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Public Option Case Study
1. Using Story and Narrative to Engage
People And Create Change
Judith Freeman
New Organizing Institute
2. Story, Structure, Strategy Series
• Intro Judith and New Organizing Institute
• Intro to new media
• Overview of engagement organizing
• Story
• Public Option Campaign Example
4. Story, Structure, Strategy Series
• Intro Judith and NOI
• Intro to new media
• Overview of engagement organizing
• Story
• Public Option Campaign Example
5. History of Online Organizing
1999 2004 2007
1995 2003 2005 2008
Dean for America
10. The Changing Media Ecosystem
Message
or Video
Credit: Larry Huynh, Blackrock Associates
11. The Changing Media Ecosystem
Message
or Video
Online Media
• Email supporters
• Blog outreach
• Live-blogging
• Online Google ads
• Social networking
Credit: Larry Huynh, Blackrock Associates
12. The Changing Media Ecosystem
Media
increases
coverage
Allies
email their
Message Pow own
or Video supporters
er
Online Media – Video, Blogs
Blogs build
• Email supporters more buzz &
deepen
• Blog outreach
story
• Live-blogging
• Online Google ads
• Social networking
Credit: Larry Huynh, Blackrock Associates
13. Pause for Questions
• Please write any questions you have into the box on
the right-hand side of the webinar tool.
14. Story, Structure, Strategy Series
• Intro Judith and NOI
• Intro to new media
• Overview of engagement organizing
• Story
• Public Option Campaign Example
15. Engagement Organizing
• Building power through campaigns
• Aspirational Narrative
• Empower and engage as many people as possible
• Respecting people as full people
• Focusing on winning
• Assembling all available tools and trusting leaders to
use them well
• Ongoing learning and coaching
• All groups of people already have the leadership
capacity they need or can develop it through the
practice of organizing
18. Story Overview
• Public Narrative - Story of Self, Us, and Now
• Using new media to tell the story and engage
• Telling the story of the campaign
• Following up with your supporters
19. Story, Structure, Strategy Series
• Intro Judith and NOI
• Intro to new media
• Overview of engagement organizing
• Story
• Public Option Campaign Example
20. CREATING SHARED STORY:
STORY OF SELF, US & NOW
If I am not for myself, who will be for me?
When I am only for myself, what am I?
If not now, when?
—Rabbi Hillel,
1st century Jerusalem sage
21.
22.
23. CHALLENGES & VALUES
What do we want to change in the world?
What values motivate us as a community?
What images make those challenges and values real?
24.
25.
26.
27.
28. STORY OF US & NOW
Ask Us to Make a Strategic Choice
What are we asking people to do?
What choice do people need to make to
achieve our outcomes?
“WILL YOU JOIN ME?”
29. HOPEFUL OUTCOME
What will be different if we make change?
How do we know we can make that change?
Where does our hope come from?
30.
31. Follow Up
• Tell people how things are going with the campaign
• This is a campaign, keep them informed about the
ultimate goal and about the organizing
32. Pause for Questions
• Please write any questions you have into the box on
the right-hand side of the webinar tool.
33. Story, Structure, Strategy Series
• Intro Judith and NOI
• Intro to new media
• Overview of engagement organizing
• Story
• Public Option Campaign Example
NY Times – Students Created Online Organizing – in response to Moveon.org – Techies in silicon valley, moveon from Lewinski scandal. Eventually created petition site. Dean for America – The Bat – His campaign brought political online org, Kerry Campaign Redstate – 2004 – Conservative Blog Facebook – 2004 Youtube Step it up – Students from Middlebury and a prof wanted to create an online movement for climate change. Huge list, lots of offline work Obama Campaign OFA Rebublican loss Rebuild the party
How many people have gone to a newspaper? How many of your Gatekeeper for message.
New media doesn’t change the gatekeepers, but it gives us a way around the gatekeeper, so that the new media ecosystem is composed of both traditional media and “conversational” media outlets Joe Wilson and Rob Miller
Greatest power comes from gatekeepers AND new media folks
Now lets brainstorm with our story of now. What are some of the urgent challenges facing the immigrant community?
But we cant just leave it with the challenges. That would be paralysizing. As leaders, we need to be able to move people to action and what moves people to action? EMOTION. We need to tap into the emotion so that hope can conquer fear. We need to be able to paint a hopeful vision- one that we invite others to join in making possible. Close your eyes- imagine immigration reform has passed. (10 seconds) open your eyes. What did you see?
