9:00 AM
Introductions/Inventory of participants' concerns 

9:30 AM
Understanding Change
·         The principles and tools of persuasion
·         Aligning message and audience
·         Commonplace
     o    JFK and the “Catholic Issue”
     o    Jimmy Carter and the “Malaise Speech”
     o    Barack Obama and the 2004 keynote
·         Message development and communication
     o    “A Stories” and “B Stories” in the 2008 presidential election
     o    3 levels of messaging: From the sound bite to the Bible
     o    How to kill a message: The debate over President Obama’s health care plan
     o    Lessons from the Massachusetts special election

10:30 AM
Break 

10:45 PM
The Techniques of Writing for Change
·         Clarity
·         The right words delivered in the right ways
     o    George W. Bush, Post 9/11, National Cathedral
·         Writing not to be read
·         Music and lyrics
·         Shaping the logical argument by making the logical connections 

12:00 PM
Buffet Luncheon

1:00 PM
Becoming an Agent of Change in Social Media
·         Evangelists vs. Strategists
·         Creating a conversation vs. promoting change
·         Creating the right online identity
·         Establishing trust 

Storytelling for Change
·         How good stories bring change
     o    Stories in the context of politics
·         Finding and creating the “compelling narrative”
     o    Infusing any story with conflict and drama
·         How to structure a public affairs story
·         The importance of heroes and villains 

3:00 PM
Adjournment