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Wildlands Media Training

Wildlands Media Training. October 2019. Creating a Comms Plan. Narrowing your Issue/ Identifying your Goal What’s the goal/ ask ? How can you reach it? Who are your target audiences? What message will move them? How will you convey the message?. Target Audience(s).

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Wildlands Media Training

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  1. Wildlands Media Training October 2019

  2. Creating a Comms Plan • Narrowing your Issue/ Identifying your Goal • What’s the goal/ ask? How can you reach it? • Who are your target audiences? • What message will move them? • How will you convey the message?

  3. Target Audience(s) • Narrowing down from the “general public” Persuadable opponents supporters

  4. Communications during Trump Voters’ Trust in Trump: Who Voters Trust on Issue: Source: Center for American Progress INTERNAL- DO NOT SHARE!

  5. Environmental Issues & American Voters Source: Colorado College INTERNAL- DO NOT SHARE!

  6. Develop Messages • How we frame the issue (How an issue is presented) LOGGING POLLUTION OUTDOOR FAMILY TRADITIONS ENVIRONMENT CORPORATE GIVEAWAYS CLEAN WATER JOBS

  7. Develop Messages • Values as a Center:

  8. Messaging Guidance

  9. Messaging Tips

  10. Using Message Boxes: Problem Solution Benefit Call to Action

  11. Problem Special place is at risk Solution Save it! (planning process, designation, etc.) Message Box Call to Action Submit a comment, enact a plan Benefit Good for families, outdoor economy, climate, indigenous communities

  12. Communication Tactics: • Reporter Outreach • Opinion Press: Op-eds, editorial boards, columnists • Phone and in-person pitches: supplemented with fact sheets, background information • Press Statements: to react to breaking developments • Press Releases: to push out news • Blog and Twitter outreach (ongoing conversation can create buzz to generate mainstream media coverage) • Sierra Club channels: Lay of the Land blog, social media, newsletters

  13. More Communications Tactics: • Press Teleconferences:reach local reporters in multiple locations, more chance for in-depth discussion • Events for volunteer recruitment that have a local/national media component. • Visibility tactics for specific campaigns: Print ads, billboards, bumper stickers, online or radio ads • Radio tours: can be planned or used reactively • Fact Sheets: must be fully cited with credible sources (not other environmental groups) • Online Video:short (30 secs- 1 minuteMAX), B-Roll • Sierra Club channels: Lena Moffitt’s blog

  14. Even More Communications Tactics • Press Conferences:to announce major breaking news, new coalitions, major campaigns, major reports • Reports: Increasingly only successful when written in partnership with an independent, impartial, science-based source • Sierra Club channels: Michael Brune blog,Sierra Magazine

  15. Paid Media: Best Practices • Ideas for Paid Media:billboards, radio, ads in newspapers/ on web, social media boosting • Guidance: 1. Confirming if you have the budget 2. Running paid media ideas through communications team 3. Communicating idea to design team with target audience, timeline and goal for paid media campaign • Clubhouse- Paid Media

  16. Communications Resources: • Media team • Design team • Media database • Regional Press Lists • Reaching out to multiple reporters • Ask Courtney for assistance

  17. Communications Plans that Win: • Develop a strategic communications plan • Match tactics with campaign timeline • Map how message should evolve over course of campaign

  18. Resources • Volunteer and Chapter Communications Handbook • Clubhouse • Courtney Bourgoin, courtney.bourgoin@sierraclub.org • Media.Assistant@sierraclub.org

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