Communicate OR Be Silent : Environmental Movement

After several weeks on the road and meeting with dozens of environmental groups, I am deeply concerned our the movements capacity to accomplish our mission. There are many groups that have gutted the communications budgets for the organizations. I would sit across from staff and directors that look me straight in the eye and start a conversation with the "well you guys are great ...but we don't "do" communications." "Our organization has no communications strategy". So are these groups really silent? Do they actually have a target audience of "0"?

Communications is an essential part of what we do as a community. Environmentalists need to think about strategy, message, message distribution and managing reactions to outreach. How do we setup the appropriate structures and organizational emphasis to communicate effectively? How do we build budgets, collect the tools and raise the funds needed to think smarter about communications and communications infrastructure?

The Case for Communications
So you have decided to save, protect, restore, legislate, research, scream, buy or sue to benefit the last critical habitat of the cute furry bunny. You have years of field experience watching the cute furry bunny. You know all the policies affecting it. You know all the local politics. You are a master fundraiser and have a PH.D in Economics and another in Science. You are fully prepared to dedicate your life to protect the cute furry bunny from the new electric transmission lines, suburban sprawl and the new office of the Army Corps of Engineers. You are a rational human being that wants to protect the last colony of bunnies not only because they are cute and furry but because they are the only species of rabbit that never blinks. Their glass-like eye may hold the key to future cure for blindness. Are you fully prepared? No.

You have spent your life worrying about economics and science. You are passionate about the fate of an animal. You know that the Army Corps of Engineers doesn't carry weapons. You are a not the average American. You can't understand why the 2002 superbowl received a 61% market share and why the Whatsupp commercial became a national rage or why the latest "boy bands" can move so many burgers and ribs.

Given the choice between research and communications, you would choose research. The choice between program staff and communications, you choose program staff. All your peers think you're smart, your die hard supporters are glad to see you are keeping the focus "on the dirt". Unfortunately, you need to say goodbye to the cute furry bunny.

You are down to the last bunny population. You need help? You need more support from the community. You need donors and politicians to take you seriously. You and your staff think you have a story. You need to reach out to the hunters and fisherman, the NASCAR dads and the boy bands.
You need someone to help you.

Setting Strategies and Planning Your Communications Outreach
There is a lot to consider when trying to develop a communications plan. A successful plan starts with well-defined goals, clear messages and realistic time lines. How much money can you spend? Since your outreach will depend on the media's interest level, what else is going on in the world that can help you? Hurt you? Think about the following questions:

Q 1: What's your goal?
Just as with any grassroots or lobbying initiative, it is important to have a specific outcome in mind when thinking about communications. Do you want to protect food safety? Old growth forests? An endangered species? Clean air or water? Specifically, are you trying to pass a new law or strengthen an old one that would provide that protection?

A clearly outlined set of goals is critical to planning your communications strategy. These will provide you with a natural time-line, help define your target audience, point to the most respected spokespeople and provide you with the tools to measure the success of your campaign.

Q 2: What has to happen for you to reach your goal?
Are you trying to pass or defeat a specific piece of legislation? Do you want to motivate a particular segment of the public to act? Do you want to bring an issue to the attention of public officials? Does a particular policy-maker need to take up the cause?

Q 3: Who can make it happen?
Who are the most important government, industry, academic, scientific or other figures who can help you reach your goals? This is the true target audience for your work be as specific as possible. (think about 100 as a good starting ballpark - Who are the 100 people that can make changes to help you realize your goals? ) Are there other organizations working on similar issues who can help lend credibility or prestige? Groups that are a particular draw to the media and public? Find out how to select the most appropriate media to reach your audience.

Q 4: Who's for us, against us, and who doesn't care?
It is always useful to identify your allies and enemies. Get familiar with any activities they have planned that can help or hinder your progress. Think beyond the usual suspects.
Beyond say, the logging industry, who may also be against your stance on saving a particular old-growth forest? forestry employees? builders? the fire department? Looking beyond the obvious opponents will give you insight into ways to appeal to them, work with them, help to turn them around.
Finally, think about who doesn't care or know about your issue. Just like in your work on political issues, this is your chance to capture the swing vote. What about the Parent-Teacher Association? The Association for the Advancement of Retired Persons? Hiking or camping equipment manufacturers? These diverse audiences can help you with your cause if you can find the best way to appeal to them.

Q 5: Who needs to hear your voice? Whom do you want to reach?
Just as with lobbying, grassroots organizing, or marketing, it is critical to identify your target audience. Who is the single most important person and which is the most important or organization to reach on this issue? What type of media reaches them the most efficiently?

An article in the front section of the Wall Street Journal may be the best way to influence a particular industry; a report on the dangers of polyvinyl chloride (PVCs) in IV bags may prompt the manufacturers to change their ways, for example. However, if you are working to clean up a river by influencing legislation, a story in the regional paper would be more effective in reaching your target policy-maker.

As with question #4, think about non-traditional audiences that can help your cause. Is there a way to motivate the mothers of small children to demand better requirements for organic foods? Perhaps a night-time magazine segment (Nightline or Dateline), or a story in the Associated Press that appears in regional papers across the U.S. would be your best bet.

But be realistic. A story in a local news market will be a lot easier to place than one in a national outlet. Call a local columnist and ask him/her to editorialize on the issue. Talk to a feature writer about local activism. Sometimes a local story can spur national interest. Outreach to local media is often a more effective use of limited resources.

Q 6: What do you plan to say?
What you plan to say is as important as choosing how and when to say it. When you work with the media, a simple and clear set of messages that can be repeated quickly and often is absolutely critical. Work on developing messages that work for you.

Q 7: Who will deliver your message?
Once you know what to say and you have identified who needs to hear you, you need to find the right person to deliver that message. Your choice of spokesperson will really influence how effectively the media receive the message. For example, an activist may not be the best person to deliver a highly scientific or economic-reform argument. Find out more about choosing spokespeople.

Q 8: What's your time-frame?
You are almost ready to start the planning process. How much time do you have? When is the key decision point that will most influence the legislation, the election, or whatever the particular event you have identified as your goal? Map out other key decision points along the way.

What are the practical pieces I need in place to move forward? What am I planning to do and how?
You've thought through your goals, time-frames, spokespeople, target audiences, etc. You have a plan for working with the media, and now you need help getting started.

There are several tools you need when working with the press. When is the best time to hold a press event? How do you write a press release? How should you talk to the press? Green Media Toolshed's tools of the trade provides you with practical examples and tips on implementing your communications plans.
If you are thinking of holding a press event, consider your financial and time resources. How newsy is your report, study or issue? Follow our step-by-step guide to holding a press event that even includes checklists.

There is a method to writing for the media. Sample advisories, releases, pitch letters, opinion pieces and other written materials and simple explanations for how to write your own can be found here.