This document discusses strategically positioning GBIF Nodes. It emphasizes understanding the international and national relevance of GBIF, communicating the desired public image, and improving the Node's profile using media. Specifically, it discusses: (1) GBIF's role in relation to multilateral environmental agreements and science-policy bodies (2) how Nodes can support national priorities like legislation and policies (3) identifying target audiences and crafting consistent branding and messages through a Node's website, data portal, reports and other products (4) using various media like social media, newsletters, traditional media, and videos to engage audiences and drive traffic to the Node's website.