Communications Training Workshop National Wildlife Refuge - - PowerPoint PPT Presentation

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Communications Training Workshop National Wildlife Refuge - - PowerPoint PPT Presentation

Nov 24, 2022 287 likes •1.12k views

Communications Training Workshop National Wildlife Refuge Association, Friends of Bosque Del Apache, Sevilleta & Valle de Oro NWRs About Resource Media Icebreaker Name + role Feeling after last nights backgrounder? What do you

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Communications Training Workshop

National Wildlife Refuge Association, Friends of Bosque Del Apache, Sevilleta & Valle de Oro NWRs

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About Resource Media

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Icebreaker

  • Name + role

– Feeling after last night’s backgrounder? – What do you want to get out of today’s training?

  • Goals for today

– Build your profile & power through communications – Build support for Arctic Refuge protection

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What we’ll cover today

  • Changing media landscape
  • Values-based messaging
  • Re-framing your issues
  • Telling your story
  • Getting your message out
  • Managing controversy
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Discussion

  • What are your goals for communicating with

your audiences?

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SETTING THE SCENE—MEDIA LANDSCAPE

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News consumption habits are changing

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Communicating directly to target audiences

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Framing issues through multimedia

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Discussion

  • What kind of communications can help you

win on your issues?

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Questions to ask:

  • 1. What are we trying to achieve?
  • 2. Who can help?
  • 3. Who do they listen to?
  • 4. Where do they get their information?
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Messaging that speaks to values

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Emotions over reason

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Which values rise to the top?

Process Prosperity Faith Fairness Family Accountability Freedom Stewardship

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RESETTING THE FRAME

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Four elements that shape a frame

Audience: Who are we talking to? Message: What is being communicated? Messenger: Who is saying it? Setting: Where does the story take place?

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Audience

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Message

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Messenger Messenger

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Setting

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EXERCISE: Audience Analysis

What do they know about? What do they care and worry about? Who do they listen to and trust? How can we reach them?

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Formula for effective messaging

Value Problem or Conflict Solution or Call to Action

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Problem or challenge

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Solution or opportunity

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Call to action

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“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

  • Maya Angelou
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Examples from your work

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Lunch break!

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More facts persuasion

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Emphasize the WHY, not the HOW or WHAT

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Imagery

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1. Is there a human element? 2. Does it appeal to my heart and head? 3. Is the language simple and clear? 4. Have I explained why this matters to my audience?

What makes a message engaging?

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Reframing Your Issues to Pivot to the Arctic

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Values Around the Arctic

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Values Around the Arctic

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Primary Core Values: Security, Prosperity, Responsibility, Freedom, Integrity, Fairness

Your values Shared values Audience values

The Sweet Spot: SHARED VALUES

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EXERCISE

Build a message about the Arctic Refuge

  • 1. Think about the imagery that would bring this

message to life

  • 2. Identify your audience and their concerns
  • 3. Write your dream headline
  • 4. Prepare a quote (make sure it leads with values,

describes a problem, and tees up a solution)

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GETTING YOUR MESSAGE OUT

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In-person meetings

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Meetings with decision-makers

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Building relationships

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Documents you might send a reporter

  • Advance notice of an event or

development.

Advisory

  • Notice of spokesperson availability

for interviews.

Availability

  • Spokesperson’s commentary on the

news.

Statement

  • Announcement of substantive

news.

Press release

  • Brief, punchy email to elicit and/or

gauge interest.

Pitch letter

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To call, email or Tweet?

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Handling questions / Controlling interviews

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Shaping the news through digital

62% of North American journalists say they draw news from trusted sources

  • n Twitter or Facebook

64% rely on well-known blogs as a source of story ideas.

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The Social Media Landscape

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“Social Media is about sociology and psychology more than technology.”

Brian Solis Principal of FutureWorks

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Facebook is a sharing platform

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Facebook is a visual platform

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Facebook is a mobile platform

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Less than four sentences Includes timely and interesting information Combines photo and text Gives people a reason to click and comment Tags other Facebook Pages

Anatomy of an effective post

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V S.

Increase sharing: Aim to inspire and delight

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Combine photos and words

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TWITTER

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Brief (~100 characters) Includes 1-2 hashtags Tags other user(s) Includes a visual Timely Conversational

Anatomy of an effective tweet

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To promote events/ calls to action To thank partners or supporters Live, during an event To share news

How and when to tweet

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Use a social media manager like TweetDeck

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Best practice: Create engaging content

  • Compelling stats
  • Interesting quotes
  • Breaking news commentary
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Best practice: Include images

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Best practice: Tweet more than once

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Best practice: Follow Twitter’s “Golden Ratio”

The 4-1-1 Rule 4 new pieces of content 1 RT, MT, or other direct share 1 promotional tweet

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Create Once Publish Everywhere

MEDIA OUTREACH: COPE

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Case Study: Friends protect Desert NWR (NV)

  • Threat in Defense bill
  • Local Congressman on

Defense Committee

  • Friends utilize Twitter

to deliver message that refuge must be protected

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Case Study: Friends protect Desert NWR hashtags deliver message

  • #DontBombTheBighorn
  • #SaveDNR
  • #HeckNoJoe
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Case Study: Friends protect Desert NWR Tweet AT decision makers and utilize individuals

  • @JoeHeck
  • @NellisAFB
  • @WhiteHouse
  • @Interior
  • @USFWS
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Quick break!

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Managing controversy

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Planning ahead: Anticipating opposition

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Their tried and true arguments

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Getting the right messaging

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To engage or not to engage?

  • 1. Did it reach our target audience?
  • 2. Is it credible? Does it have traction?
  • 3. Can we activate the right

messenger/message in a timely fashion?

  • 4. Will our position get a fair hearing?
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Response mechanisms

  • Under 250 words. Must have the

right signer.

Letter to the editor

  • 500-700 words. More room for

argument, more difficult to place.

Op-ed

  • Address inaccuracies or omissions.

Reporter call

  • Ensure your base hears your

perspective.

Social media

  • Shift the frame by pushing a story

that aligns with our values.

Story pitch

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Lay out the Facts

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Recap: Rapid Response

Plan ahead—anticipate their messaging Track opposition activity Only engage credible attacks Choose your venue, tool and spokesperson carefully

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EXERCISE

Planning your Communications strategy

  • 1. How will you pick your channels (media, social

media, meetings, events, etc.)?

  • 2. Who will you enlist as messengers?
  • 3. What tools will you use to shape the message?
  • 4. Draft the email subject line and two sentence

email for the pitch you’d send to introduce the issue to a reporter. Or the Tweet, etc.

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TOP TAKEAWAYS

1. Know your audience and what moves them 2. Compelling messages speak to values 3. Arctic pivot: freedom, family, prosperity 4. Use traditional and social media 5. Invest time in relationships with reporters

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