Let’s Talk Climate: Messages to MotivateSpeaker: Dan ... CCC - Let's Talk... · Key Takeaways: Explore relevant trends in climate opinion and values, and how these trends do --

Let’s Talk Climate: Messages to Motivate

Speaker: Dan Barry Director - Path to Positive Communities

NLC Congressional City Conference | Washington, DC| March 11-15, 2017

Congressional City Conference

Key Take-Aways

NLC University – Let’s Talk Climate: Messages to Motivate March 12, 2017 9:00am – 12:00pm

Presenter: Daniel Barry (202-441-9420) Americans are inherently tribal in nature, and look to community leaders, such as pastors, politicians, and others, for cues on what behaviors and attitudes to adopt. To empower community leadership on climate change, and to help leaders build support for climate solutions throughout society, ecoAmerica has created Let’s Talk Communities & Climate, a comprehensive climate communications guide for community leaders. This guide includes four parts: 1) the current state of Americans’ climate change attitudes and beliefs; 2) tested words, phrases, and messages that build resonance and motivation for climate solutions within communities; 3) talking points for leaders to make climate change and solutions personally relevant for their citizens and community leaders, and; 4) a step by step process for crafting a successful personalized message, including an effective sample message. Key Takeaways: Explore relevant trends in climate opinion and values, and how these trends do -- and should -- impact public engagement. Share and discuss the latest polls, opinion research, data, and linguistic analysis on American climate opinions, values and public engagement. Reveal specific messages and framing that can gain advocates and campaigners greater success in reaching people “where they live.” We provide an overview of ongoing climate opinion research and analysis, describing recent trends and the current state of play in public concerns and attitudes. Our presentation will detail the utility of polling and marketing analysis in forming climate communications efforts, tailoring message frames and content toward target audiences. We will describe how specific learnings from opinion and values research have been integrated into effective climate communications, and how these materials have become refined through ongoing research and analysis. Participants will engage in Q&A, and will be directed through exercises to aid in their understanding of effective climate messaging.

Let’sTalkCommunitiesandClimate:CommunicationsandEngagementGuidance

March12,2017Washington,DC

DanielBarryCommunitiesDirector

ecoAmerica#NLCU

Agenda

I. WhoWeAre

II. UnderstandingYourAudiences

III. EffectiveMessagingandMessengers

IV. WorkshoppingClimateCommunications

V. LocalClimateEngagement

VI. OpportunitiesforFollowUp

Mission:Buildacriticalmassofinstitutionalleadership,publicsupport,andpoliticalwillfordefinitiveclimatesolutionsintheUnitedStates.● Shiftthenationalnarrative● Buildcollectiveimpact● Provideprograms+resources

ecoAmerica

ecoAmericaPrograms

200+ecoAmericaLeadersinclude…

Hon. Ralph Becker34thMayorSalt Lake City, Utah

John ClevelandPresidentInnovation Network for Communities

Hon. Linda LangstonPartnershipDirectorNational Association of Counties

Nils MoeManaging DirectorUrban Sustainability Directors Network

Steve NicholasVP for U.S. ProgramsInstitute for Sustainable Communities

Hon. Greg Nickels (ex-officio)51st MayorCity of Seattle

Jonathan ParfreyExecutive DirectorClimate Resolve

Brendan ShaneNorth America Regional DirectorC40 Cities

Angie FyfeExecutive DirectorICLEI USA

Adele SimmonsVice Chair and Senior ExecutiveMetropolis Strategies

Kate MeisExecutive DirectorLocal Government Commission

Colin WellenkampExecutive DirectorMRCTI

7

PathtoPositive• NATIONAL:

NLC/C40/USDN

• REGIONAL:MRCTI,LGC,GL&SLC

• LOCAL:LA,SLC/SummitCounty,Chicago,TwinCities,BrowardCounty

PartII:UnderstandingYourAudiences

▪ Provideoverviewofclimatecommunicationsresearch

▪ Exploregapsbetweenourandouraudiences’climatechangeunderstanding

▪ Considerframesthatresonatewithyouraudience

ThePublicandClimateChange(2016)

