1. Convincing the
Council
How to speak up for what your neighborhood
needs from the City of San Diego budget
5/4/2013 1Center on Policy Initiatives
Susan Duerksen | Center on Policy Initiatives | May 4, 2013

2. Agenda
1. What to say: Tested messages in San
Diego on public spending and city
infrastructure
2. How to say it: Crafting strong
messages
3. How to wow them: Public speaking
mastery
4. Practice!
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3. Fair public investment
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4. Budget message themes
1. The value of City services and
infrastructure
 Prevailing attitude: “Trash collection, which sucks
$millions from the city budget...” -UT news story in March
2. Equity in spending for all
neighborhoods
 Some neighborhoods have been historically neglected.
 Aversion to any new spending.
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5. The power of your voice
• YOU are the expert on your
neighborhood.
• The City Council and staff work for you.
• The City budget is for you.
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6. Effective messages on
infrastructure and services
Sources:
• Two polls of San Diego County registered voters commissioned by CPI, in April
2012 and August 2012.
• Americans for Tax Fairness national poll, June 2012
• California Labor Federation statewide online survey, Dec. 2011.
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Most voters approve of infrastructure spending that:
 Provides fairness for neglected
neighborhoods
 Repairs roads, sidewalks and public
facilities that are in bad shape.
 Is an investment in our future economy.

7. Key points on the value of city
services and facilities
• City services and facilities are essential to
residents and businesses.
• Be specific: Schools, roads, water
lines, libraries, parks, police and fire stations.
• Our safety and quality of life depend on
quality public services.
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8. Tested messages
1. Justice for neighborhoods that have
been neglected:
• “We must ensure every neighborhood in San
Diego gets a fair shake.”
• “It’s a sound investment in the future of our
city to repair the roads, sidewalks and
facilities like libraries and fire stations that
are in the worst shape.”
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9. 2. Fairness and opportunity:
• “San Diego’s quality of life needs to improve
for everyone, not just the people in wealthy
neighborhoods.”
• “Residents of some neighborhoods have
access to far better roads, parks and police
services than in other neighborhoods. If we
want all San Diegans to have an equal
opportunity at success, we need to make
fair investments in our city’s infrastructure.”
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Tested messages, cont.

10. Tested messages, cont.
3. Smart investment for taxpayers:
• “Badly needed investments in our city will
provide a strong foundation for our local
economy.”
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• “The longer we wait to invest
in needed city repairs and
improvements, the more it
will cost all of us in the
future.”

11. Words and phrases that work:
Infrastructure spending
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12. Message structure
What works to reach people and persuade them
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13. Message structure 1:
Values, Problem, Solution
1. First, connect with audience
values/emotions.
2. State your concerns (the problem).
3. Describe the solution with hope and
aspiration.
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14. Example: Connect/Concern/Hope
CONNECT: When I walk my dog Lulu around the
neighborhood, I love to see the kids playing in the
park and riding their bikes. I’ve watched many of
them grow up since they were babies.
CONCERN: But I cringe every time I see the places
where the sidewalk stops or it’s so rutted that they
swerve their bikes out into the streets. And in the
evening I worry about their safety in the park because
there aren’t enough lights.
HOPE: That’s why I’m here today to ask you to make
sure the sidewalks and the park are safe for those
children, so I can continue to watch them growing
and thriving. They are our future.
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15. Message structure 2:
Message triangle
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Main
take-home
message
Evidence or
supporting
point
Evidence or
supporting point
Evidence or
supporting
point

16. Example:
Message triangle
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We need fair
investment in
neglected public
infrastructure.
Ensures that
every
neighborhood
gets a fair shake
Provides a strong
foundation for our
local economy.
Improves our
quality of life

17. Preparing your message
Think:
What do you want people to remember?
Why does it matter?
Write:
Keep it simple, honest and clear.
Add personal experience.
Use specifics – but be brief.
Avoid jargon. Use “kitchen table”
language.
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18. Public Speaking Mastery
How to get your point across clearly
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19. Prepare and practice!
 Write your message.
 Tell your story, keeping it short and
focused.
 Practice . Practice again.
 Time yourself.
 Prepare 1-minute and 2-minute versions.
 Practice a strong concluding sentence.
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20. Speak effectively
 Be passionate!
 But reasonable and rational.
 Get to the point.
 But don’t rush. Speak slowly.
 Pause, don’t “Ummm…”
 Speak clearly. Don’t mumble.
 Stay focused. Don’t ramble.
 Avoid sarcasm, rage, bad words.
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21. Attitude and style matter.
 Smile.
 Breathe. Slow down.
 Appear calm and confident.
 Don’t fidget or wave your arms.
 Look up. Make eye contact.
 Use a relaxed and friendly tone.
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22. City Council process
What to expect when your item comes up:
1. City staff presentation
2. Public testimony – organized presentations
3. Public testimony – individuals called by name
4. Councilmembers speak
5. Councilmembers vote
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23. Get ready to testify
 Bring brief notes on your main points.
 Dress however you feel confident.
 Arrive on time.
 Fill out a speaker slip.
 Sit near the front so you can easily
get to the podium.
 Listen respectfully. They can see you.
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24. You’re up!
• Start with your name and neighborhood.
• Try to talk from the heart, rather than reading.
• Look up at friendly councilmembers.
• Speak up, but don’t yell.
• Don’t be flustered when time is up. Have your
wrap-up statement ready.
• If questioned, it’s fine to say “I don’t know.”
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25. Practice in small groups
1. Take a few minutes to review and
practice your message. Cut it to 1 minute.
2. Deliver it to the City Council (played by
others in your practice group).
3. Receive honest, constructive feedback.
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Thank you!
www.onlineCPI.org/campaigns/community-budget-alliance

26. If you can’t go in person
Council President Todd Gloria, 619-236-6633, toddgloria@sandiego.gov
Council President Pro Tem Sherri Lightner, 619-236-6611, sherrilightner@sandiego.gov
Councilmember Kevin Faulconer, (619) 236-6622, kevinfaulconer@sandiego.gov
Councilmember Mark Kersey, (619) 236-6655, markkersey@sandiego.gov
Councilmember Lorie Zapf, (619) 236-6616, loriezapf@sandiego.gov
Councilmember Scott Sherman, (619) 236-6677, scottsherman@sandiego.gov
Councilmember David Alvarez, (619) 236-6688, davidalvarez@sandiego.gov
Councilmember Marti Emerald, (619) 236-6699, martiemerald@sandiego.gov
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27. Budget hearing dates:
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28. Thank you!
www.onlineCPI.org/campaigns/
community-budget-alliance
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