Increasing Communications Capacity- Michael Goldberg

688 views

Published on

Presentation given by Michael Goldberg on June 5, 2012 at the Third Annual Choose Clean Water Conference.

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
688
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Increasing Communications Capacity- Michael Goldberg

  1. 1. June 2012ActionMedia
  2. 2. I don’t live in a watershed
  3. 3. WATFPSIJFD
  4. 4. WATFPSIJFD
  5. 5. WATFPSIJFD
  6. 6. Facts are Meaningless
  7. 7. Meaning alwayscomes from the story.Facts illustrate the story
  8. 8. Put the land back in the story
  9. 9. Using plants and trees to filterwater, absorb pollutants, slowrun-off and reduce erosion is aGreat Idea!
  10. 10. Choose Your Words Avoid UseEnvironment Land, air and waterTMDL’s Pollution limitsBiodiversity / endangered species Fish and wildlifeRegulations Safeguards/protectionsStorm water Polluted run-offLow impact development- LID’s Filtering Land around rivers lakes andWatershed streams Conservation groups /Environmental groups organizations protecting land, air, and waterAgricultural land Working farms Poorly planned growth/Urban sprawl development
  11. 11. It’s not about the watershed Health Safety Security Responsibility Accountability
  12. 12. TalkaboutRESULTS
  13. 13. STRATEGIC COMMUNICATIONWhat action(s) do we wanttaken?Who can take that action?What story do they need to hear?Who should they hear it from?How can we deliver the message?
  14. 14. NAMING THE TARGETSFocus on primary targets: elected officials Which ones? Name them!
  15. 15. Name themTo the Editor:Council Member MacKenzie spoke to the Chamber of Commerce recently about our opportunities for economic development. He’s right to be saying we have to plan ahead… (our infrastructure, our assets, our water…)
  16. 16. “Important action can be taken at the local level too. D.C. Mayor Vincent Gray has set a goal of making the Potomac clean enough for children to swim in and healthy enough that fish pulled from it can be eaten. This is tremendous long-term commitment to better river health.” Hedrick Belin & Ed Merrifield, Washington Post
  17. 17. STRATEGIC COMMUNICATIONWhat action(s) do we want taken?Who can take that action?What story do they need tohear?Who should they hear it from?How can we deliver the message?
  18. 18. Everyone needs to hear It’s in my interest to take this action. People like me are doing it, or expect me to do it. (for public figures): People are watching to see what I’ll do. Praise & Blame
  19. 19. STRATEGIC COMMUNICATIONWhat action(s) do we want taken?Who can take that action?What story do they need to hear?Who should they hear it from?How can we deliver the message?
  20. 20. STRATEGIC MESSENGERSSecondary targets: Who else is in the story? Taxpayers Farmers Builders Specific economic interests Institutional property owners People who drink water Who does the target need to hear from?
  21. 21. Which ones? Name them!
  22. 22. "The rivers in trouble. I hope you understand, the rivers in trouble,“ said PA Fish & Boat Commission Director John Arway. "Sick fish mean we have a sick river. I think youve seen the pictures, youve seen the data weve developed. Weve got sick fish in the river."
  23. 23. “As part of home schooling, my mom and I read the newspaper. It was an article about pollution in our rivers…My father and I sometimes go fishing, camping, kayaking and swimming on, around and in the Susquehanna River. I am not in the water all the time like the fish, but if I spent more time doing these activities I wonder if I might get sick. I like doing these activities and want to one day share them with my children on the Susquehanna River…”Grace Lustig (age 8) Patriot News
  24. 24. Caring for the land is a way of life for Janet Kline, a long-time Shenandoah Valley resident, who lives in a 155-year-old farmhouse, and keeps about 50 beef cattle and 17,000 breeder layer chickens. “I’m awfully glad I did this (c0nservation work),” explains Kline, a member of the Virginia Farm Bureau Women’s Committee. “The land is a loan for your kids,” she says. “We have to think about what we will do in the future. The Bay is a long way away for me, but I want clean water too.”
  25. 25. ListeningWhat do you think? Why?I wish X could hear you say that.Here’s an opportunity to tell them:(And/or) Can I quote you on that?
  26. 26. It’s everyone’s job
  27. 27. ActionMedia Michael Goldberggoldberg@actionmedia.org 612-805-4045

×