Percentageofadults,bystate,whothinkglobalwarmingishappening.Credit: YaleProgramonClimateChangeCommunication,GeorgeMasonCenterforClimateChangeCommunication


Percentageofadults whothinkhumansarecausingtheEarthtowarm.Credit: YaleProgramonClimateChangeCommunication,GeorgeMasonCenterforClimateChangeCommunication


Percentageofadults whothinkscientistsagreeonthecauses.Credit: YaleProgramonClimateChangeCommunication,GeorgeMasonCenterforClimateChangeCommunication


Percentageofadults whothinktherearesmartwaystofixglobalwarming.Credit: YaleProgramonClimateChangeCommunication,GeorgeMasonCenterforClimateChangeCommunication


Percentageofadults whotalkaboutglobalwarming...Credit: YaleProgramonClimateChangeCommunication,GeorgeMasonCenterforClimateChangeCommunication

Americans’Priorities

Source: January 2016 Survey of National Priorities, Pew Research Center

ThePublicandClimateChange– U.S.Polling

FourinsixAmericansbelieveclimatechangeishappening.

ThreeinsixAmericanbelievehumansarethecause.1

1 Leiserowitz, Maibach, Roser-Renouf, Feinberg, & Rosenthal, 2015

Ninety-sevenpercentofclimatescientistsbelievehumansarecausingclimatechange. 2

OneintenAmericansunderstandsmorethan90percentofclimatescientistsbelievehumansarecausingclimatechange. 3

2 Doran & Zimmerman, 2009

Peoplewhobelievescientistsdisagreeaboutclimatechangearelesslikelytosupportclimateaction. 4


4 Ding, Maibach, Zhao, Roser-Renouf, & Leiserowitz, 2011

Roughlyonein10Americanssaytheyare“veryworried”aboutclimatechange. 5

Sixin10Americansaytheyareatleast“somewhatworried”aboutglobalwarming.


MotivatedAvoidance

Fear

Confirmationbias

Technooptimism

Conflictavoidance

Competingpriorities

Socialnorms

Systemjustification

Fatalism&resignation

Climate change is wreaking havoc on the planet and its species. Global mean temperatures are rising at and alarming rate. Forest, deserts, and wildlife are all being profoundly affected by large shifts in climate, according to a new report from the intergovernmental Panel on Climate Change (IPCC). Temperatures and sea levels are rising rapidly in the Arctic. This is causing aquatic habitat loss and putting more and more species at risk of extinction. In addition, coastal ecosystems are on the decline. Coastal zones are vulnerable to severe ocean acidification, rises in sea level and temperature, stronger storms, and coral reef bleaching. Invasive species that do not survive in cold waters are now adapting to temperature changes and competing with native species. Mangrove trees in Florida and snow crabs in Alaska are species that have already begun to decline because of climate change effects. According to activists, the future looks dire unless the world takes drastic and immediate action to regulate emissions from carbon dioxide, methane, and other greenhouse gases.

ClimateChangeCrisisThreatenstoIrrevocablyChangeLifeonPlanetEarth

WhatDoPeopleHearAboutClimate?

We have been warning about this for years, and did too little to stop it.

Subtext: it’s your fault for not listening to us


The scientists agree that this is happening.

Subtext: you are ignorant if you disagree, or are uncertain


You need to act now to save polar bears and stop global sea level rise.

Subtext: forget about your own needs, think about the planet


If we don’t stop burning fossils fuels we cannot stop this from happening.

Subtext: you must abandon your way of life to save the planet


Last month was the hottest month on record.

Subtext: too late, you blew it, and we’re all going to die

Weather disasters are going to keep getting worse.

Subtext: too late, you blew it, and we’re all going to die


EvolutionofClimateMessaging

Armageddon Social BenefitsGlobalWarming Opportunity

V2V1 V3

FamilyandFreedom

PersonalRelevance

SALIENCE, CLIMATE IMPACTS: With your own eyes. Link to daily/local lives.

UNAMBIGUIOUS SOLUTIONS: Proven solutions that solve the problem and benefit the economy, our health and our security.

