Getting the Message Out: A step by step communications guide for environmentalists
By Donna Barker, Andrea Cole and Amanda Gibbs; 174 pages; co-published by IMPACS
and the Sustainability Network
One of the most important things that environmental organizations do is inform
the public about the important issues of the day. So, it's easy to understand
how poor communications might greatly affect the amount of support generated
for a particular cause. Developing and implementing a strategic communications
plan is key to the work (and success) of environmentalists, and Getting
the Message Out is designed to help groups focus their communication efforts,
develop the right messages, and have those messages delivered to the right
audiences.
Based on communications workshops created by IMPACS (Institute for Media,
Policy and Civil Society), combined with the experience of the Sustainability
Network, this guide takes organizations from the early planning stages right
through to working with the media. Part one focuses on developing a strategic
plan, beginning with two fundamental steps: building your communication team,
and understanding the context for public opinion and behaviour. It offers
step-by-step instructions and includes important questions to consider when
going through the process, as well as how to research your agenda so that
your message is clear.
The second part of the book helps organizations improve their media savvy.
Lots of useful information is provided on how to prepare a media kit, improve
online communications, and hold a press conference, plus tips for approaching
and dealing with different types of media. The book also includes reproducible
worksheets, samples and questionnaires, and suggestions for additional reading
and resources.
As the authors point out, "being strategic means giving full consideration to how communication - in all its forms - can help your organization to move the public agenda and public opinion in favour of the responses you seek on your issues." This is true for any nonprofit organization, and with that in mind, this guide could easily be adapted to help all sorts of groups reach their audience with an effective message. It's well-organized and easy to use, but still very comprehensive and filled with expert guidance and suggestions that many organizations might not otherwise consider, or even know about. If you want to improve your communications plan, or are just beginning to develop one, this is well worth the read.
Buy the book:
Copies can be purchased by contacting the Sustainability Network at info@sustain.web.ca.
The cost is CAD$10.00 for a PDF version sent by email or CAD$25.00 for a professionally
bound copy sent by mail.
