The role of communications in our work and in environmental advocacy is a small part of a larger framework of understanding the communications and the role of media in our society.
There are many issues to consider when trying to develop a communications plan. A successful plan starts with well-defined goals, clear messages and realistic time lines. You need to figure out how much money your organization can spend on your campaign. Since your outreach will depend on the media’s interest level, research what else is going on in the world that can help you or hurt you.
Media campaigns are a means to a greater end. Whether you are a grassroots organizer, lobbyist, writer, researcher or analyst, your overriding goal is to influence public policy. Effective communication with the media can help you gauge public opinion, educate the public, motivate people to take action and, ultimately, convince policy-makers to listen to you. Determine what role the media fulfills in public policy formation and where your organization fits into the equation.
Environmentalists need to think about strategy, message, message distribution and managing reactions to outreach. How do we set up the appropriate structures and organizational emphasis to communicate effectively.
A successful plan must take into account your group’s strengths and weaknesses. You cannot reasonably expect your media strategy to be effective if you don’t effectively take into account your goals and resources. The planning process need not take forever. But, you need to think before you act. Time spent brainstorming and analyzing options should result in less work during the heat of the campaign and more success at the end of it.
Communications Planning Resource Sites:

• Cause Communications’ Let the World Know: A Beginner’s Guide to Getting Media Coverage, written by Jason Salzman.
• Strategic Communications Planningfrom the SPIN Project.
• Spitfire Recommendsfrom Spitfire Strategies.
• Order Strategic Communications for Non Profits by the Communications Consortium Media Center.

prepared from materials produced by Resource Media