AGENCY, EMPOWERMENT: Our nation, community, and companies can act.

MORAL IMPERATIVE: Responsibility to our children, families, and communities.

ecoAmericaResearch

Methodology

metaanalysis

focusgroups

onlinedialtests

OversampledAfricanAmericans.Hispanic/Latinos;health,faith,business,highered;climateadvocates.

1 2 3 4

nationalphonesurvey

WhyClimateValues?

Climate >>> Weather

Values >>> Opinions

Frames >>> Messages

Exceptionalism,compassion• Wecanallmakesmallstepstomaketheworldbetter(94%)• Peoplecanbethesolution(90%)• Compassionforthosewhoaresuffering(86%)Personalrightstocleanenvironmentforall• Cleandrinkingwater(84%)• Cleanair(83%)• Safeneighborhood,freeoftoxics(79%)• Accesstonaturalspaces,parks(75%)Responsibilitytodosomethingaboutclimate• Companiesthatpollute(81%)• EPA(78%)• Me(75%)

WhatResonatesWith75%ofAmericans?

• PeopleFollowTheir“Tribes”

• MyFamilyFirst

• Won’tAbandontheDream

• BenefitsAreEssentialforAction

• ClimateActionIsEliteandAlienating

TopClimateValuesInsights

PartIII:EffectiveMessagingandMessengers

▪ Learn15-stepprocessformessagedevelopment

▪ Exploreimportanceofstakeholdermappingandengagement

Communication Guidance

Communication Guidance

3535

Writing a letter to an editor Giving a speech

Informal conversation Talking with elected officials

36

Armageddon Social Benefits Global Warming Opportunity

‘08 >’08

Family and Health

Personal Relevance

<‘08

Message Evolution

15StepsBreakdown

11. Haveatleastonepowerfulfactfromatrustedmessenger

12. Ditchdoomandgloom

13. Usestoriestostrengthenengagement

14. Stayabovethefray

15. Messagedisciplineiscritical

5. Emphasizesolutions

6. Inspireandempower

7. Focusonpersonalbenefit

8. Endwithyour“ask”

9. Sequencematters

10. Describe,don’tlabel

1. Startwithpeople,staywithpeople

2. Connectoncommonvalues

3. Acknowledgeambivalence

4. Makeitreal

BuildRapport

Inspire&Empower1. StrengthenMessage

• Showyouraudienceyoucareaboutthem

• Startfromtheirperspective

• Usetangible,relevantconcerns

• Movefrompeopletoclimate


Proprietary 38

• Understandyouraudience’sprioritiesandconcerns

• Commonvaluesarepowerfulmotivators

• Buildrapport


Proprietary 39

• Peoplehavedifferentlevelsofclimateconcern

• Respectdifferentperspectives

• “Someofusaremoreworriedaboutclimatechangethanothers...”


Proprietary 40

• Focusonlocalrealitiespeoplecanseewiththeirowneyes

• Assumetherealities,don’targuethescience

• Useoneortwoexamples,pivotquicklytosolutions

4. Makeitreal

Proprietary 41

• Highlighttheco-benefitsofsolutions,likehealthandcommunity

• Uselocalexamplesthatshowrealsolutionsarealreadyhere

• Avoidmessagesofsacrifice


Proprietary

• Doomandgloomdoesn’tmotivate,butitcanalienate

• Focusonhopeandopportunity

• Wecan makeadifference

• Americacanleadonclimate

6. Inspire&empower

Proprietary

• Personalrelevance

• Climateactiondoesn’tcomewithacostonlifestyle

• Always emphasizetheco-benefitsofsolutions

7. Focusonthepersonalbenefit

Proprietary

7. Focusonthepersonalbenefit

Pocketbooks Health Community

• Turnawarenessintoaction

• Giveexamplesthatalignwithyouraudience’sgoals

• Makeaskaccessible

• Provideoneortwoideas

8. Endwithyourask

Proprietary

9. Sequencematters9. Sequencematters


11. Haveatleastonepowerfulfactfromatrustedmessenger

12. Ditchdoomandgloom







4. Makeitreal


6. Inspireandempower

7. Focusonpersonalbenefit

8. Endwithyour“ask”

• Usetheirlanguage,notyours

• Jargonandlabelsconfusepeople

• Avoidtermslikemitigationoratmosphericcarbondioxide

• Themostpersuasivelanguageisvividandfamiliar

10. Describedon’tlabel

Proprietary


REPLACE EMBRACEClimate change, climate crisis, global warming Damage to the climate

