1. Start by signaling to your listeners what an issue is "ABOUT," before flooding them with details. Put your arguments and facts in the context of big, cross-cutting ideas that are familiar to Americans.

2. Put your proposals and arguments in the context of an interconnected world.

3. Explain why your proposals are smart/effective/ pragmatic/realistic in the context of today's world. Evoke big ideas familiar to Americans about what constitutes sound decision making, leadership, or management.

4. Explain why your proposals are the right thing to do. Evoke big ideas familiar to Americans about what constitutes decent behavior and talk about the kind of country we want to be in the world, with reference to our ideals and traditions -- who we strive to be as people.

5. Provide a context and background for problems, and explain which actions (by whom) are most important to their solution. Give an answer to "so what can be done about it?" before it gets asked.

6. Stress a "can-do" approach. Inspire listeners with your vision of how America can work with other countries to make the world safer and better. Don't open with comments that overwhelm listeners about the enormity and complexity of problems, and don't use fear or guilt as entry points.

7. When appropriate, cite examples of other countries (and NGOs) that are working alongside the U.S. to counter the mistaken but widespread public assumption that "we are doing it all."

8. Cite examples of what works and offer success stories -- especially ones that demonstrate comprehensive approaches and durable, systemic solutions.

9. Empower listeners by telling them what they can do to help. Talk about yardsticks citizens can use to evaluate policy actions and progress over time. (See "Engaging Citizens.")

10. Before you do interviews or speak publicly, determine your 3 or 4 most important messages that can draw in listeners and serve as "gateways" for making more complicated points. Word them in ways that invoke big concepts familiar to Americans (see recommendation 1 above).

11. Don't be afraid to repeat yourself.

12. In radio and television interviews, talk with your audience of citizens-- not to the reporter. Keep this in mind when talking to print journalists who will quote you.

13. Avoid jargon and acronyms. Use words that make sense to your audience.

14. When appropriate, use analogies, metaphors, and comparisons from daily life to help listeners understand your point.

15. Use numbers sparingly, and put them in context.

16. Be sincere and honest at all times. And be yourself.

17. Use a reasonable, rational tone. Don't attack personally or attack the motives of those with whom you disagree. Avoid partisan attacks. Question others' assumptions, not their integrity.

18. Show both the benefits of approaches you propose and the costs of alternatives.

19. Don't repeat your opponents' position, bad questions, bad facts, or misconceptions. Break the habit of saying "This is NOT about X, it's really about Y. ..." Plan ahead to bridge effectively from bad questions or criticisms to the big ideas and frames that shape your arguments.

20. Keep asking tough questions about your communications choices. Keep talking to your peers about your decisions and experiences.

Below are some key concepts that apply across multiple issue areas. Consultations with diverse foreign policy and public opinion experts suggest that concepts like these constitute a connective tissue that holds together the elements of a shared vision for how America should be in the world. These concepts are familiar to Americans, who understand their importance from their own life experiences. We've loosely grouped these concepts into categories for shorthand reference, recognizing that other groupings are possible but hoping to suggest how you can determine which kinds of 'big ideas' will best help you convey your vision and give meaning to your facts and figures. You will find the concepts listed below evoked frequently, in different words, throughout the guide. Each time you invoke them in your own words, you will help to reinforce within the public key elements of a shared vision for America's role that experts and advocates in multiple fields are trying to advance.

• Pragmatic/Smart/Effective/Realistic ... resultsoriented, sound decision making, good management, effectiveness, doing what works, common sense, cost-benefit, getting results, sensible distribution of resources
• Farsighted ... prevention, investment, insurance, innovation, vision, stewardship, future generations
• Comprehensive ... seeing the big picture, connecting the dots, using all available tools, addressing all the moving parts, balanced approach, complex problems require comprehensive solutions
• Trustworthy ... keeping promises, practicing what we preach, avoiding double standards
• Collaborative ... teamwork, team leadership, respecting and listening to others, taking others' priorities into account
• Principled ... Right Thing to Do ... putting America's strength to great purpose, fairness, justice, being ethical, common decency, doing our share, living up to our values, the American way