes a message clear, persuasive, and memorable?
How to frame a strong message
How to structure your message to resonate with your audience.
Tailoring your message for different audiences
Voters, legislators, media, donors, and coalition partners.
Talking points
You’ll see values-based lead message points and supporting arguments, and facts that strengthen your core message.
By the end of this chapter, you’ll have a ready-to-use messaging framework and talking points that ensure your communications are compelling, consistent, and action-oriented – no matter who your audience is.
Clarity
Keep it simple. People remember simple, straightforward messages, not lengthy explanations. Avoid acronyms and insider language.
Ineffective
Too Technical
“Unregulated Pregnancy Clinics operate outside of HIPAA protections, which means their data collection and retention policies fail to meet established health privacy standards.”247
Effective
Clear and Simple
“If you visit an Unregulated Pregnancy
Clinic, your personal health information isn’t protected. They can collect and share your data with anti-abortion groups248 – and you’d never know.”
Consistency
Stick to the same core message across different platforms, such as speeches, social media, interviews, and legislative testimony.
Core Message
“Everyone deserves honest, unbiased care. But, UPCs deceive people, collect their personal health information, and push a political agenda rather than offer necessary health care.”
Reinforcing the Message Across Channels
- Press interview: “People seeking care deserve health care, not deception. Many UPCs pretend to offer medical care, but they aren’t regulated and can misuse private health data.”
- Social media post: “Did you know UPCs collect your personal information and don’t have to protect it? #PrivacyMatters”
- Legislative hearing: “This is a simple issue: If a place collects your medical data, it should be held to the same standards as traditional health care providers.”
Values-Driven
People are persuaded by values first and facts second. Connect to shared values (e.g., honesty, privacy, freedom, fairness, safety) rather than policy details and data.
Ineffective
Fact-Heavy, No Values
“Many Unregulated Pregnancy Clinics don’t employ licensed medical professionals, and 80% of them provide misleading or false information about abortion risks.”249
Effective
Values-Driven First, Facts Second
“Women deserve honest, medically
accurate health care—not deception. But Unregulated Pregnancy Clinics are lying to pregnant people and putting their health at risk. In fact, 80% of them provide false or misleading information about abortion.”250
Make It Personal
Statistics support a message, but emotion drives action. Real stories create connection and encourage action with urgency.
Fact-OnlyApproach
Less Persuasive
“Data show that UPCs are targeting low-income communities, often setting up near reproductive health clinics to deceive people seeking evidence-based services.”251, 252
Storytelling Approach
More Persuasive
“When Maria found out she was pregnant, she went to what she thought was a
medical clinic. Instead, the staff pressured
her, shamed her, and then collected her
private information – without telling her they weren’t licensed medical professionals who would respect her right to autonomy in her health care decisions. No one should have to go through that.”
Audience-Centered
Different audiences have different priorities (e.g., other lawmakers, constituents, organizational allies, donors, etc.). Tailor your core message to different audiences based on what resonates with them.
Voters & the Public
Emphasize Privacy & Deception
“Unregulated Pregnancy Clinics collect private health data without protection.253 Your personal information could be shared with anti- abortion groups.”
Lawmakers
Emphasize Consumer Protection & Accountability
“If any other business collected private health information under false pretenses, they’d be held accountable. UPCs shouldn’t get a free pass to deceive people.”
Media & Journalists
Give a Strong Hook & Soundbite
“UPCs are a Trojan horse. They often look like all-options clinics, but they exist to mislead and manipulate, all while collecting people's private health information.”254,255