Stop/mitigate/slow down climate change Create healthy and safe communities, protect our families’ and children’s health

Renewable energy, green energy, domestic energy Local/locally made clean energy, home-grown energy, clean energy, made right at home

The planet, polar bears Families, our children, and future generations

Economy Good for [city or state], good for people

Creates jobs (on its own) Saves money and creates jobs

Dirty energy, fossil fuel energy Dirty fuels, out-of-date fuels, outdated fuels

Rely on fossil fuels, relied on dirty energy Use, used dirty fuels

Government taking steps to curb pollution Rules and fines fines on

Build resilient communities Build stronger communities

Country HomeProtects the environment Best place for our families

• Afactwithrelevantandemotionalpower

• Trustedmessengerslendcredibility

• Useamemorablefactorquotefromtrustedsource

11. Haveatleast1powerfulfactfromatrustedmessenger

Proprietary

• Diremessagescausefatalism

• Negativityleadstoemotionalnumbinganddisengagement

• Inspirewithsolutionsandbenefits

• Empoweraction

12. Ditchdoom&gloom

Proprietary

• Storiesmakemessagesrelevantandvivid

• Theyenhanceempathyandrapport

• Theyopensaudiencetonewperspectives

• Weaveinapersonalstory


Proprietary 52

• Focusonthebigpicture

• Don’twallowinorgetsidetrackedbydetails

• Avoidblameandarguing

• Distractionsloseyouraudience’sattention


Proprietary 53

• Stayonyourtalkingpoints

• Repeatkeypoints

• Don’texplainthesamethingindifferentways

• Beconsistent


Proprietary 54

Before

After

APersonalStory

Questions?

PartIV:WorkshoppingClimateCommunications

▪ Practicehowcommunicationsinformsthewaywepresentchallenges,opportunities,andsolutionstocitizensandstakeholders

TheLocalLeadersCommunicationsCompass

StakeholderMapping

StakeholderMapping(cont’d)LikelySupport Neutral AnticipatedOpposition

ClimateChangeCrisisThreatenstoIrrevocablyChangeLifeonPlanetEarth

Climate change is wreaking havoc on the planet and its species. Global mean temperatures are rising at and alarming rate. Forest, deserts, and wildlife are all being profoundly affected by large shifts in climate, according to a new report from the intergovernmental Panel on Climate Change (IPCC). Temperatures and sea levels are rising rapidly in the Arctic. This is causing aquatic habitat loss and putting more and more species at risk of extinction. In addition, coastal ecosystems are on the decline. Coastal zones are vulnerable to severe ocean acidification, rises in sea level and temperature, stronger storms, and coral reef bleaching. Invasive species that do not survive in cold waters are now adapting to temperature changes and competing with native species. Mangrove trees in Florida and snow crabs in Alaska are species that have already begun to decline because of climate change effects. According to activists, the future looks dire unless the world takes drastic and immediate action to regulate emissions from carbon dioxide, methane, and other greenhouse gases.

Discussion

REPLACE EMBRACE

Climate change, climate crisis, global warming Damage to the climate

Stop/mitigate/slow down climate change Create healthy and safe communities, protect our families’ and children’s health

Renewable energy, green energy, domestic energy Local/locally made clean energy, home-grown energy, clean energy, made right at home

The planet, polar bears Families, our children, and future generations

Economy Good for [city or state], good for people

Creates jobs (on its own) Saves money and creates jobs

Dirty energy, fossil fuel energy Dirty fuels, out-of-date fuels, outdated fuels

Rely on fossil fuels, relied on dirty energy Use, used dirty fuels

Government taking steps to curb pollution Rules and fines fines on

Build resilient communities Build stronger communities

Country HomeProtects the environment Best place for our families

SuccessfulTestedMessage

We all want to live in the best place for our families. And communities across America are learning that smart investments in sustainable energy like wind and solar provide a healthier environment, attract new business, create jobs, and build stronger communities. We see climate change, and we can’t just wait for politicians in Washington to solve our problems. Right now, in our own communities, we can reduce pollution, improve our health, and create new jobs that can’t be outsourced, by producing and using clean energy. We can protect our cities by leaving dirty fuels behind. A community with sustainable solutions is the place I want to call home.

