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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?
@PHLnthrope
Linkedin.com/in/adamhymans
www.resource-media.org @Rmedia
Stay in touch…
