Communication Strategy for Small Organizations · Ecosystem se rvice s Cle an drinking wate r,...

Communications

Strategy for Small

Organizations

Presented by Adam Hymans

2019 PA Statewide Conference for Watershed Organizations

www.resource-media.org @Rmedia

#WatershedConnections

#4states1source

@PHLnthrope

@RMedia

www.resource-media.org @Rmedia

Land Acknowledgement

Don’t let the tail wag the dog!

Tactic

Target

Channel

Messengers

Messages

Values & Perceptions

Audience

SMART Comms Objective

Big Hairy Audacious Goal

Big Hairy Audacious Goal

SMART Objective

• Specific

• Measurable

• Achievable

• Relevant

• Time-Oriented

Audience

• Who can help us?

• How can they help us?

• What do we know about them?

• What do they care about?

• What do they already know or feel about our work?

• Whom or what do they trust?

• Where do they go for information and connection?

Meet Laurie Waterford

Some values we can appeal to

• Pride of place: livability, local character, natural beauty, etc.

• Healthy families and community

• Fiscal responsibility/bang for the buck

• Desire to leave a positive legacy

• Political ambition: build reputation, get re-elected

You try it!

• Who can help us?

• How can they help us?

• What do we know about them?

• What do they care about?

• What do they already know or feel about our work?

• Whom or what do they trust?

• Where do they go for information and connection?

One thing to remember about audiences…

People aren’t rational, so facts alone don’t work

Solutions

Threats/Needs

Benefits

ValuesIssue or Org.

Values-based messaging helps you to answer the “so what”

Example framework from the Delaware River Watershed

”We all depend on clean water—for drinking, fishing and swimming. But what happens on land can either help or hurt our rivers and streams. Polluted runoff from roofs and driveways is a major source of water pollution. By building smart, beautiful rain gardens, we slow and filter the flow of runoff, keeping our creeks clean.”

Humans are hardwired for stories

Story ingredients

Characters

• Hero

• Villain

• Victim

• Mentor

Plot

• Challenge

• Choice

• Outcome

Setting

• Place

• Event

• Scope

• Context

A story’s dramatic arc

Plot: Challenge, Choice, Outcome

Choice

Outcome

Who climbs this mountain? Characters!

Choice

Outcome

Choose your voice

Jargon alert: You say.... They hear

Suggestions

Waterquality Healthofourrivers,drinkingwatersafety

Biodiversity Fishandwildlife,plantsandanimals

Regulations Safeguards,protections

Ecosystemservices Cleandrinkingwater,floodprotection

Landuseplanning Planningahead,preventingsprawl

Nonpointsourcepollution/stormwater

Pollutedrunoff

Nutrients Excessfertilizer,pesticides,etc.

Impervioussurfaces Pavementandotherhardsurfaces

Infiltration Rainpercolatingslowlyintotheground

Greeninfrastructure Nature-basedsolutions:raingardens,living

roofs,etc.

Riparianbuffers Streamsidetreesthatshadeandcleanrivers

AgriculturalBMPs Farmerscaringfortheirlandandwater

PESOE: Paid, Earned, Shared, Owned, Experiential

What am I asking my audience for right now?

Action

● Event registration

● Donation

● Petition signature

● Volunteer commitment

Awareness

● Name/organization recognition

● Education/issue-elevation

● Website traffic

Getting in the news

Reporters look for:

• Timeliness (what’s happening now?)

• Local angle (why should my readers/listeners care?)

• Human interest (who are the people involved?)

• Tension (what’s the conflict?)

• Significance (what’s at stake?)

• Surprise (what’s unusual about this story?)

Opinion coverage

Editorials (written by newspaper editors):

• Timely, significant, and controversial topics are best

Op-eds (written by experts or advocates)

• Need a personal connection to the issue

• 500-700 words to make your case

• Best before a decision-point or following big news

Letters to the editor (written by community stakeholders)

• Responding to event, news story, op-ed or editorial

• 150-250 words to make your case

• Speak to your audience, not your ego

• Show, don’t just tell

• Easy to navigate

• Clear call to action and contact info

• Don’t get between the visitor and your call to action

• Contact capture

• Mobile-friendly

Website MUSTS

Make sure leave-behinds are forget-me-nots

• Speak to your audience, not your ego

• Show & tell a story

• Selective, strong visuals

• Breathing room

• Clear call to action and contact info

• Easily updated

Social media

Targeted advertising can provide great value

Reach the likeliest supporters

Email is still king for cultivating supporters

Power of partnerships

resource-media.org/toolbox

Questions?

adam@resource-media.org

@PHLnthrope

Linkedin.com/in/adamhymans

www.resource-media.org @Rmedia

Stay in touch…