GroupExercise– pickoneofeach

1. Letter to the editor

2. Blog + social media piece

3. What do you DO?

1. General public

2. Elected officials

3. Local business leaders

4. Faith community

5. Young adults

1. Green infrastructure

2. Adaptation plan

3. Clean energy

4. Emergency preparedness

Topic Audience Communications Piece

1 2 3


2. Livability plan

3. Clean energy commitment


Suggested Topics1

1. General public



4. Faith community

5. Young adults

Audience2



3. Policy Statement

4. What do you DO?

Communications Piece3

Brainstorm!



3. Policy Statement

4. What do you DO?

1. General public



4. Faith community

5. Young adults


2. Adaptation plan

3. Clean energy


Topic Audience Communications Piece

1 2 3

20min

Are you drafting yet?

15min

Time remaining

10min

Time remaining

5min

Time remaining

Topic1

Audience2

Communications Piece3

Let’s share

WorkshoppingClimateCommunications:KeyTakeaways

• Identifywinnableissuesbasedonlocalcontext&constraints

•Mapimpacted stakeholders,researchtheirviewpoints

•Developmessagingbasedonprioritystakeholders&communityresearch

•Communicateprogressandopportunities withcityleadershipoften

•Createcommunityengagementstrategy

PartV:LocalClimateEngagement

● Putcommunicationsprinciplesintopractice

● Hearourwordsthroughthelensofnon-experts

● Craftacoremessage,understandhowitinformscommunicationsacrossplatforms&audiences

Goals

UnderstandWhyEngagementWorksBasicandNecessaryEngagementTools

• Valueslanguage&‘TheIn-LawTest’• How“frames”canworkforandagainstus• Craftanduseacoremessage• Brushuponinterviewbestpractices

Communityengagementishow communityinstitutions,leaders, andindividualsbuildongoing,

permanentrelationshipsforthepurposeofapplyingacollectivevisionforthebenefitofacommunity.

Communityengagementisbothaprocessandanoutcome.

WhyEngagetheCommunity?

Involvingcommunitystakeholdersinthedevelopmentoflocalclimate,energy,andsustainabilitygoals,policies,andprogramsshouldbeahighlycreative,energizing,andrewardingexperienceleadingtosignificantimprovementsinprogramdesignand

outcomes,aswellascommunitybuy-in.

WhyEngagetheCommunity?

HowToEngagetheCommunity?

HowToEngagetheCommunity?TopLineTipsforSuccess:MakeiteasyShowYourLeadershipInteractwiththeCommunityWelcomeandEmpowerNewVoicesIDandSupportOtherLeadersEngagewithPopularExistingCommunitiesShowcaseandPromote“LittleL”LeadersRewardContributorsMakeitPublic– shareandposttheresults

HowToEngagetheCommunity?StepstoSuccessfulEngagement:Assess– evaluateyourengagementneeds,goals,andcapacityDefine– whatissuccess?Is“goodenough”goodenough?Map– wholivesinyourcommunity:whataretheirneeds?Identify– communityinstitutionsandleadersthatcanhelpRecruit– securefirmcommitmentsfromvisibleleadersEngage – provideopportunity,context,content,support,aidReward– keepleadersandcitizenswithyouthroughrewardsTrack– collectdataandsuccessstoriestoshowyourprogressShare– yoursuccesseswillinspireothersandleadtomoreRepeat– goodengagementisaprocess,notagoal– REPEAT

PathtoPositiveCommunityEngagement:StepstoSuccess

Basic Engagement

• Statement: Publish and post a statement of climate leadership dedicating the local government to solutions for mitigation, preparation, and community engagement.

