Public Option Case Study

Using Story and Narrative to Engage People And Create Change

Judith FreemanNew Organizing Institute

Story, Structure, Strategy Series

• Intro Judith and New Organizing Institute

• Intro to new media

• Overview of engagement organizing

• Story

• Public Option Campaign Example

New Organizing Institute

www.neworganizing.com

Story, Structure, Strategy Series

• Intro Judith and NOI

• Intro to new media

• Overview of engagement organizing

• Story

• Public Option Campaign Example

History of Online Organizing

1995

1999

2003

2004

2005 2008

2007

Dean for America

What is “New Media”?

Broadcast

Conversational

“Top Down”

“Peer to Peer” -or- “Many to Many”

Peer to peer or Networks with Structure

The Changing Media Ecosystem

Message or Video

Credit: Larry Huynh, Blackrock Associates

The Changing Media Ecosystem

• Email supporters• Blog outreach• Live-blogging• Online Google ads• Social networking

Online Media

Message or Video

Credit: Larry Huynh, Blackrock Associates

The Changing Media Ecosystem

• Email supporters• Blog outreach• Live-blogging• Online Google ads• Social networking

Allies email

their own supporter

s

Blogs build more

buzz & deepen story

Media increases coverage

Credit: Larry Huynh, Blackrock Associates

Online Media – Video, Blogs

Message or Video

Power

Pause for Questions

• Please write any questions you have into the box on the right-hand side of the webinar tool.

Story, Structure, Strategy Series

• Intro Judith and NOI

• Intro to new media

• Overview of engagement organizing

• Story

• Public Option Campaign Example

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

Build Power through Campaigns

Story and Narrative Arc

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

Story, Structure, Strategy Series

• Intro Judith and NOI

• Intro to new media

• Overview of engagement organizing

• Story

• Public Option Campaign Example

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

CREATING SHARED STORY: STORY OF SELF, US & NOW

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?

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?”

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?

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

Pause for Questions

• Please write any questions you have into the box on the right-hand side of the webinar tool.

Story, Structure, Strategy Series

• Intro Judith and NOI

• Intro to new media

• Overview of engagement organizing

• Story

• Public Option Campaign Example

Example of Online Engagement with Story

www.boldprogressives.org

Example of Online Engagement Strategy

Example of Online Engagement Strategy

Example of Online Engagement Strategy

Example of Online Engagement Strategy

Example of Online Engagement Strategy

Example of Online Engagement Strategy

Example of Online Engagement Strategy

Example of Online Engagement Strategy

Questions?

New Organizing Institute(202) 558-5585info@neworganizing.comwww.neworganizing.comwww.twitter.com/neworganizing