• Integration: Establish climate as a departmental priority within relevant agencies across local government, assigning staff to lead and coordinate priorities.

• Branding: Establish a brand for climate engagement that is recognizable and accessible to citizens and stakeholder.

• Web site: Post climate priorities prominently on the mayor’s web site, as well as on the web sites of relevant government agencies


Deep Engagement

• Recruitment: Seek out stakeholders and community leaders for support of the climate leadership statement and community engagement efforts

• Convenings: Bring leaders and stakeholders together to discuss solutions and explore providing mutual support for community and sector specific solutions and engagement.

• Process: Launch a robust program to seek and incorporate community ideas through an engagement process that leverages stakeholder commitments and leadership.

• Resources: Avail your community of resources that support solutions through local government programs and policies and by making them accessible through stakeholders.

• Media: Create and push media that promotes leaders and solutions.


Deeper Engagement

• Staffing: Dedicate staff capacity to broadening leadership through dedicated engagement activities and recruitment.

• Goals: Establish engagement goals and metrics for success that permit evaluation of engagement activities and allow for improvements.

• Events: Plan and host public events to showcase community leaders and solutions.

• Promotion: Design and promote local tours, maps, photos.

FRAMING

● Framesaresetsofvaluesthatinformhowweseetheworld,howwethinkaboutcomplexissues,andevenbasicfacts.

● Theyarepowerfulshortcutsthatallowuscommunicatealotofinformationinashortamountoftime.

● Frameshelpusreachouraudiencequicklyandtheyhelpourmessageresonate.

FRAMINGThe“FreedomFrame”WorkingAgainst Us

● Governmentregulationoffossilfuels● Governmentpickingwinnersandlosers

FRAMINGThe“FreedomFrame”

WorkingFor Us

● Righttocleanair&water● Democratizationofenergyortransportation

YourFramingChallenges

1. Howcanyouconvincinglymessageurgencywhenyouarefacinguncertaintyabouttheseverityandtimingofexpectedimpacts?

2. Howdoyoutalkaboutmitigationandadaptationinthesameconversation?

3. Whatarethebestmessagingtipsforuseinacommunitywhere“climatechange”isatabooword?

4. HowdoIbalancediscussionofcostsandbenefits?HowdoItalkabouttheiterativenatureofplanning?

“TheIn-LawTest”

● Simple,clear,valueslanguage.

● Concreteexamplesbetterthanabstractions.

● Nojargon!Avoidtechnicalterms&acronyms

“TheIn-LawTest”

“Decarbonization iscriticaltocombattingclimatechangeandwillhaveapositiveimpactonhumanhealth.”

Relateittopeople’slives:

“Burningfossilfuelscausespollution.Pollutioncausesasthma.Reducingfossilfuelsisgoodforkids.”

Acoremessage...

● Communicatesthemostimportantideaaboutyourinitiativeorpolicyinoneortwosentences.

● Uses accessible,values-basedlanguage.

● Informstherestofyourcommunications.

“Localgovernmentsarethefirstlineofdefensefromextremeweather,whichisbecomingmoresevereasclimatepollutioncausestheclimatetochange.

Citiesarealreadyexperiencingandpayingfordamagecausedbyincreasedsevereweather.That’swhymorethan50localgovernmentsfrom28statesaresupportingtheCleanPowerPlan—becauseit’scriticaltothesafetyofourcommunities.”

Exampleofacoremessage

“PresidentObama'sCleanPowerPlanisessentialtoreduceournation’sgreenhousegasemissions.TheSupremeCourtmustchoosebetweenhelpingcitiesfightclimatechangeorstandingsquarelyintheirway.”--LosAngelesMayorEricGarcetti

CoreMessageinAction- QuotesfromSpokespeople

“AtacitylevelinsouthFlorida,evenacountylevel,thereisnopartisanissuehere.Everybodyonthefrontlinerecognizestheneedandtheyknowthatthey’vegotthepoliticalcovertodowhatittakes.Theirconstituentsaren’tgoingtovotethemoutforcrossingthepartyline,forexample.”

-- CityofMiamiCommissionerKenRussell

CoreMessageInAction- OpEd

CitiesAretheFrontLinesforActiononClimateChange

Jackie Biskupski is the Mayor of Salt Lake City, Utah, and Cindy Lerner is the Mayor of Pinecrest, Fla.

CoreMessageInAction- SocialMedia

REPEAT,REPEAT,REPEAT,REPEAT,REPEAT

ManagingOppositionDuringPublicOutreach● Prepare electedandcommunityleaders forpossible

opposition● Enlistsupportersasthirdpartyvalidators● Updatemessaging inresponsetoconcerns● Considerhosting townhallsoreducationalforums● Early and ongoingmediaengagement

TalkingtoJournalists&InterviewSkills

GroundRulesOfftheRecord

● Thereportercannotreferenceyourconversationinthestory.

OnBackground● Thearticlecanreferenceyourconversation,butnot

byname.● “SourceswithknowledgeofCouncilproceedings

speculate…”OntheRecord

● Youcanbequoted,yourname willbeinthestory.

BeforeYourInterview

1. Agreeonalengthoftime.Sticktoit,cuttheinterviewoffatthatpoint.

2. Agreeonthetopic,getasenseoftheirangle&thequestionsthey’relikelytoask.

3. Preparationiskey.Anticipatehardquestions.Developtalkingpointsandpivots.

• Thejournalistisnotyourprimaryaudience

• Their audienceisyouraudience

• Mediaistheconduit

Remember...

WhenSpeakingwithJournalists...

Befriendly,butremember:Thisisaprofessionalexchange

Aninterviewisnotacasualconversation.It’syourchancetogetyourmessageout

Everywordcounts

WhenSpeakingwithJournalists...

● Repeat.Repeat.Repeat.Repeat.Repeat.

● Speakincomplete,shortsentences

● Onceyou’vemadeyourpoint,stoptalking

● Befriendlyandcordial

ToughQuestions

Ifyoudon’tknowtheanswer…● It’soktosay“Idon’tknow.”

Never restate anegativeframe orquestion.Knowhowtopivot.● Whatwe’rereallytalkingabouthereis…● Thetruthis…● Let’slookatthefacts…● Idon’tknowaboutthat,butwhatIcantellyouis…

VocalTips

Speakatanaturalvolume,butslowerthanusual

Emphasizekeywordstopreventmonotony

Repetitioncreatesrhythm(countoffpointsonfingers)

KeyTakeaways

• Speakslowly,inplainlanguage.Nojargon.•Haveaclear10-secondmessage.Repeatitoften.• Beconcise.Lessismore.•Onlyusenotesifappropriate(radio,phoneinterviews)• Pivot!Neverrestateanegativequestion•Remember:Youcontroltheinterview.•Befriendly,polite&professional.

BestPracticesforHandlingBadPress

• Follow-upwithreporter.FactualError?Askforacorrection

• Releaseastatementtosettherecordstraight• Correctquicklyusingsocialmedia• ReframeissuewithaLettertotheEditor• OfferapersonaltakewithanOp-Ed• Pitchpro-activestorieselsewheretogetbackonmessage• Engagelocaleditorialboards

LeverageVictoriestoGrowSupport

● Trackyourearnedmediaandshareitamongyourstakeholders

● Amplifypositivepressoversocialmedia

● Buildmomentumacrossmediaplatforms

PartVI:OpportunitiesforFollow-Up

▪ Developingcommunicationsstrategiesisanongoinganditerativeprocess

ecoAmericaResources

● AmericanClimateValues2014● Let’sTalkCommunitiesandClimate

• reportreleaseinFebruary2017• webinarsandbriefings

● PathtoPositiveCommunities• impactandengagementresources

Questions?

Thanks!

Director,PathtoPositiveCommunities

ecoAmerica

DanBarry

[email protected]

Questions?Contactus.

NameTitleOrganizationEmailHashtag

Documents

Let’s Talk Climate: Messages to MotivateSpeaker: Dan ... CCC - Let's Talk... · Key Takeaways: Explore relevant trends in climate opinion and values, and how these trends do --